The phenomenon of green washing between truth and deception

The phenomenon of greenwashing between truth and deception

In light of the escalation of environmental challenges, the deterioration of the planet is increasing due to climate change and the continuous depletion of natural resources, and here a fateful question arises: How can we contribute to saving the Earth and ensuring a sustainable future for future generations?

At a time when calls for immediate action are rising, we find, on the other hand, that there are those who manipulate these calls for commercial gain without making real commitments to the environment. Hence comes one of the most dangerous practices that constitute an obstacle to environmental efforts. It is the phenomenon of greenwashing, and it is this phenomenon that Earth Guards will address in this article. So keep reading.

Definition of the phenomenon of greenwashing

The phenomenon of greenwashing is not new today. Rather, its signs appeared in the 1970s when companies began to respond to increasing social and political pressures to reduce their environmental impacts. That is when the term greenwashing arose. It is called in English (Greenwashing), a term coined by environmental activistJay Westerfield in 1986, when he noticed misleading advertising campaigns in which companies claimed to be committed to environmental sustainability without taking real steps to achieve this.

During that period, major companies - such as oil and coal companies that were criticized for their harmful emissions - began to promote advertisements highlighting small “green” initiatives; To improve its public image. The phenomenon has worsened with the emergence of issues of climate change and global warming, as companies began to see the slogan “protecting the environment” as a marketing opportunity to attract conscious consumers.

Greenwashing is a term that refers to those misleading marketing practices that aim to show companies or their products as environmentally friendly without having real commitments to achieving this. These practices rely on the use of exaggerated claims or that are not supported by real evidence. To mislead consumers and exploit their interest in environmental issues.

It is worth noting that the phenomenon of greenwashing is not limited only to products, as it extends to companies’ strategies and stated goals. This makes it difficult for the average consumer to distinguish between honest and fake claims.

Although companies around the world are under great pressure to improve their environmental practices - driven by a growing global awareness of the necessity of preserving the planet - there are companies that resort to deceiving consumers - instead of making a real commitment - by falsifying facts and beautifying their image in line with the global environmental trend, and this is a major threat to credibility in the markets, and a waste of efforts to achieve Sustainable Development Goals (SDGs).

How does greenwashing deceive consumers?

This phenomenon - greenwashing - is based on exploiting small details to give a deceptive impression of a product. For example, vague terms such as “natural” and “degradable” are used without providing clear or specific evidence to confirm the truth of these terms. Products are also designed in a way that suggests that they are environmentally friendly, while their production processes cause serious environmental damage.

The most deceptive thing is the use of certificates and claims of unrecognized environmental classifications. Which gives the consumer the false impression that the product has undergone strict scientific evaluation and is compatible with environmental conservation standards and Sustainable Development Goals (SDGs).

Examples of greenwashing

A famous example of the phenomenon of greenwashing is what is done by some car companies that promote their electric models as a complete environmental solution, while they are still investing heavily in manufacturing traditional polluting cars. There are oil companies that highlight their investments in renewable energy through extensive advertising campaigns, while they continue to make their main profits from fossil fuels, which are the major global obstacle to the transition towards comprehensive sustainability.

More specifically, we can give an example of whatVolkswagen did in the famous emissions scandal in 2015, when it was found that it had falsified the results of emissions tests for its cars; To make it appear less environmentally impactful than it actually is.

In recent years,British Petroleum (BP) has been accused of “greenwashing,” promoting ambitious environmental commitments while continuing its investments in fossil fuels. In 2022, the company announced the goal of reducing greenhouse gas emissions by 35-40% by the end of the decade, then retreated in February 2023, and reduced this goal to a percentage between 20-30%.

This discrepancy between ambitious statements and the practical reality withinBritish Petroleum (BP) prompted Greenpeace to accuse it of greenwashing, noting that BP promotes vague sustainability goals without providing clear numbers on the amount of renewable energy produced.

Negative effects of greenwashing

Greenwashing leads to a loss of trust between companies and consumers, and harms real environmental efforts; It slows progress towards climate goals by distracting attention from effective solutions, and it weakens public confidence in environmental initiatives, as it becomes difficult to differentiate between genuine commitment and misleading propaganda. This is in addition to wasting resources on useless marketing campaigns instead of investing them in improving environmental performance.

Global efforts to confront greenwashing

In order to combat the phenomenon of greenwashing,The United Nationsand other international organizations worked to enhance transparency and set precise standards for environmental declarations. The UN Secretary-General has established a high-level expert group tasked with setting standards on pledges by companies, financial institutions, cities and regions to achieve net-Net Zero Emissions.

Governments have a role in this response by enacting national laws that contribute to reducing the phenomenon of greenwashing, and imposing strict penalties on violating companies. Civil society organizations also have a prominent role in exposing these practices through journalistic investigations and awareness campaigns.

As for the consumer, because these companies seek to deceive him through these practices, it has become necessary to enhance consumer awareness through the following:

• Knowledge of common greenwashing techniques, and understanding of what can constitute sustainable practices and products.
• Spend wisely when possible; Because we should not rush to choose products from companies that use resources sustainably, and we should be careful to check whether the company is affiliated with any of the United Nations initiatives related to climate and sustainability, such as the “Race to Zero” initiative of the United Nations Convention on Climate Change, the Fashion Industry Charter for Climate Action, or others.
• Focus on the product life cycle. When choosing any product, you must consider its complete journey from beginning to end, from the materials used in its manufacture to its disposal, while also taking into account the environmental consequences associated with its materials and packaging.

In conclusion,Earth Guardshave a very important awareness-raising role in light of these increasing environmental challenges. Because it believes that protecting the earth is a shared responsibility, which requires sincere voices and real efforts, bearing in mind that the true green transformation will not happen overnight. This is why Earth Guards continue to call for honesty and transparency in the plans and desired goals that are accomplished. To save the Earth from an unsustainable future.