Thursday, 19 November 2009
Greenwashing: Is it all bad news?
Green washing is the term that is used to describe the act of misleading consumers regarding the environmental practices of a company or the environmental benefits of a product or service (http://sca21.wikia.com/wiki/Greenwash). It's hardly surprising that more and more companies today are jumping on the "green bandwagon" and exaggerating their green credentials. Even the branding of many top companies now incorporates their commitment to their 'green-ness'. Take BP for example, it's obviously not the most environmentally friendly company but it's logo of the green flower-like image leads us to believe just the opposite. But are these practices really unethical? We need to make efforts to cut down the amount of pollution we humans create so it could be argued that both sustainable companies and their green washing counterparts have an important role in contributing to this and shaping consumer behaviour. Don't get me wrong, I'm not in support of companies who lie about how green they are, I think that it can have adverse effects, particularly when it makes people sceptical about those companies who are practicing genuinely. However, I think those influential companies who may be green washing have the power to reach a mass audience and inspire them to think about their individual actions and influence them to change their behaviour. It works to sharpen consumer consciousness and acts as a positive means of getting consumers to think seriously about environmental issues. What do you think?
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In my view green washing is outright deceitfulness. It is unethical, immoral and exposes businesses to increased scrutiny and criticism. I just can't get my head around why so many companies are green washing. Surely the ramifications of being exposed as a company that is simply exaggerating their green credentials are too huge to risk? It seems to have become an emerging trend and more and more companies are jumping on the band-wagon. These companies are taking their consumers for a ride. I think they should all be named and shamed and the ones who are genuinely practicing their commitment to the environment should be praised and rewarded. Hannah
ReplyDeleteGreenwashing has become more popular in recent times because company's are feeling the pressure to be innovative and act responsibily.
ReplyDeleteThey want their stakeholders to perceive them as being a company that is leading the way in environmental developments. I agree that this is unethical; company's should stick up for what they are really about, that way they will retain the respect and loyalty of their consumers and other audiences.