Greenwashing is the deceptive practice of companies giving a false impression or providing misleading information about how their products, services, or overall operations are environmentally friendly. Greenwashing tells “green lies” and aims to make consumers believe that a company is more eco-friendly than it truly is.
The problem with greenwashing is companies try to seem relatable and give an illusion of helping the planet while making the same problematic decisions and covering them up with fake information. In retrospect, these actions do not make sense. Creating new fake inventions and loud claims takes time and effort – the same things required to make a change towards a happier environment.
In 2019, McDonald´s launched paper straws that were too thick to be properly recycled. “As a result of customer feedback, we have strengthened our paper straws, so while the materials are recyclable, their current thickness makes it difficult for them to be processed by our waste solution providers, who also help us recycle our paper cups,” a McDonald’s spokesman said. So, what do we choose? Bring our own reusable straw, drink without a straw, use a paper straw that is too thin to survive in liquids, or use a thick paper straw that cannot be recycled even by the provider?
The debates continue, but companies do not stop surprising people with fake narratives. Innocent Drinks (yes, the delicious juices and smoothies) is a good example of greenwashing gone wrong. Coca-Cola, the worst plastic polluter in the world, owns the company. Innocent Drinks also uses single-use plastic – which thankfully goes through a recycling system in the Netherlands, but not everywhere in the world. Yet, they released two TV cartoon adverts – featuring cute animals singing songs about recycling and fixing the planet to connect the brand with these contradictory claims. Luckily, the ASA (Advertising Standards Authority in the UK) banned the ludicrous ads after Plastic Rebellion reported them.
Other companies claim their positive effects on the environment while hiding 100s of harmful impacts the brand has on the planet. The list goes on, and keeping track of all the lies produced by corporate greed is not easy.
With some luck, greenwashing’s days will be numbered – especially with stricter new laws from the EU and other regions. People are tired of the same old corporate tricks and want to support sustainable brands.
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