SourceWatch on Greenwashing: Definitions, Allure and Detection

This January 10th 2013 article offers a great summary of greenwashing as well as an explanation of why greenwashing occurs and rough rules of thumb to detect it.

Greenwashing is the unjustified appropriation of environmental virtue by a company, an industry, a government, a politician or even a non-government organization to create a pro-environmental image, sell a product or a policy, or to try and rehabilitate their standing with the public and decision makers after being embroiled in controversy.

The U.S.-based watchdog group CorpWatch defines greenwash as "the phenomena of socially and environmentally destructive corporations, attempting to preserve and expand their markets or power by posing as friends of the environment." This definition was shaped by by the group's focus on corporate behavior and the rise of corporate green advertising at the time. However, governments, political candidates, trade associations and non-government organizations have also been accused of greenwashing.

Video - Greenwash Coverage from TerraChoice: The Seven Sins (CBC Newsworld)

TerraChoice Environmental Marketing Inc president Scott McDougall talks about the dangers of Greenwashing on CBC NewsWorld on April 17th, 2009.

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New FTC Green Guidelines for Marketers

In October 2012 the Federal Trade Commission’s (FTC) updated its Green Guides for marketers. The original draft of the updated guidelines were released in 2010. The changes that should be noted pertains to the FTC's interpretation of general environmental benefits, more specifically claims that a product is “eco friendly” or “green,”

There are at least two salient points to be made here. The first is that the FTC now requires proof of any stated environmental benefit and the second is what it calls “environmental tradeoffs.” The replacement employed in the greener offering must indeed be green. The net effect is that companies will have to work harder to prove the claims they make. The FTC also has new powers to act against those who contravene these guidelines.

Earth Day Marketing Mayhem ROI

Earth Day is now a marketing frenzy, but what is the return on the investment (ROI) for green marketing at this time of year? According to a recent GreenBiz article there is questionable value to environmental promotions at this time of year. Albe Zakes, the global vice president of media relations for TerraCycle, says Earth Day is not the best time for major initiatives. TerraCycle which helps companies with recycling programs, actively dissuades their customers from launching major initiatives on or around Earth Day.

Earth Day "Green" Shopping

There are a plethora of green promotions going on this Earth Day. A very wide range of products can be found with some sort of green marketing angle. A good illustration of the specials, discounts and other promotions are summarized in following two online sites:

Wide Range of Earth Day Promotions

Many different businesses are using Earth Day to promote their products. They run the gamut from green to greenwashing. Here are three examples of products that are using Earth Day as a marketing vehicle. As reported by the Go Green Guy Lowe’s Home Improvement is holding an Earth Day sale on LED light bulbs.

One Stop Green's Earth Day Activities

One Stop Green is an e-commerce site that promotes sustainability and green living 365 days a year. The OneStopGreen.com website offers Green Living products, applications, tools and tips. On Earth Day they are offering special promotions all throughout the site.

Sears' Earth Day Activities

On the eve of the 42nd anniversary of Earth Day Sears Holding Corp.’s is offering some big discounts on its green products. Sears is doing a range of different things for Earth Day from recycling old cell phones and computers to offering great deals on articles like efficient ENERGY STAR-qualified appliances.

Best Western's Earth Day Activities

Best Western International has formed a year long partnership with the Earth Day Network. Best Western is joining Bridgestone in sponsoring the massive Earth Day event on the National Mall in Washington, D.C., on April 22. As the centerpiece of Earth Day in the US, the National Mall event will attract Hundreds of thousands of people.

Bridgestone's Earth Day Activities

Bridgestone Americas Tire Operations (BATO) is sponsoring the massive Earth Day event on the National Mall in Washington, D.C., on April 22. As the centerpiece of Earth Day in the US, the National Mall event will attract Hundreds of thousands of people to the festivities on April 22.

What Businesses are Doing for Earth Day 2012

As reviewed in a Green Biz article titled How Corporations are Celebrating Earth Day 2012, the business community is getting involved in this high holy day of sustainability. Most sustainability executives interviewed see Earth Day as an opportunity to connect and engage with their employees. Companies are encouraging their employees to get involved in environmental activities like cleanups and other volunteer efforts.

Earth Day 2012 and Business

Earth Day is about sharing an awareness that results in lasting change and nowhere is this more important than in the business community. Everyone needs to be involved and invested to enact the scope of the changes required. But as a leading contributor of climate change causing emissions business has a unique responsibility. As part of efforts to raise awareness businesses are reaching out to employees, customers and their supply chains.

Coke and the WWF's CO2 Eating Billboard

The WWF has collaborated with Coca-Cola since 2007, together they have focused on freshwater conservation, including Coke's agricultural supply chain. The two work together on action plans aimed at mitigating risks to some of the world’s most important freshwater basins and watersheds that are threatened by dams, pollution and damaged habitat.

Coca-Cola is also working with the WWF to render its advertising message in an environmentally appropriate medium. On June 23, the World Wildlife Federation and Coca-Cola unveiled a billboard in the Philippines that actually eats CO2.

The 60 x 60 foot living billboard in Manila is made of thousands of Fukien tea plants and was created in conjunction with Coca-Cola Philippines’ Live Positively sustainability program. The billboard is shaped in the iconic outline of a coke bottle and written across it is the statement ‘This billboard absorbs air pollutants.'

“We are proud that we have brought to life the first plant billboard in the country. It is an embodiment of our company’s Live Positively commitment to making a positive difference in the world by incorporating sustainability into everything that we do. With this, we hope to inspire Filipinos to join us in our journey, because we know that together, we can make a positive impact,” stated Guillermo Aponte, president of Coca-Cola Philippines.

The billboard is using pots made from recycled bottles that contain 3,600 trees, which live off a mixture of organic fertilizers. The novel advertising employs an efficient drip irrigation system which saves water and fertilizer. Each of the 3,600 trees on the billboard can absorb up to 13 pounds of CO2 a year. When fully grown, the billboard will absorb a total of 46,800 pounds of carbon dioxide from the atmosphere.
© 2011, Richard Matthews. All rights reserved.

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