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Greenwashing is an old practice. However, it is becoming more widespread as environmental issues become more important in people's minds and in laws: tv advertising, social media, prints, company’s website, etc. The objective for companies that consciously practice greenwashing is of course to influence consumers to buy or to embrace their values. They are capitalising on the growing awareness of the population, which is increasingly looking for a responsible attitude in their purchases. It is also a way to appear committed to these issues in the eyes of the legislation.

Greenwashing is not easily detectable if people are not careful. It's not just big companies like Coca Cola or Total that use them. Here are a few cases of greenwashing on a European scale, with clues to help identify this fraudulent practice.

Greenwashing examples

• Greenwashing by diversion of attention and lack of clarity - H&M

H&M announced a new “Conscious” collection made of more environmentally friendly materials such as Econyl (100% recycled nylon) or organic cotton. But, ecological collections do not erase all the bad practices that this fast-fashion business is setting up, and on which it does not communicate. Moreover, there is very little information about the "Conscious" line. Pay attention to the entire business actions and not only announcements.

• Greenwashing by lies of omissions - Orangina

This is just one of many examples. In its advertisements and packaging, Orangina highlights the "no colouring" and "no artificial flavouring" arguments of its drink. Focusing on the few positive elements of the drink makes consumers forget that the rest (the majority) of the ingredients are not so good for their health and the environment. Look for complete product information.

• Greenwashing by misleading promise - Deutsche Bank

Deutsche Bank has been investigated for promoting "sustainable" investment products, when in fact they were financing industries that contribute most to global warming. Look for or ask for evidence of the guarantees given.

• Greenwashing by misleading packaging - Ajax

Probably the best known greenwashing practice: use of green colour, visual elements evoking nature, a lexical field announcing the product as ethical and healthy. Ajax changed one of its packaging using those visual elements, with little or no change in the composition of its products.In general, beware of overly green packaging with too many reassuring elements that could create bias and encourage purchase.

Use of superlatives, misleading data, trivialisation of negative behaviour or denigration of positive environmental behaviour, lack of proof or precision, unclear message, inappropriate guilt-tripping of consumers, etc. There are many different greenwashing techniques. Fortunately, there are ways to detect them.

How to spot greenwashing

You can consult the following guides to help you spot greenwashing behaviours and avoid them in your own practices:
https://europa.eu/climate-pact/news/greenwashing-your-guide-telling-fact-fiction-when-it-comes-corporate-claims-2022-06-30_en
https://www.ecowatch.com/greenwashing-guide-2655331542.html
https://goodtravel.guide/good-travel-blog/how-to-spot-greenwashing/

Consequences of spotted greenwashing for companies

• Consumers' distrust of companies: people no longer believe what companies say, especially on this subject.
• Loss of credibility and loss of money: the revelation of a green washing operation damages the image of a company, and therefore its popularity with consumers
• Obstacle to the deployment of real eco-innovations: if all companies use the ecological argument, how can we identify those who really act? What other research and actions could companies have implemented instead of green washing?
• Confusion in the public's mind about the reality of the efforts to be undertaken and blocks the ecological transition: people have the feeling that they are doing something green when it is not true in the end.

In the following lesson, we will see the benefits of not doing greenwashing and how to adopt good communication practices with green arguments.