Brands left and right call their products “sustainable” or “eco-friendly,” making it very hard for consumers to know which sustainability claims are actually true. Sometimes, it can also be hard for the brands themselves. For brands and businesses, being perceived as ethical and sustainable drives profitability, and this sometimes results in less desirable outcomes – yes, let’s talk about greenwashing.
The concept of greenwashing has been around since 1986 and originates in a hotel in New York that was hosting a certain guest, demonstrating the qualities of an early adopter environmentalist. He questioned the integrity of the hotel’s “save a towel” movement, as the establishment was wasting resources in many other ways. And he came up with the term “greenwashing.”
It’s safe to say that the problem of greenwashing has only become more apparent in recent years. This is not because companies or brands intentionally want to deceive us. More so due to the fact that being socially and environmentally conscious sells. Consequently, marketing and advertising departments are throwing words like “green” and “eco-friendly” out there without actual evidence to back up their claims. Sportswear manufacturer Adidas was found guilty of making false and misleading claims by France’s Advertising Ethics Jury. The company announced its shoe “Stan Smith” to be 50% recycled, without disclosing whether half of the materials making up the product are recycled or if the materials can be recycled at the end of their life. This is just one of many recent examples of the pitfalls of green claims. It is no wonder that the EU has stepped in with a proposed directive requiring companies to substantiate the voluntary green claims they make in B-to-C commercial practices.
In the era of information overload – how can you be sure?
For both the B2B and B2C sectors, behind every sustainable product is usually a sophisticated supply chain. An ecosystem is designed to make sure that valuable resources are efficiently used, CO2 emissions are minimised, and all the parties involved are treated equally and respectfully throughout the supply chain. This can sometimes be an exhausting picture to paint, and people get confused. So, is it any wonder that it is easier to be enraptured by singular green promises?
As for the different shades of greenwashing, are there some giveaways? Green claims directive pays special attention to brands using vague buzzwords such as “all-natural” and “conscious.” Or if the marketing is all about idyllic imagery crowded with earthy colours, wildlife, and forests (not fitting the context).
When it comes to brand storytelling, it’s each to their own, but the equation of exaggerated marketing claims and well-meaning customers is most certainly not going to save the Earth. Quite the contrary, it distracts from and delays concrete and credible action. That is why it’s absolutely vital to be open and concrete when it comes to sustainability – both from the product and the packaging perspective. Most efficiently, it’s done by providing some credible evidence for the consumer. And by credible, we mean globally acknowledged eco-labeling or understandable and concrete communications on certified raw material sourcing.
Green packaging or total cover-up?
The only prevailing “green consensus” in packaging seems to be that plastic is bad and pretty much everything else is okay. Often, this is down to getting lost in the mishmash of terminology. You see, in addition to recyclable and renewable, sustainable packaging can refer to, for example, degradable, biodegradable, or bioplastic packaging. Instead of getting caught in the jungle of terms, the environmentally enlightened citizen might enjoy discovering current sustainable packaging trends from reliable sources.
Plastic is still a necessary material for its endurance and ability to preserve the shelf life, flavour, and texture of food. But paperboard solutions are being developed continuously to reduce as much plastic as possible. Sometimes, despite good intentions, the brands simply just miss the mark. Absolut Vodka introduced their new single-mold paper bottle in the UK. These bottles are made with only 57% paper and 43% plastic, calling it a significant sustainability milestone. While the brand was met with greenwashing claims, it is good to see that brands are trying and experimenting.
So when it comes to packaging, it really is about making sure the raw material is of sustainable origin, minimises the environmental impact, uses as few resources as possible, and is also suitable for recycling. Nestlé opens widely on their website how sustainable packaging is part of their strategy and how their sustainability claims are backed up.
As a consumer – what to keep an eye on?
How do you avoid being greenwashed and spot “the real deal”? The key is to find out rather than swallowing every green claim or trusting your gut feeling. We’ve summarised three tips to look for when you are making purchase decisions.
- Look for evidence of a holistic approach to sustainability – meaning that it is considered throughout the supply chain and in all operations.
- Transparency is always a good sign, and it also means being upfront about what needs improving and admitting if mistakes have been made.
- If it’s true, there will be proof. So dig deeper for sustainability certifications, concrete actions made, and endorsements such as credible news pieces in respected media.
