[et_pb_section fb_built=\u201d1\u2033 _builder_version=\u201d4.18.0\u2033 _module_preset=\u201ddefault\u201d custom_padding=\u201d0px|||||\u201d global_colors_info=\u201d{}\u201d][et_pb_row _builder_version=\u201d4.18.0\u2033 _module_preset=\u201ddefault\u201d global_colors_info=\u201d{}\u201d][et_pb_column type=\u201d4_4\u2033 _builder_version=\u201d4.18.0\u2033 _module_preset=\u201ddefault\u201d global_colors_info=\u201d{}\u201d][et_pb_image src=\u201dhttps:\/\/longtimelabel.com\/wp-content\/uploads\/2023\/12\/Greenwashing-_-definition-impact-et-solutions_EN.jpg\u201d alt=\u201dGreenwashing: Definition, Impacts and Solutions by LONGTIME\u201d title_text=\u201dGreenwashing definition, impact and solutions\u201d _builder_version=\u201d4.23.1\u2033 _module_preset=\u201ddefault\u201d custom_margin=\u201d|||14px||\u201d global_colors_info=\u201d{}\u201d][\/et_pb_image][et_pb_text _builder_version=\u201d4.22.0\u2033 _module_preset=\u201ddefault\u201d custom_margin=\u201d||39px|||\u201d global_colors_info=\u201d{}\u201d]<\/p>\n
In the current context, where the environmental crisis is no longer a simple subject of debate, but a7> simple subject of debate but a tangible reality, of many companies attempting to ride the wave of environmentalism. While some of them are adopting real measures that respect the a28> the environment, others take a shortcut that is unfortunately becoming increasingly common: greenwashing greenwashing<\/strong>. <\/span><\/p>\n Behind this English term, which can be translated as \u201cgreenwashing\u201d in French, hides a reality that is much less green than it appears.<\/span><\/p>\n [\/et_pb_text][et_pb_text _builder_version=\u201d4.23\u2033 _module_preset=\u201ddefault\u201d header_text_color=\u201d#009541\u2033 header_2_font=\u201d|800|||||||\u201d header_2_text_color=\u201d#009541\u2033 header_3_font=\u201d|800|||||||\u201d custom_padding=\u201d||0px|||\u201d global_colors_info=\u201d{}\u201d]<\/p>\n The term \u201cgreenwashing\u201d is an expression composed of \u201cgreen\u201d and \u201cwashing\u201d. Greenwashing refers to a deceptive marketing practice used by some companies to portray themselves as more environmentally friendly than they really are. <\/span><\/p>\n More specifically, greenwashing is a communication strategy whereby a company or an organisation to present itself as environmentally friendly, through advertisements, environmental claims, pictograms, corporate discourse or even articles \u201cgreen\u201d, without real substance and without the fact that these a36> promises are fulfilled by real and meaningful actions. <\/span> Thus, a company may be criticised if it spends more money or effort on advertising itself as environmentally friendly than on actually adopting environmentally responsible practices. Greenwashing is a relatively recent phenomenon, with roots dating back to the 1960s and 1970s\u2014a time marked by growing environmental awareness around the world. However, it was in the 1980s that the term \u201cgreenwashing\u201d was first officially used, by American environmental activist Jay Westerveld. In response to growing environmental awareness and a stronger willingness among consumers to change their purchasing habits in favour of environmentally friendly products, greenwashing has unfortunately become a widespread marketing strategy across many industries. In advertising, greenwashing can take many forms, including misleading claims, the misuse of eco-friendly terminology, or the use of questionable \u201cgreen\u201d labels.<\/span><\/p>\n The practice of \u201cgreenlabelling\u201d involves placing green labels on goods that are not truly sustainable. \u00a0<\/p>\n The fashion industry is a key sector for greenwashing. According to Elisabeth Lier Haugseth, the organisation\u2019s director, as reported by US-based website Dezeen, \u201cthe details regarding the collection were too vague and did not clearly specify the actual environmental impact of each garment \u2014 such as the amount of recycled material used in each item. <\/span>These controversies have damaged its reputation, demonstrating that greenwashing can prove counterproductive. To this day, despite the persistent debate about its actual impact, the line of <\/span>clothing known more responsible <\/span>part always of the range offered by H&M.