Why it matters:
Greenwashing is not just creative marketing, it is downright deceit; As conscious consumers, we have the power to stop greenwashing in its tracks.
Recap:
With the green movement running at full steam ahead, it is no wonder that big business such as Walmart and Chevron are jumping on the bandwagon. The problem is that due to short term fiscal obligations to stakeholders and resistance to change, the only green aspect of these companies is their greenwashing.
Greenwashing is described as the act of misleading consumers to think a company’s ethics, products and practices are in alignment with environmental and social standards. With consumers being bombarded by so much contradictory information, it is challenging to keep up with what is legit and what is not.
Commentary:
These days, everyone has gone “green,” perhaps a relief for many environmentalist, yet some of this buzz is reeking of sheer deception. Ads of oil companies in alliance with indigenous cultures and species? Come on, it doesn’t take one with much integrity to agree what a fraud that is. Unfortunately, most greenwashing is not as overt as that, instead, it is wrapped in packaging that is recycled and has buzz words like natural, eco, organic or local strategically placed with images of foliage littered all over.
Natural Capitalist Hunter Lovins, declares that despite popular belief, greenwashing is actually good: “hypocrisy is the first step to real change.” Yet Saatchi & Saatchi S CEO, Adam Werbach, believes we have arrived at the death of greenwashing, where business must be governed by radical transparency: “either you become transparent or transparency will be done to you.” Regardless of the opposing opinions from high profile environmentalists on why greenwashing will end, the fact is that this over-abused practice must end.
Unlike the saying all publicity is good publicity, in this case bad publicity is just that, bad publicity. Case in point, I attended the Next Gen Design, Out of the Cradle panel at West Coast Green this year and was informed by one of the panelist, Gadi Amit, about the new Dell Studio Hybrid bamboo computer. He touted how this was a LEED certified product, yet the reality is, there is no such thing. Hmm…
LEED “is a voluntary, consensus-based national rating system for buildings designed, constructed and operated for improved environmental and human health performance.” When I contacted Dell, they informed me that ” … so far no computers are LEED certified.” During the Q & A, Amit was questioned about the factual basis of this product being LEED certified, to the dismay of an acutely aware audience, he rudely rebutted the question and left many people convinced that such a certification of products exists.
Greenwashing is not new to the market, and has been proven to be effective in fooling uneducated demographics. Take for example Clorox’s line of GreenWorks products which launched in 2007 and was widely received by everyone from stay-at-home moms to well-known environmentalists (Sierra Club, that means you). There is a fine line between large companies committing to shift their entire structure towards a responsible and sustainable business model and simply replacing some ingredients and introducing a new brand with the word green in it.
The deception with Green Works lies in their claim to be doing everything they can to offer affordable and natural products to the masses. With the wide range in real natural detergents available, it is clear that having chemicals in your detergent labeled “natural” is truly deceptive. As we have reported to you, fragrance is an ingredient to be avoided at all costs. By simply opening a bottle of Green Works natural laundry detergent, the faux scent alone tells you that this product is far from natural.
In a letter from Clorox’s VP of Environmental Sustainability, Bill Morrissey, he admits: “The Clorox Company has always been committed to environmental stewardship but we recognize that we have to do a better job of sharing our environmental progress and we need to make more progress.” The reality is that for a company that governs such a large portion of the household cleaner market, couldn’t they have more proactive steps in educating their customers on what is in all their product lines?
It is quite misleading that such a company can have a natural line yet on the other hand sell products, such as bleach, that are corrosive and caustic and containing toxic ingredients such as sodium hypochlorite and sodium hydroxide. Claiming that they have: “always been committed to environmental stewardship …” is a far reaching statement that is patently untrue.
They entered the environmental market back in 2007 when they acquired Burt’s Bees for a cool $925 million cash. Clorox saw this opportunity as: “a compelling strategic fit for us …” noted by Beth Springer, Clorox’s executive vice president of strategy and growth. Unfortunately, buying a green company doesn’t make the acquirer green.
I applaud companies such as InterfaceFLOR that have completely shifted their model to create a product with integrity and true sustainability. Creating a sector to target a niche market, while maintaining a business-as-usual model on the back end is intrinsically unethical. Despite the fact that GreenWorks is endorsed by the Sierra Club, one must not forget the practices that are occurring at the mother company Clorox, where animal testing and producing products that are inherently toxic are par for the course.
One must not get swept away by the bright colors, tag-lines and logos splashed on a bottle assuring its authenticity. It is critical to educate yourself on what truly constitutes a green business or product, most of all read labels and ingredients – don’t take information at face value and ask relevant questions to manufacturers and demand answers. Seek third party certifications when possible.
When you suspect a company is greenwashing, let them know, as they are playing on the naivete of the consumer. Letting them know you won’t stand for it eradicates the power of the corporation and strengthens that of the consumer. Have your voices heard and spread this information. By voting with your dollars, we, rather than the big corporations, are the ones driving the market.
Creative Solutions:
- See the Signs of greenwashing
- Find all the green businesses near you and support 1% for the Planet
- Learn how to shop green
- Cradle to Cradle Certification
- Read Triple Pundit
- Learn to stop shopping and consuming
- Buying in bulk
- How to go green? Green America
I appreciate this article, but tend, for practical reasons, to see things more like Hunter Lovins. Until we change a lot of laws governing corporate behavior, businesses like Clorox will never be able to take a wholesale step toward sustainability because the financial result of such abrupt change would likely put them squarely at odds with their shareholders and create enormous liability. On the other hand, success of a niche product like GreenWorks will lead to more change. Even Ray Anderson will tell you that his “shift” did not happen overnight, and his company will never be 100 % sustainable. Now the question is, will Clorox do the right thing and implement a plan to move from step 1 to step 2, etc.
Sandra:
I appreciate your comment and agree that a point of entry must exist in order for all companies to enter this niche market. The problem is when the standards of a niche market are compromised to accommodate that point of entry for companies, of any scale, to enter. If mom and pop companies have been making clean, safe and truly natural products for decades, there is no reason why a monolith, such as Clorox, cannot move in that direction, at least for there Green Works line. Even the one product line they came out with does not reach the standards for a consumer that is aware of their personal health and that of the environment – that is the issue at hand. Thank you for your thoughts and opening the conversation – its critical that we are all educated.
I agree knowledge is power in this kind of a situation. It’s not that hard to actually learn what’s in the products you use. Internet does wonders. http://www.newsy.com/videos/the_problem_of_greenwashing