Let's talk about the uncomfortable truth of greenwashing or lavado verde.
What is Greenwashing?
Greenwashing or lavado verde is a deceptive practice to make companies and products "green" and ecological, more than they really are in reality. It is considered a deceptive marketing tactic that works by attracting customers who want to be more environmentally friendly.
Marketing products as "green" is one way for companies to get on board, without actually changing most (if any) of their business practices. However, in recent years, consumers have become more environmentally conscious in their purchases. There is more accessibility to information, so it is easier for them to find out about companies, ingredients or materials that are not really sustainable, so they do not fall for public relations tricks.
Agencies around the world have been lax in their stance against greenwashing regulations, with the US Federal Trade Commission (FTC) only being updated in 2010 to address "scam" marketing practices. There is still a long way to go with greenwashing because without restrictions and penalties, the companies that are part of this and other unfair activities will continue to get away with it.
Types of Greenwashing:
• Environmental images such as leaves, animals, ecological packaging, etc. they are all forms of classic eco washing. Typically, genuinely organic products use simpler images and plain packaging.
• Misleading tags and without any supporting information to prove the same.
• Hidden trade-offs are very unfriendly to the environment. Genuine companies would definitely provide more information on power, water conditions, greenhouse gas emissions, etc.
• Irrelevant claims on labels that say certain chemicals are free but the chemicals are banned so what they claim is irrelevant.
• The principle of the lesser of two evils refers to when the company's claim is true within the product category, but a greater risk or environmental impact prevails.
How to detect Greenwashing?
Buzzwords like "eco-friendly" and "all-natural" are easy to use and poorly regulated, as are images conjuring "green" on packaging. Instead, do research on parent companies and values to see if a company is transparent about its practices. Familiarize yourself with recognized certifications, recyclable materials and packaging.
What other actions can you take to protect the planet from Greenwashing?
• Constantly educate yourself to make responsible purchasing decisions.
• Recycle, reduce, reuse and/or compost
• Demand that companies and governments be held accountable for regulating trade, slowing climate change, and providing safe and fair working conditions.
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