In a world where the focus is on caring for the environment, a phenomenon has begun to spread like wildfire. This is ‘greenwashing’, a practice that some companies use to “appear” to have an environmental commitment which, in many cases, remains mere words.
‘Greenwashing’, an Anglicism that refers to “greenwashing”, deceives consumers into believing that the products or services offered are sustainable, when in fact they are not. The ability of consumers to identify this practice becomes crucial to promote a true ecological transition.
Originating in the 1980s, the term ‘greenwashing’ was coined by environmental activists who began to observe deceptive tactics in company advertising. This combination of words “green” and “washing” refers to the way in which many organizations hide or disguise their harmful practices under an ecological facade.
Along these lines, it is not just a marketing phenomenon; It is a strategy that can weaken genuine effort towards sustainability by generating distrust among consumers.
This way, numerous companies have been singled out for their ‘greenwashing’ activities, covering sectors as varied as fashion, cosmetics, technology and food. From using vague terms like “eco-friendly” to exaggerating your environmental achievements, misinformation comes in multiple forms.
Therefore, it is not unusual for companies to divert attention towards a “green” product within a catalog that is mostly harmful to the environment, creating a kind of illusion of “ecological responsibility”.
How to detect ‘greenwashing’
To address this problem, it is essential that consumers learn to detect ‘greenwashing’. Consistency in the message is key; If a company calls itself “sustainable” but their other promotions contradict this statement, It is an alarm signal, according to platforms such as Iberdrola either Selectra. Likewise, it is important to evaluate the clarity of the terms used and require “third-party certifications that validate sustainability claims.”
Companies that are truly committed to the environment usually have “public and transparent sustainability policies”as explained by Iberdrola. Annual sustainability reports can offer a realistic view of your efforts, while unclear initiatives are an indication of ‘greenwashing’. In this context, the role of NGOs becomes fundamental, as they closely monitor corporate practices and raise awareness about the difference between genuine commitment and simple imagewashing.
About NGOs, Greenpeace has intensified its efforts to eradicate ‘greenwashing’. The organization advocates for legislation against misleading advertising by the fossil industry and promotes changes in the General Advertising Law so that claims about environmental impact are verifiable and regulated. These actions are vital to protect consumers from unfair practices and to drive a transition towards a sustainable economy.
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