Greenwashing is a deceptive marketing practice where a company exaggerates or falsely claims to be environmentally friendly or engaged in sustainable practices in order to attract environmentally conscious consumers. Essentially, it involves misleading consumers about the environmental benefits of a product, service, or the overall business.

The term “greenwashing” is derived from the concept of “whitewashing,” which means covering up undesirable facts about something. Greenwashing can take various forms, and it aims to capitalise on the growing interest in sustainability and environmental responsibility.

Common tactics used in greenwashing include:

1. Misleading Labels: Companies might use labels or certifications that suggest environmental responsibility without meeting the necessary criteria. Sometimes, these labels are intentionally designed to resemble legitimate eco-labels.
2. Vague or General Claims: Making broad and ambiguous claims about being “green,” “eco-friendly,” or “sustainable” without providing specific details or evidence to support these assertions.
3. Highlighting Minor Accomplishments: Emphasising small environmentally friendly actions while downplaying more significant negative environmental impacts. This is a tactic to create a positive image without addressing the core issues.
4. Distracting from Larger Environmental Issues: Shifting the focus away from more substantial environmental concerns by promoting relatively minor improvements. This diversionary tactic can give the impression of a commitment to sustainability without addressing fundamental issues.
5. Using Green Imagery: Employing eco-friendly imagery, symbols, or colours in marketing materials to create an association with environmental friendliness, even if the product or service does not align with such values.
6. Incomplete Information: Providing partial or selective information about a product’s environmental impact, omitting details that might paint a less favourable picture.

Greenwashing is problematic because it undermines the trust of consumers who genuinely want to support environmentally responsible businesses. It also hinders the credibility of companies that are genuinely committed to sustainability.

To avoid falling for greenwashing, consumers and stakeholders are encouraged to:

• Verify Claims: Look for evidence supporting environmental claims and check for third-party certifications from reputable organisations.
• Research Companies: Investigate a company’s overall environmental practices and not just the specific product or service being promoted.
• Be Skeptical of Vague Language: Scrutinise marketing language and be wary of terms that lack specificity or clear meaning.
• Check for Transparency: Reputable companies committed to sustainability are transparent about their efforts, challenges, and progress. Lack of transparency can be a red flag.

Regulators and watchdog organisations may also play a role in addressing greenwashing by establishing guidelines and standards, as well as penalising companies that engage in deceptive practices.