Consumers are becoming drawn to products and services that align with their sustainability values. However, as the demand for eco-friendly options rises, so does the prevalence of greenwashing – an insidious practice where companies exaggerate or falsely claim their products to be environmentally friendly.
Greenwashing is a global issue. The word is a portmanteau of “green,” often associated with environmentalism, and “whitewashing,” which means to cover up or gloss over undesirable facts.
Greenwashing manifests in various forms, making it imperative for consumers to be discerning about common tactics. Red flags include vague and unsubstantiated claims, irrelevant certifications, and a lack of transparency regarding a product’s environmental impact.
Detecting greenwashing can present challenges for consumers. However, there are several effective strategies and key indicators to discern authenticity from misleading claims.
One crucial aspect to watch out for is the use of vague or generic terms such as “eco-friendly,” “green,” or “natural” without clear specifics about what makes the product environmentally friendly.
Moreover, scrutinising claims without substantial evidence or third-party certifications can also reveal potential instances of greenwashing.
It’s essential to seek concrete proof of a company’s assertions. Lack of transparency can be another red flag as companies that are truly dedicated to sustainability tend to be open about their practices.
If a company withholds detailed information, it might indicate questionable motives.
Another valuable method is verifying the credibility of environmental certifications associated with products.
Not all certifications hold the same weight, so it’s crucial to look for reputable and established bodies within the industry.
Consumers should exercise caution when encountering comparative claims, such as being “greener” than alternatives without backing up the claim.
Overly positive labels that seem too good to be true should also raise awareness. Consider the entire life cycle of a product, rather than just its isolated environmental impact.
A company’s progress over time can also provide insights. Genuine environmentally conscious companies typically demonstrate a commitment to continuous improvement, while stagnant claims may indicate greenwashing.
Consistency is crucial. Conflicting marketing messages that contradict a company’s actual practices could be a warning sign. Aligning actions with stated commitments to sustainability is paramount.
Be cautious of marketing materials featuring nature or greenery with no information about the company’s environmental efforts.
Seeking information from independent sources, consumer reviews, or environmental organisations can provide a more objective view of a company.
How can we combat greenwashing?
Greenwashing is prevalent across various industries, so consumers must cultivate a critical mindset beyond superficial marketing ploys.
Familiarise yourself with reputable eco-friendly labels and certifications, such as Sirim Eco-Labelling, Star, USDA Organic, or Fair Trade, to ensure that chosen products genuinely adhere to stringent environmental standards.
Stay informed about industry practices and environmental issues to make well-founded decisions.
Transparency matters. Seek out businesses that openly share information about their supply chains, manufacturing processes, and environmental initiatives. Trustworthy companies are eager to showcase their sustainability efforts, offering consumers insights to make informed choices.
Greenwashing hinges on the use of vague language to create a perception of environmental friendliness. Maintain a healthy scepticism toward terms like “all-natural,” “eco-friendly,” or “green,” lacking specific details.
Look for concrete information about a product’s life cycle, sourcing, and disposal to ensure alignment with your sustainability goals.
Participate in online forums, social media groups, or local environmental organisations can prove valuable for sharing information about greenwashing.
Always demand accountability. Contact with brands through social media or customer service channels, seeking detailed information about their environmental practices. Companies committed to sustainability will demonstrate transparency and responsiveness to enquiries.
Consumers play an important role in holding companies accountable for their environmental claims in pursuing a greener world. Every informed choice is a tangible step toward a more sustainable and eco-friendly future. - FMT
Abdul Rahman Zahari is a senior lecturer at the Uniten Business School.
The views expressed are those of the writer and do not necessarily reflect those of MMKtT.
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