Greenwashing
Do you believe there is a green hype? Is there sufficient evidence to support the various proposed solutions on the table? Have you come across examples of greenwashing? Are politicians taking climate change seriously or is it just another election platform? Are green products really green or are they just part of a green marketing trend?
Greenwashing
In terms of ecology 2009 ended on a rather sour note… Some might be claiming a victory but in the end – whether you believe climate change is a real issue or an elaborate scam – leaders in Copenhagen agreed on a compromise that will do nothing to meaningfully address climate change… It does nothing to please the skeptics either.
But we’re in 2010 now and regardless of our lackluster leaders, some individuals and companies are pushing the boat out and going full steam ahead with green businesses, green initiatives and green ideas…
The general public, however, should remain vigilant. Many small and large companies are boarding the green train and are actively tweaking their green credentials… because “green” sells (or does it?) and has become an essential element of any successful marketing campaign. More than that, some savvy entrepreneurs are making big bucks riding the green wave!
The Climate Change mania raises two important questions. On the one hand skeptics claim that the issue is exaggerated (perhaps even invented) and that the green agenda serves the purpose of those who want to erect new trade barriers and to divert attention from more important – but delicate – issues. On the other hand, the practice of “greenwashing” is widespread on both a private corporate level as well as on the level of policy makers and public institutions. Companies claim to employ green methods and practices or to produce green products, whereas this is often a lie, a gross exaggeration or simply not verified (or verifiable). Initiatives such as “eco-labels” attempt to guide and inform the consumer by making sure that these manufacturers don’t lie.
On a public level, for instance, the Bush administration in the past put its entire weight behind the domestic promotion and the production of ethanol as a green alternative to petrol. However, ethanol does not represent a viable alternative in terms of ecology. This issue is a prime example of how the green agenda can be manipulated to serve other aims.
Yet another example is the fashionable concept of “buying local”. Because on the face of it, it seems to make sense unquestioning converts rush to offset their carbon footprint by reducing the “food miles” of the products they purchase. Many are also motivated by the fact that they are putting money back in the local economy. However, if scrutinized in more detail, the concept seems to fail… Food is produced in less than favourable conditions by employing inefficient production methods whereby all comparative advantage is lost. Furthermore farmers in developing countries are robbed of their income as they incapable of competing with subsidised European farmers. Perhaps “buying local” is just another trade barrier and a form of protectionism?
So what is your view on this?
Do you believe there is a green hype? Is there sufficient evidence to support the various proposed solutions on the table? Have you come across examples of greenwashing? Are politicians taking climate change seriously or is it just another election platform? Are green products really green or are they just part of a green marketing trend?
Background Reading
- “How do I know China wrecked the Copenhagen deal? I was in the room“, The Guardian, 22 December 2009
- “Study: For Consumers, Green Is Greenwash“, The New York Times, 30 April 2009
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It’s about time that people feel concerned about the environment and their future.
Green policies and green practices should definitely be promoted not only through government tools but also NGO’s and individuals. Climate change may be part of the normal environmental cycle but what anthropogenic factors can cause may have terrible effects on the environment. Green policies and enterprises should aim for a better and healthier lifestyle too, however exaggeration to the matter should not be allowed.
For instance producing and buying locally might help reinvesting the money to the community but it can damage the advantages of sharing and exchanging products with other countries. Environmental policies should never be disguised as methods of protectionism and trade barriers. Subsidising farmers may boost the economy but it should be limited practiced as this can affect people from less favoured nations. Nonetheless, green washing and other similar practices which mislead consumers shouldn’t be allowed. Consequently, governments should aim at raising awareness about the issue by providing information and special guidelines should be introduced into enterprises.
Going green is important now more than ever.
Being a youth nowadays is a real hard job, especially with all the deadlines set by Climate Change! 2009 ended a tragic period in which we have witnessed an astonishing number of facts around the world which clearly show that the planet earth is massively affected by pollution. But, Fiction or Fact?
Copenhagen was clearly an Epic Fail which brought many false promises and many politicians around a table eating expensive food and debating about something they do not consider vitally important. On the other hand though, it’s important to give importance to the new trend of new generations, more and more focused and committed towards the climate change fight as time goes by. Big events like COP 15 and the project i am involved in, CEHAPE EUROPE & WHO demonstrates that young people care a lot about their future.
