Washing Away Greenwash
Greenwash : The term used to describe the act of misleading consumers regarding the environmental practices of a company or the environmental benefits of a product or service for the purpose of increasing profits, or in order to try and enhance its standing with the general public.
Due to the increasing focus on climate change and global warming there can be no doubt that ensuring a strong ethical culture is of premium importance to companies. The latest research by Deloitte shows that four out of ten consumers will buy more environmentally friendly products this year, so companies want to ensure that their business ethics are sound, and widely publicised too. A business must demonstrate to its consumers that its corporate responsibility isn’t just playing at manipulating its carbon footprint, but that its emphasis and actions regarding protecting the planet are the core focus of the company mission.
Most importantly, those ethics must be genuine. If a company spends millions on advertising its green credentials but also manipulates its statistics to look better, for example if it employs African child labour or exploits local farmers, then those money-motivated practices will be quickly exposed by an ever-vigilant public and the media. In this modern internet age, secrets don’t stay that way for very long. Greenwash is real, and the truth will come out.
So when a company’s reputation is at stake, it is important that all companies analyse their goals and business practices and ensure their policies are rock solid when considering how they use their energy, their ethical trading plans and also their sustainable patterns of consumption. British supermarkets are currently revamping their business ethics and competing for a larger market share of an ever-increasingly environmentally aware general public. If they don’t change to reflect this trend, then their customers will go elsewhere, so it’s important to tow the line, even if it means increasing prices because they have to switch to different suppliers, or reducing their packaging, or even charging for carrier bags (which will be law in the UK next year.) Tesco (the UK equivalent of Walmart) is even carbon-foot-printing its own products. However, because supermarkets are fundamentally cost and profit driven, they will always cut corners and when they do their greenwash is quickly exposed. As John Grant said in his book The Green Marketing Manifesto, "You can't put a lettuce in the window of a butcher's shop and declare that you are now turning vegetarian."
It is a moot point as to whether or not this trend towards social, evironmental and ethical trading is an overly onerous responsibility or a new marketing opportunity, but it is certain that this will be the way forward for future capitalism in the Western World, and one day all companies will operate this way.
Our world is changing. There is no place for eco-cliché in the new corporate world. Advertising spin subsequently exposed as lies will kill a corporate brand stone-dead. Companies should tell the truth, embrace the change, and put ethics and saving the planet at the core of their agenda.
The future of business is green. Just make sure it's real green, not fake.
Well, I do hope everyone enjoyed my cure for insomnia. If anyone is still conscious after this, please do let me know...









