Nina von Kalckreuth
Greenwashing, by definition, is the "attempt to protect itself by donating money for ecological projects, PR measures or similar. as particularly environmentally conscious and environmentally friendly ". It can be derived from the concept of "brainwashing" - a kind of control or manipulation of thoughts.
Why do companies do greenwashing?
Many companies are under enormous pressure in today's climate movement as consumer demand is changing. There is much more emphasis on organic, eco-friendly and fair products, and the fine print on the back of the packaging is actually being read.
Greenwashing helps companies improve their image by buying the product with a clear conscience. For that and of course for the environment you also like to dig deeper - the companies demand a higher price. If the products are credibly sold, environmental regulations are less tightly controlled.
Greenwashing methods
According to the Climate Change Global Portal, there are some methods that companies use to keep the green image:
- Missing meaning: For example, there are still products that advertise with the label "CFC-free". While this is true, this information is irrelevant because the propellant has been banned in Germany since the 90 years.
- obfuscation: Negative properties are "hidden" by positive paraphrases. An example: the “green” Bahncard. Long-distance trains are now using 100% green electricity, but this does not yet apply to the rest of the larger rail network, namely local transport routes, as these are run on coal-fired electricity.
- Extenuation: Adidas claims that some of the shoes are made of "Ocean Plastic". However, the shoes are not really made from the garbage of the oceans, but "prevented by buying (...), that plastic garbage gets into the oceans". How exactly this should work, let's just say it. The fact that Adidas sells four million non-recycled shoes every year is glossed over here.
- False statements: Ever read the imprint "Biologically certified"? In truth, this label does not exist - that is, it simply makes false statements.
- Unclear terms: Here, terms such as "natural" or "green" are used to describe the product, although the terms in relation to the product mean nothing.
What does greenwashing mean for us?
It's a serious problem, because greenwashing is a deliberate consumer illusion. For us consumers, that means we have to pay more attention. On the one hand, the knowledge about helps Methods and business techniques as described above. This can be done via official Seal of approval inform you to avoid false statements. According to Thorge Jans from the RESET editors, "fresh produce such as fruits and vegetables can be made sure that the products from the surrounding area Region come (...) and seasonality". Buying out of season or region also means long transport routes and therefore invites you to cheat when promoting sustainability.
And finally, of course, there is also a clear mind and simple questioning - is green packaging for a product also environmentally friendly? Can drinking three cases of beer actually save the rainforest?
Further information, articles and studies from the RESET article: https://reset.org/knowledge/greenwashing-%E2%80%93-die-dunkle-seite-der-csr
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