What Is Greenwashing

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Context:

The Advertising Standards Council of India (ASCI) recently proposed guidelines that aim to check Greenwashing in ads.

Relevance:

GS III: Environment and Ecology

Dimensions of the Article:

Greenwashing is the process of conveying a false impression or misleading information about how a company’s products are environmentally sound.
Greenwashing involves making an unsubstantiated claim to deceive consumers into believing that a company’s products are environmentally friendly or have a greater positive environmental impact than is true.
In addition, greenwashing may occur when a company attempts to emphasize sustainable aspects of a product to overshadow the company’s involvement in environmentally damaging practices.
Performed through the use of environmental imagery, misleading labels, and hiding tradeoffs, greenwashing is a play on the term “whitewashing,” which means using false information to intentionally hide wrongdoing, error, or an unpleasant situation in an attempt to make it seem less bad than it is.

A classic example of greenwashing is when Volkswagen admitted to cheating emissions tests by fitting various vehicles with a “defect” device, with software that could detect when it was undergoing an emissions test and altering the performance to reduce the emissions level.
A plastic package containing a new shower curtain is labeled “recyclable.” It is not clear whether the package or the shower curtain is recyclable. In either case, the label is deceptive if any part of the package or its contents, other than minor components, cannot be recycled.
A trash bag is labeled “recyclable.” Trash bags are not ordinarily separated from other trash at the landfill or incinerator, so they are highly unlikely to be used again for any purpose. The claim is deceptive because it asserts an environmental benefit where no meaningful benefit exists.

There is a growing body of evidence that shows consumer sentiment is slanted toward being green and environmentally sustainable.
- When a company, product or service is caught or discovered to be greenwashing, there is a general sense of distrust that occurs. Consumers will no longer trust the brand or product in question, and might also begin to question other claims.
Companies engaged in greenwashing – consumers will likely choose other organizations that are more ethical.
- Greenwashing can degrade customer satisfaction, erode brand loyalty and potentially affect repeat purchases.
On Planet – Ultimately, the biggest effect of greenwashing is existential.
- Each act that an organization or individual doesn’t take with real green initiatives has a potential negative effect on the planet.
- With the effects of climate change continuing to manifest on humanity, there is no time to waste in taking steps to help improve sustainability such that humanity and Earth itself will continue to survive.

-Source: Business Standard