{"id":10341,"date":"2023-07-05T23:14:50","date_gmt":"2023-07-05T21:14:50","guid":{"rendered":"https:\/\/escp.eu\/thechoice\/?p=10341"},"modified":"2023-07-05T23:14:53","modified_gmt":"2023-07-05T21:14:53","slug":"how-to-spot-greenwashing-in-all-its-forms","status":"publish","type":"post","link":"https:\/\/escp.eu\/thechoice\/tomorrow-choices\/how-to-spot-greenwashing-in-all-its-forms\/","title":{"rendered":"How to spot greenwashing in all its forms"},"content":{"rendered":"\n

Earlier this month, the UK\u2019s advertising watchdog issued a warning to organisations that want to promote their sustainability credentials<\/a>.<\/p>\n\n\n\n

In a landmark ruling, the Advertising Standards Authority said that recent adverts by a group of oil and gas companies were tantamount to \u201cgreenwashing\u201d, or making themselves appear more environmentally friendly than they actually are. <\/p>\n\n\n\n

Shell, Repsol and Petronas had misled the British public by promoting as \u201cgreen\u201d some of their services, such as renewable energy, without mentioning their much larger fossil fuel operations, the ASA said.<\/p>\n\n\n\n

The case highlights just one of several types of greenwashing that some companies engage in: omitting material information that gives a misleading impression of rosier environmental performance.The energy groups were advertising that they were \u201cgreen\u201d while ploughing investment into new oil pipelines, refineries and rigs.<\/p>\n\n\n\n

But greenwashing can take various forms<\/strong>. So what are they, and how can consumers and employees — who will want to support companies that are genuinely committed to environmental responsibility — spot the dubious claims?<\/p>\n\n\n\n

To shed some light on the different sorts of greenwashing, we spoke with Valentin Martinie<\/a> of Alerte Greenwashing<\/a>, a citizen group aiming to spot and debunk misleading environmental claims.<\/p>\n\n\n

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\"Logo
Alerte Greenwashing<\/figcaption><\/figure><\/div>\n\n\n

The ESCP alumnus splits the practice of greenwashing into four main \u201clevels\u201d that undermine our ability to make informed choices, while eroding our trust and hindering our contribution towards a more sustainable future.<\/p>\n\n\n\n

\n

A lack of disclosure or transparency makes it difficult for consumers to assess the true sustainability of products or services.<\/p>\n<\/blockquote>\n\n\n\n

Level 1: Using the colour green<\/h2>\n\n\n\n

The first is when companies \u201cgreen\u201d their image by using the colour green in their logos or packaging to symbolise environmental awareness and sustainability, even when it\u2019s not really true. \u201cIt\u2019s a growing trend everywhere<\/em>,\u201d Martinie says, explaining that green is strongly associated with nature, as it is the colour of many plants, trees and foliage. <\/p>\n\n\n\n

It also represents growth, renewal and the natural world. \u201cSo unconsciously, we are attracted to the colour green<\/em>,\u201d he says, adding that in some countries green is a positive signal related to school grades, traffic lights and bank accounts.<\/p>\n\n\n\n

Level 2: Broad and ambiguous vocabulary<\/h2>\n\n\n\n

The second level of greenwashing is vocabulary \u2014 the words, terms and phrases used to describe a company\u2019s products or services. Businesses may use broad and ambiguous terms like \u201ceco-friendly\u201d, \u201csustainable\u201d or \u201cnatural\u201d without providing specific evidence or transparent information about their environmental practices.<\/strong> <\/p>\n\n\n\n

As a result, these claims are often vague or unsubstantiated, as our expert warns us:<\/p>\n\n\n\n

\u201cThese words very often are fudged and conjured up without any norms and standards that accompany them<\/em>,\u201d Martinie explains, adding that this second level of greenwashing is even more pernicious than the first. \u201cIt\u2019s really easy to mislead the audience by saying, for instance, that your website was eco-designed. What does it mean? We have no idea.<\/em>\u201d<\/p>\n\n\n\n

