How We See It

Some claim that greenwashing is dead and companies are becoming more transparent and honest with their consumers, but they're not. Business is the name of the game, making money and earning market share is the main goal. Companies will say virtually anything to gain your trust and change the way you view their company and how much you will invest in their company.

Greenwashing

Greenwashing is developing and implementing messages to the public that claim sustainable measures that go beyond the actual efforts a company is currently making to be sustainable. This business tactic is developed to create an optimal outward image to its consumers while remaining distant and un-transparent. Much like the term white-washing when companies cover up negative information about their image, greenwashing is making your company appear as though it is much more sustainable than it actually is.

For example, imagine you are watching your television and an oil company’s “green” ad comes on claiming that they are taking drastic measures to look for resources other than oil to use for energy. At first glance this seems quite amazing, an oil company that is looking towards the future to be more sustainable. But, when you look into what the company is actually doing, you see that they are actually spending more money on promoting this idea than actually working for it.

This Is Greenwashing

With thousands of “green” ads claiming sustainability out there, it is quite hard to decipher which are true are not. Even as people become more aware of greenwashing and sustainability, companies are promoting an image that is only skin deep.

Greenwashing is NOT dead and it may never be. What is important is to know that ads are only a small part of a company’s message. We must dig deeper and see if a company is genuine with their messages or not.

Looking To Dig Deeper?

So you want to learn more? Here are some great sites that will help you in this hunt for greenwashing. Remember, for us to truly become a society where greenwashing is dead than we need to collaborate. Add to this site and others that want your input and we can see a brighter (and more sustainable) future.

Greenwashingindex.com

• This is a great collaborative site where users can upload and rate “green” ads. A great resource to see greenwashing in terms of the message the company is actually producing.

Webecoist

• This blog lists the worst offenders in terms of corporate greenwashing.

Global 100

• This site compiles the top 100 companies in terms of sustainability (according to their scale). Very interesting and quite informative.