January 15, 2012
Greenwashing vs. Real Responsibility
Greenwashing has been an issue since consumers started paying attention to environmental claims of their favorite brands. For those unfamiliar with the term, greenwashing is unethical strategic communication that positions a brand as more environmentally responsible than it actually is.
Many companies are working hard to implement real, meaningful environmental improvements, so it’s interesting to note that Xconomist Robert Noble considers greenwashing one of the biggest issues of the coming year. Apparently in his experience many other companies are still settling only for superficial programs that yield dubious results. And that makes him really angry. This is evident in his response last week to the question Xconomy posed to its Xconomists – What would you “be willing to throw a punch over?”
“In both of my fields of distributed renewable energy infrastructure and environmental composites, I would throw a punch at corporations and/or public sector entities, agents, or elected officials who have an environmentally destructive agenda, yet make no real effort to alter that agenda—and to add insult to injury, lie about their activities in the interest of power or profits. ‘Greenwashing’ is rampant in most industries and sectors and needs to be targeted. It is a particularly disingenuous form of false advertising.
Plundering our environment is a type of crime, and in most cases it is done, not out of ignorance, but out of a singular focus on profit above all else. This is unacceptable by any standard.”
The good news is that effective corporate responsibility programs with an environmental focus are not only possible – they are a win/win for all involved if done correctly; They can reduce environmental impact, improve the bottom line for shareholders and improve loyalty of customers and employees.
When working with clients, Nyhus emphasizes that corporate responsibility programs are strategic business decisions. They are an opportunity to yield positive business results and engage with stakeholders in a meaningful way, building real trust along the way.
For an in-depth study on the difference between greenwashing and corporate responsibility, view Tiffany Derville Gallicano, Ph.D.‘s article published by the Public Relations Society of America (PRSA), A Critical Analysis of Greenwashing Claims.
[Photo courtesy of Flickr user Håkan Dahlström]