He provides two further examples. First, claiming carbon-neutrality, or achieving a balance between the amount of carbon dioxide (CO2) emitted into the atmosphere and the amount removed or offset. But he says most companies only account for their direct emissions (such as energy consumption) and forget those emitted along the supply chain (such as the use and disposal of products by consumers). Ultimately, such consumers and employees should be aware of the full picture.<\/p>\n\n\n\n

Second, using carbon offsets. Their quality and credibility can vary, while verification processes can be complex. Therefore, it can be challenging to accurately measure the emissions reductions or removals associated with an offset project, leading to greenwashing. \u201cA lot of companies claim to remove carbon from the atmosphere through tree planting, but trees take time to grow, so it can take potentially decades before the offsetting benefits are fully realised \u2014 time we don\u2019t have<\/strong>,\u201d Martinie says, given the urgency of tackling the climate crisis. He adds that wildfires can deplete the carbon credits in forestry projects.<\/p>\n\n\n\n

\n

It\u2019s really easy to mislead the audience by saying, for instance, that your website was eco-designed. What does it mean? We have no idea.<\/p>\n<\/blockquote>\n\n\n\n

Level 3: Distraction from bigger problems<\/h2>\n\n\n\n

The third level of greenwashing is what Martinie calls \u201ccherry-picking\u201d, or how some companies may highlight a minor environmental improvement or initiative while ignoring larger, more critical concerns related to their operations or products, such as the aforementioned UK energy companies. \u201cThis is a pure distraction from more significant environmental issues,\u201d our expert says. \u201cA lack of disclosure or transparency makes it difficult for consumers to assess the true sustainability of products or services.<\/em>\u201d<\/strong><\/p>\n\n\n\n

This was the case with customers of the bank HSBC, which ran misleading adverts in the build-up to the COP26 climate summit in 2021, promoting efforts to plant trees and provide finance to support the transition to net zero. However, HSBC was in reality one of the largest financiers of fossil fuels, information that it omitted from its adverts (which were banned by the ASA<\/a>).<\/p>\n\n\n\n

\n

A lot of companies claim to remove carbon from the atmosphere through tree planting, but trees take time to grow, so it can take potentially decades before the offsetting benefits are fully realised \u2014 time we don\u2019t have.<\/p>\n<\/blockquote>\n\n\n\n

Level 4: Lack of transparency<\/h2>\n\n\n\n

The fourth greenwashing level is when companies set sustainability goals but do not provide the bigger context around them. \u201cLet\u2019s say I want to reduce my emissions by 50% per product<\/em>,\u201d Martinie explains. \u201cThe problem is that we are only interested in the reduction of emissions in absolute terms, not related terms. So if I halve the emissions per product, but double production, then the result in absolute terms is zero. So the figures need to be communicated in a more holistic way.<\/em>\u201d<\/p>\n\n\n\n

Ultimately, greenwashing can mislead us and sow confusion, undermining legitimate efforts to promote sustainability.<\/strong> It is important for consumers and employees to be critical and informed when evaluating environmental claims made by companies\u2014 and to look for credible third-party certifications or independent verification of sustainability practices<\/strong><\/a>, our expert reminds us.<\/p>\n\n\n\n

\u201cWe are losing precious time because of greenwashing. Collective, radical changes won\u2019t happen without the general public beginning to understand and assess companies\u2019 environmental claims<\/em>,\u201d he says.Or, as one opinion piece put it: let\u2019s stop \u201cgreening ourselves to extinction<\/a>\u201d.<\/p>\n","protected":false},"excerpt":{"rendered":"

It\u2019s important for consumers and employees to be critical and informed when evaluating environmental claims made by companies, so we spoke with Valentin Martinie of Alerte Greenwashing for some guidance.<\/p>\n","protected":false},"author":1,"featured_media":10343,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[14],"tags":[280],"class_list":["post-10341","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-tomorrow-choices","tag-responsiblebusiness","category-14","description-off"],"acf":[],"yoast_head":"\nHow to spot greenwashing in all its forms - The Choice by ESCP<\/title>\n<meta name=\"description\" content=\"Consumer and employee vigilance is key in evaluating companies' environmental claims. 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