The rise of ‘greenwashing’ and what we can do about it: William Beer

The primary goal of greenwashing is to improve a company’s public image and attract eco-conscious consumers, who are increasingly concerned about the impact of their purchasing decisions on the environment. However, this deceptive marketing tactic has the potential to undermine genuine efforts to combat climate change and promote sustainable business practices.

The term ‘greenwashing’ was first coined in the 1980s, but examples of this deceptive practice can be traced back even further. As public awareness of environmental issues has grown, so too has the pressure on companies to demonstrate their commitment to sustainability.

Unfortunately, some businesses have chosen to take advantage of this trend by employing greenwashing tactics to mislead consumers and maintain business as usual.

By presenting themselves as environmentally responsible, companies can continue to engage in practices that contribute to climate change, deforestation, and other environmental issues, while avoiding scrutiny or demands for change. This can hinder progress towards a more sustainable future and perpetuate the harmful systems currently in place.

There are several strategies we can employ to avoid falling victim to greenwashing and ensure we’re making informed decisions about the products we purchase and the companies we support. These include:

1. Research the company: Take the time to research a company's environmental practices and look for evidence of their commitment to sustainability. This can include their involvement in environmental initiatives, partnerships with reputable organisations, and the transparency of their supply chain.

2. Look for external verification: Seek out products and services that have been independently verified by a trusted third-party organisation. This can provide reassurance that a company’s environmental claims are genuine.

3. Prioritise traceability: Choose products that provide information about their supply chain and the origins of their materials. This can help to ensure companies are sourcing responsibly and meeting their environmental claims.

4. Demand accountability: Encourage companies to be transparent about their environmental practices and take responsibility for their impact. This can involve asking questions, engaging with businesses on social media, and supporting campaigns that call for greater corporate accountability.

5. Stay informed: Educate yourself about common greenwashing techniques and keep up-to-date with the latest developments in sustainability. This can help you to make more informed decisions about the products you buy and the companies you support.

By taking these steps, we can contribute to the development of a more sustainable and responsible marketplace.

Dr William Beer is Founder & CEO of Tunley Environmental