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What Is Greenwashing?

What Is Greenwashing

Don’t let your company undermine your customers’ trust by falsely claiming that your company or product is environmentally friendly.

  • Greenwashing is when a company claims to be eco-friendly for marketing purposes but doesn’t actually commit to significant sustainability.
  • Businesses can wash away the environment with good intentions.
  • As a result of the green wash, most American consumers don’t believe the company’s claims about its sustainability practices.
  • This article is for business owners who want to ensure that sustainability claims in marketing materials have real value.

mediaindonesia.net- You have probably heard of teeth whitening in the corporate world at least once. Whitewashing is when an organization obscures or hides outrageous information by making partial representations of the facts. But the green wash is not so well known.

Greenwashing is when an organization spends more time and money declaring itself eco-friendly rather than reducing its environmental impact. It is a deceptive marketing method that aims to mislead consumers into preferring goods and services from environmentally conscious brands. Greenwashing, how it can harm your brand, and what you can do about it.

What is greenwashing?

Environmentalist Jay Westerfeld coined the term “greenwashing” in a 1986 critique essay inspired by the irony of the hotel’s “towel-saving” movement. The idea came when most consumers got information primarily from television, radio and print media and couldn’t confirm the facts as they do today.

Companies engaged in large-scale greenwashing have been making headlines for many years. For example, in the mid-1980s, oil company Chevron commissioned a series of expensive television and print ads to convey its environmental commitment. But while the now infamous “People Do” campaign was underway, Chevron was actively violating the Clean Air Act and the Clean Water Act by pouring oil into wildlife shelters.

Chevron, unfortunately, wasn’t the only company to make outrageous claims. In 1991, chemical company DuPont advertised its double-hull tankers with announcements of sea creatures bobbing in unison with Beethoven’s Ode to Joy. The company turned out to be the biggest polluting company in the United States that year.

How greenwashing harms a brand’s reputation

Greenwashing has changed over the past 20 years, but it still exists. Because the world is rapidly discovering green practices, so that companies must mislead the environmental claims.

The coalition to eliminate plastic waste (AEPW) – nonprofit non-profit-based Singapore by large oil and chemical companies such as shells, axonambill and dow – $ 1.5 billion to store plastic waste in developing countries, claim that they claim. In spite of this alleged purpose, APW can not only promise to clean the Ganga River in India, but his member organization did more plans for producing more plastic.

Even the water bottles industry also tries to move their vegetables. How many plastic bottles are seen with colorful images of rugged mountains, do you feed lakes and bloom animals on your label? Philip Berere says, PHILIP Berere, Vice President of Marketing to Visit Payment, says: “Violation of numbers 1 involves the advantage of product and service.”

She said he believed that he does not rarely get rid of Greenwashing by a malignant plot-is the result of ordinary supervision.

Marketing personnel are easy to be keen.

How to prevent Groennes

If demand for consumer sustainability is a more environmentally friendly, more environmentally friendly transition to more global economic transitions, basic tactics of 10 Greenwashing are avoided.

  • Fluffy language: Do not throw words or terms without clear meaning (eg “ecological” or “nature”).
  • Green products in front of dirty company: Attention to hypocrisy, Z. B. Effective string lamps made in an infected plant of rivers.
  • Image Images: Do not use brand images that do not provide irregular green pressure (eg flower flower exhaust flowers).
  • Names that are not simply reliable: looking for clear efforts from “green” a dangerous product so that it looks safe. (Environmental cigarettes, all?)
  • Fantasy friends: Do not use a tag that looks like a third-party confirmation, but in fact formed.
  • True Lies: Don’t use completely fabricated claims or data.

There are many socially responsible companies that tell the world the story of the environment, some aren’t, but they should. The incidence of “pure green scams,” which are deliberate lies about the impact of a product, is not widespread. But many examples are close.

Bee describes a commonly used buzzword for greenwashing as “slippery slope” and advises businesses to educate marketers on green brand ethics. M

easures to avoid accidental green washing

Don’t let your business go green by using the strategies below.

  1. Make your reasoning clear and easy to understand. Add details such as specific units of measurement (such as “70% organic cotton” instead of “made from organic cotton”) and add specific certification and verifiable endorsements from trusted third-party environmental groups such as the Sierra Club or Greenpeace.
  2. Back up your sustainability claims with data. Keep up-to-date data available and updated on our website and everywhere we make claims of consistency. Use only data that can be verified. If possible, include credible third-party certifications from sources such as Carbon Trust Standard, Forest Stewardship Council, Rainforest Alliance, or Energy Star.
  3. Compare apples to apples. When comparing the lifespan of your product to that of a competitor, be sure to compare the same type of product so as not to mislead consumers.
  4. Clean up your operations. If you want to market your products as environmentally friendly, you need to move forward with seamless integration into your business model. Incorporate sustainable practices in your production, waste management and distribution operations.
  5. Be honest about your brand sustainability actions and programs. Educate consumers about the environmental friendliness of your individual products and the overall sustainability practices of your company. When discussing plans or goals, be careful about your goals and schedules so that consumers can hold you accountable.
  6. Make sure that the image is displayed and not confused on the package.Do not use natural green or picture in nature like trees and flowers.

Differences between Green Marketing and Greenwich

Green is a great line between marketing and Greenwich. Unlike Greenwashing, green marketing occurs when the company provides products or services based on legitimate environmental training.

Green marketing is generally practical, honest, transparent, and it means that the product or service is completed in the following criteria.

  • A permanent way
  • There is no toxic substance or ozone deposit
  • Recycled or recycled materials
  • Made of renewable materials (eg bamboo)
  • Orthodontic or endangered or endangered species in or endangered or endangered
  • The work of the slave and workers are not significantly paying.
  • Excessive packaging is not used
  • We have been developed for more repair than disposable

However, if the organization does not meet the criteria of sustainable business practices, green marketing can be easily translated. “Eco-Friendly”, “Bio”, “Natural” and “Green” are only some comprehensive labels which can confuse and confusing consumers.

If you are ready to kill some grass on your logo, then you are transparent with your business transparent practices and information customers to meet your needs.

Social responsibility of transparency and companies

Former office director Duinder Jefferson, a durable development organization, said, “Greenwashing is actually in the best interest of a company, which he had asked every day during an interview with the new professional.” Although the concept of corporate social responsibility is present, But it is very rare that companies actually live on [IT], and if they do this, then it is an attempt to appear on the surface surface. ”

In other words, Greenwashing only receives benefits from a company if it successfully cheats its customers. Transparency can bridge the difference between artificial and real environmental concern. An example of transparency is the activist outdoor clothing retailer Patagonia. Unlike most companies, Patagonia does not sugar coat the fact that it uses chemicals or leaves a mark. The company’s sustainability mission is described as “fighting for a responsible company.”

“We can’t present Patagonia as a responsible business model,” he said on the company’s website. “We are not doing everything that a responsible company or anyone else we know can do, but how we recognize our ecological and social responsibilities. And I can tell you if you started to act accordingly. ”

Do your best to talk about the sustainability of your company and avoid greenwashing. It’s a filthy habit and we all know how expensive a trip to a cleaner can be.

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