I do not believe in a green hype. And, even if there was one, it would be no harm in going green and doing as much as we can to save this world. Climate change exists and although many solutions are not feasible or not even effective, I wouldn’t be too cynical to say it’s all about a fiction. If it was a fiction, billion people wouldn’t mobilizing for a fake cause. Politicians include Climate Change in their agenda because many see it as an appealing incentive to get more votes and to raise among public opinion a sense of safeguard of the environment. Although politicians do not understand basically nothing about these issue and being ‘political animals’, many, especially at the EU level are taking the issue at a serious level.
Going green is important now more than ever. I wouldn’t say that green products are not green and they are just a hype to get more votes at the political level or a smart gimmick for the companies…but being suspicious towards the products companies and industries are selling us is always advisable!
Greenwashing = Money Laundering?
Greenwashing wasn’t invented by Europeans, it appeared in the USA much earlier than Climate Change mania swept our continent. And the idea behind this phenomenon under conditions of capitalism could be the only one: to sell more – to earn more. Though not a specialist in this sphere, I suppose that the idea of customers was not to save the planet but to save money. E.g. energy saving is also good for money saving. But the richer society becomes the more it thinks about “not-only-money” issues.
That is why modern greenwashing appeals not to wallet but to conscience. “Going green” is not bad in its origin, but there is a huge field for speculation as well. Making wonderful installations during Copenhagen Summit and preparing organic snacks is not making the planet greener or our everyday life healthier.
“Green” is a fashion today. As well as “lazy help”. Not many people are ready to go to Africa. But one feels proud buying “fair trade” chocolates. The world is getting closer and we let other continents and other people to come into our lives but clicking-donating.
But sometimes I have this feeling that what is selling as natural is synthetic. E.g. when you see a multipage booklet with beautiful images on good paper saying about saving forests; or when you see bunches of old calendars promoting green life printed by green NGO but not distributed properly. Huge sums of money are spent on “green” ads. So huge that “green” sooner means the colour of dollars. Absolution of the sin to live in modern world costs a lot.
That is good we are becoming more conscious but let’s stay logic. E.g. a car cannot be a friend to environment, even if its ad says it is. It may be just less hazardous than others.
And instead of reading carefully labels or donating by clicking we should also leave our laptops and do real things by ourselves – to start with planting a tree or walking instead of going by car.
Are the green policies effective?
The climate change is a proven fact and I think there is no doubt that the planet is crying out for help.
Green hype is a more “recent trend” promoting certain green policies or products such as biocars, biologic food, usage of environmentally friendly materials etc.
As far as it concerns to whether there is or not a green-hype it has to do with the way that each issue is presented.
About the so-called green policies most of them proven to be temporary and misleading and these attempts fall far short of the claims made.
Companies use labels such eco-green or environmentally friendly to serve other purposes. Moreover there is no evidence that the necessary requirements are followed and that’s why there isn’t a common evaluation system.
In recent years more politicians seem determined to follow green policies and take further actions but sometimes no matter how good are their intentions they stumble into other obstacles mostly economic imposed by some of the companies claiming to promote green issues!
To sum up with the most effective strategy is an intervention from the states focusing upon investment in public transportation, housing and renewable energy as well as setting binding rules that all companies should follow but that in an ideal world so we should keep in mind that we can play our part trying to protect the environment………SO GREEN UP!
We are only at the beginning of green awareness…
Christmas and December were white in most of the European countries but we could hear more about the colour green as the eyes of the world watched Copenhagen and the outcomes of the global environmental conference. Unfortunately, the summit did not fulfil the expectations. There was no radical outcome and solution. The problem remained the same, at the least the question got enormous publicity and it became clear that we have serious problems and we are not able to deal with them properly.
As I see it, the NGOs and local initiatives can help the situation. Informing the public, promoting new ways of thinking and acting; teaching even the youngest ones how to be environment-friendly might bring a real change.
Currently I live in Germany as an exchange teacher and I think Germany is a good example of green marketing oasis. They promote all kinds of green activities, green products and buying bio products is very popular. Although, I must say these products are more expensive, too…Recycling and environmental friendly behaviour have long roots in the country. Lots of people riding bikes and you can hardly find any rubbish on the streets. I think being ‘green’ is very common here and it is good to see that it can also work well.
Although I am not convinced, that this system works so well in every European country. For example in Hungary, we are only at the beginning of green awareness. The public need some more years to be brainwashed and to follow a more environment-conscious life. I am sure the government, the NGOs and the schools could do a lot more to raise awareness.