Greenwashing, what is it? Competition among environmentally conscious business is fierce already and is sure to become more so this year. The world is changing day by day. We are seeing the effects of the damage we have caused all around us. Consumers are starting to make the shift toward supporting businesses with an environmental and ethical conscious and focus. They want to be the change.
With this new consumer need comes the need for knowledge and transparency. For you as a business owner this means being honest and not bullshitting consumers with tricky marketing and lies. Sadly there are many “Eco Products”that do little to protect the planet and its people. Instead they are simply ‘Greenwashing’ people into believing they are doing good.
What is Greenwashing?
So what is Greenwashing? Many you may not have heard this term before. Let me be really clear here that I do not support the actions of any business undertaking this practice and as a marketing specialist I am appalled at these action. Basically ‘Greenwashing’ is the practice of making an unsubstantiated or misleading claim about the environmental benefit of a product, service, technology or company practice. This can be achieved in many ways. The use of the Recycle symbol on packaging, using green packaging, wording in promotional activities and many others.
We are seeing this on several brands of plastic packaging using the words degradable. Leading consumers to believe the product will degrade into thin air and return to the earth. The fact is it only breaks down into smaller pieces of plastic over many many years. Not what we want to see at all. If we buy plastic what we want to see is Biodegradable which break down in water or can be home composted. Anything other than this will seriously impact the environment.
Consumers want to give their custom to businesses who are honest about what they stand for. They want to connect with business owners who are not only offering them something that helps them change the world but that are practicing what they preach. Honesty is always the best policy.
Stand for What You Stand On
We all have a choice to make this year and yours is will I stand for true change or will I simply be seen to be doing the right thing. I strongly encourage you to do the right thing, if you are going to run a business based on environmental principles stand by this and do the right thing. In every area of your business practice these principles and do all you can in both the products, services and life you lead to be the change the world needs to see.
If what you stand for is what you stand on, stand by this policy.
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