<\/span><\/p>\n Greenwashing in the energy sector has become a major legal concern, as illustrated by the case of TotalEnergies. <\/span>An investigation for \u201cmisleading commercial practices\u201d was opened in December 2021 by the economic and financial division of the Nanterre public prosecutor\u2019s office, following a complaint filed in October 2020 by several organisations, including Wild Legal, Sea Shepherd France and Darwin Climax Coalitions. <\/span><\/p>\n These organisations accuse the French oil and gas group of engaging in misleading communication about its climate strategy \u2014 notably by promoting its carbon neutrality ambitions while continuing activities that generate high levels of greenhouse gas emissions. The food industry is also affected by greenwashing. <\/span><\/p>\n Here, \u201cgreen labelling\u201d is a frequently used tactic. This involves applying labels or tags to goods indicating that they are \u201corganic\u201d, \u201cnatural\u201d, \u201crecycled packaging\u201d, etc., when the reality may be quite different. <\/span>Nestl\u00e9, for example, has been criticised for using the term \u201cnatural\u201d on some of its products, even though they contain artificial or highly processed ingredients. The organisation has also been criticised for claiming that its Nesquik products are \u201ca great way to start the day\u201d, even though they contain what is considered to be an excessive amount of sugar. <\/span><\/p>\n In addition, many brands in the agri-food industry display the \u201corganic\u201d label on their products, but compliance with organic standards across their supply chains is often disputed. <\/span><\/p>\n The impact of false environmental claims on the reputation of organisations a6> the reputation of organisations can be severe. <\/span><\/p>\n Firstly, it undermines public trust, which can reduce brand loyalty and impact sales. BP (British Petroleum) is a classic example of the dangers of greenwashing. In 2000, the company launched a rebranding campaign with the slogan \u201cBeyond Petroleum\u201d to emphasise its commitment to sustainability. <\/span>However, after the Deepwater Horizon disaster in 2010, this \u201cgreen\u201d image collapsed. \u00a0<\/p>\n As you may have gathered, one of the most common greenwashing strategies involves using vague or poorly defined terms such as \u201cgreen\u201d, \u201csustainable\u201d, or \u201cnatural\u201d. Distraction is another common strategy. The use of fake sustainability labels or \u201cgreen\u201d logos is also a common strategy. According to the European Commission, 42% of the 344 claims analysed on e-commerce sites are indeed misleading. a6> the e-commerce sites are in fact exaggerated, false or misleading. A poor code of conduct, in short. <\/span><\/p>\n In response to these alarming trends, ADEME (the French Agency for Ecological Transition) and ARPP (the French Advertising Standards Authority) have launched initiatives to curb the excessive and misleading use of \u201cgreen\u201d claims in corporate communications.<\/span><\/p>\n In the face of the climate emergency, the environment and sustainable development have become key concerns for advertisers, agencies, and the general public. The French Advertising Standards Authority (ARPP) also plays a key role in the fight against greenwashing. Alongside these institutional initiatives, the NGO Friends of the Earth launched the \u201cPinocchio Awards<\/a><\/span>\u201d to call out companies and organisations engaging in greenwashing. The aim of this award is to expose the disastrous impact of certain companies on the environment and human rights.What is what is greenwashing ?<\/strong><\/h2>\n
<\/span>It is a way of capitalising on consumers\u2019 growing concern for the environment and sustainability, without necessarily committing to a genuinely environmentally responsible approach.<\/span><\/p>\n
Another common example is when an organisation highlights one environmental aspect of its product while ignoring or downplaying other, more significant negative environmental impacts. <\/span><\/p>\nOrigins of Greenwashing<\/strong><\/h3>\n
It was during this period that organisations began to recognise the potential appeal of a \u201cgreen\u201d image to customers.
Across the globe, this form of \u201cgreen disguise\u201d took hold alongside the rise of the environmental movement. <\/span><\/p>\n
He coined the term in response to a hotel\u2019s practice of encouraging guests to reuse their towels to \u201csave the oceans\u201d, while simultaneously investing in large-scale construction projects that were highly damaging to the environment.<\/span><\/p>\n <\/h2>\n
How do companies use greenwashing in their communications through advertising?<\/strong><\/h2>\n
So how do companies use it in their communications? <\/span><\/p>\n
In doing so, companies adopt a veneer of environmental respectability without having to make substantial changes to their practices.
