What is greenwashing?

Being sustainable is in fashion. Over the past few years, there has been a significant increase in environmental awareness and sustainability, which has led to changes in consumption patterns around the world. Many companies, seeing this movement as an opportunity, have started to develop and launch products presented as sustainable, investing in marketing campaigns to promote a green and eco-friendly image. Although this sharing of sustainable values is quite positive for society, often, this does not correspond to reality - then arises the greenwashing.

Before going straight to the topic, it is important to mention that there are several companies that work and seek to do real efforts to help the environment and who opt for more ecological and sustainable solutions, whether through small changes or big gestures. 

Greenwashing consists of investment in marketing campaigns and tactics by a brand trying to promote an environmentally conscious image when, in fact, it is not. Generally, companies choose to sharing exaggerated or disguised messages about its environmental commitment, but sometimes there are also false statements about the topic. The purpose of this practice is to profit from the growing demand for sustainable products and environmentally friendly, attracting concerned consumers.

the term greenwashing spread in the early 90s, after having been used for the first time in 1989, in an article of the scientific journal New Scientist. The word comes from the analogy with the term “brain washing”. 

Perhaps the biggest greenwashing scandal Europe has ever seen occurred in France, which, in 2012, convicted in civil and criminal court the American company Monsanto, who, in 2004, had promoted the use of a soybean seed and a herbicide as being “biodegradable,” “clean,” and “environmentally friendly.” The idea of being a ecological product led to the poisoning of a farmer.

There are several tips to avoid falling into the greenwashing trap. First of all, it is important evaluate the evidence that proves what the company claims. There are several certifications that recognize whether a product is truly ecological. It is also important to clarify that 100% natural or vegan products are not necessarily sustainable or ecological. Another point of evaluation is the transparency, since companies genuinely committed to sustainability tend to disclose their efforts. Finally, observing the consistency of that message can lead to a good discovery - a sustainable company is always sustainable, not just during a specific launch.