2023-08-15 09:44:27
“Silicone-free shampoo”, “product of plant origin”, “recycled fabrics” or packaging dressed in green… Consumers believe less and less in the marketing strategies of companies, who wish to project a “more responsible” image. Companies that engage in “greenwashing” highlight environmental concerns that they are far from having in their practices. “Greenwashing” is also called ecological bleaching or image greening.
“Greenwashing” or eco-laundering is a marketing technique used by a company with the aim of giving itself a misleading ecological image. Those who practice “greenwashing” highlight environmental concerns that they are far from having in their practices. The ecological argument is therefore used in a misleading way, it is a form of false . Many companies use “greenwashing” to improve their image, this can be found in several sectors such as fashion, cosmetics, agri-food or automotive.
Greenwashing is also called ecological bleaching or image greening. This practice is dangerous because it discourages consumers to change their consumption patterns and makes them believe that the problem is solved. It’s a practice that “puts us to sleep while the house is burning”, according to experts.
How to recognize le «greenwashing» ?
“Greenwashing” uses communication tools that make people believe that the company is in a process of sustainable development and environmental protection. Some companies will use “greenwashing” in their communication campaign or simply on their packaging. For example with an advertisement highlighting their positive carbon impact thanks to the planting of trees which offset their ecological footprint. The promotion of the use of renewable energies or eco-responsible materials in order to be more respectful of the environment, when this represents a small percentage of the finished product.
On the packaging or presentation of a product, several indications can put us on the trail of misleading that uses false labels or even dubious arguments, such as the use of the color green to make believe in the character ” nature” of its product or service, the use of photos of landscapes, nature, forests, plants, etc., the presence of false labels (labels that come out of nowhere and that no one knows regarding but which legitimize the brand on its practices, for example: “100% natural cotton”) or even the use of the lexical field of nature, innocence, love: “made with love”, “naturally yours”. In France, a new study published by “Goodvest” shows that 75% of consumers say they are wary of companies’ ecological promises. “Silicone-free shampoo”, “product of plant origin”, “recycled fabrics” or packaging dressed in green… Consumers believe less and less in the marketing strategies of companies, who wish to project a “more responsible” image. The French are fearful of companies’ ecological promises. And this trend is no coincidence since a survey carried out in 2021 and 2022 by the Directorate General for Competition, Consumer Affairs and Fraud Prevention (Dgccrf) revealed that a quarter of the companies inspected in the framework of the fight once morest “greenwashing” was “anomalous”.
With the creation of professions, such as CSR managers, companies are investing heavily in this form of marketing, in the hope of attracting as many people as possible. The consumer is then faced with a dilemma.
Without possible verification, should he take this campaign at its word? Insufficient or absent evidence, false labels not checked, it then becomes difficult to distinguish “greenwashing” from a real approach in favor of the environment.
According to the survey, certain sectors arouse particular distrust among consumers. And it is finance that comes in first place, since it does not collect more than 4% of the confidence of the French. “Indeed, greenwashing is very present in this area and the French are increasingly aware of it,” says the CEO of “Goodvest”. However, sustainable development has become an important issue in the sector, in particular with the launch of the Socially Responsible Investment (SRI) label in 2016.
The negative effects of greenwashing, such as deceiving and manipulating consumers, avoiding concrete actions and blocking the ecological transition, can be significant. However, this situation can also lead to positive changes.
This is particularly the case when stakeholders, policy and business decision makers and researchers raise awareness of these practices. Consumers can demand more transparency and hold companies to account when they misbehave.
The best ways to avoid “greenwashing”
The best solution once morest “greenwashing” is to be well informed regarding the brands, their production methods, the materials used and the places of manufacture. Information that is more easily found when turning to “slow fashion”, eco-responsible brands are more transparent. To fight once morest “fast fashion” and “greenwashing” in fashion, you must follow these few recommendations: buy less and take the time to think things through before buying and then move towards clothes that last over time, turn to eco-responsible brands (ethical fashion brands strive to produce in a reasoned way in smaller quantities, sometimes in pre-order and in eco-responsible materials), learn to read labels, if the information they contain are clear, real and precise. It must be said that this is not really the case since since last March, the EU has undertaken to crack down on “greenwashing” by adopting new labeling rules. According to estimates published by the European Commission, around 53% of environmental statements made by companies contain “vague, misleading or unfounded” information, while 40% are “totally unsubstantiated”.
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