The European Commission alone has identified nearly 200 different environmental labels in Europe, with widely varying levels of relevance and rigour. <\/span><\/p>\nThe various sectors of industry affected by the practice of greenwashing <\/strong><\/h2>\n
Greenlighting, one form of greenwashing in the fashion industry<\/strong><\/h3>\n
Several major brands are known to use the \u201cgreenlighting\u201d technique.
By highlighting a small range of \u201cgreen\u201d products, they attempt to divert attention away from their overall polluting production practices. <\/span>One example that stands out is that of H&M with its \u201cConscious\u201d line, which aims to be more respectful of a13> the environment thanks to the use of recycled or organic materials.<\/span><\/p>\nGreenwashing in the energy sector<\/strong><\/h3>\n
The associations\u2019 lawyer, William Bourdon, even described this form of greenwashing as \u201csustainable cynicism\u201d.
This legal case highlights the growing risk faced by organisations that adopt environmentally insincere business practices. <\/span><\/p>\nGreen labelling: the scourge of greenwashing in the food sector<\/strong><\/h3>\n
Some brands are regularly accused of only loosely adhering to organic specifications, without making a genuine commitment to a broader transition towards sustainable farming or production methods. <\/span><\/p>\nThe impact of greenwashing on the image of companies<\/strong><\/h2>\n
Secondly, greenwashing can lead to legal sanctions, adding financial burdens for companies while also damaging their reputation. <\/span>Moreover, it creates fertile ground for genuinely sustainable competitors to stand out.
From a financial perspective, it can discourage responsible investors \u2014 who are increasingly numerous \u2014 from placing their capital in the company concerned. <\/span>Socially, it can foster widespread cynicism towards environmental initiatives, thereby slowing environmental progress.
Finally, in our hyperconnected world, negative publicity related to false claims spreads rapidly on social media, which can have long-term consequences for a company\u2019s reputation. <\/span><\/p>\n
The public lost trust in BP, the industry had to pay billions in fines, and its stock market value plummeted.
This event shows that resorting to such practices can have disastrous consequences \u2014 not only for a company\u2019s reputation, but also for its financial standing. <\/p>\nStrategies of greenwashing commonly used and how to identify them<\/strong><\/h2>\n
The use of vague terminology in words such as \u201cgreen\u201d or \u201cnatural\u201d<\/strong><\/h3>\n
These words can create the impression that a product or service is environmentally friendly, when that may not actually be the case.
To spot this strategy, it\u2019s important to look for <\/span>evidence or certifications that support the company\u2019s claims.<\/p>\nThe diversion of attention from consumers<\/strong><\/h3>\n
A company may highlight a minor part of its operations that is environmentally beneficial, while ignoring or downplaying more harmful practices.
To counter this strategy, it is essential to consider the organisation\u2019s overall practices rather than focusing solely on one positive aspect. <\/span><\/p>\nThe use of fake environmental labels<\/strong><\/h3>\n
These labels can give the impression that a product is environmentally friendly, even when it may not be.
To avoid being misled by this strategy, it is important to check the validity of the labels and become familiar with genuine environmental certifications. <\/span><\/p>\n <\/h2>\n
How can we combat greenwashing?<\/strong><\/h2>\n
ADEME (the French Agency for Ecological Transition) against greenwashing<\/strong><\/h3>\n
The French Agency for Ecological Transition (ADEME) is therefore working to guide professionals in their communication practices.
To this end, ADEME has published <\/span>a guide<\/a><\/strong> and developed assessment tools to help companies self-evaluate their responsible communication practices.
While these tools do not grant any official certification, they provide a solid foundation for more honest and transparent communication. <\/span><\/p>\nThe ARPP against greenwashing<\/strong><\/h3>\n
Its primary mission is to promote fair and truthful advertising, in the interest of both consumers and professionals.
The ARPP develops codes of conduct and guidelines that professionals are expected to follow \u2014 a system that has even been certified by Bureau Veritas.
The organisation operates within the framework of \u201csoft law\u201d, offering alternatives or complements to existing regulations to encourage more ethical advertising practices.
The French Council of State has acknowledged the effectiveness of this self-regulation model, highlighting its importance in promoting more responsible advertising. <\/span><\/p>\nGreen claims and other regulations against greenwashing<\/strong><\/h3>\n
It seeks to unmask those that use \u201cgreen\u201d rhetoric to whitewash their image, while employing practices that are far from exemplary. <\/span><\/p>\n