We see a lot of greenwashing. In the media and at the supermarket, where there is demand for greener products and services, there will be companies and advertisers who want to take advantage of this in the worst possible manner. This greenwashing is having a negative effect on consumer attitudes and behaviour.

The US-based baked goods company Sara Lee got caught out making inaccurate – but fairly believable – claims about its bread being eco-friendly when in fact, it’s no greener than any other bread out on the market (see: “Shameless Greenwashing” in Technorati).

For those of us with an interest in ocean sustainability, there is great concern that the East Coast swordfish fishery will become the first large-scale longline fishery in the world to be certified by the UK-based Marine Stewardship Council. This would result in the destruction of turtles, sharks and dozens of other species in bycatch (See article from CBC).

The greenwashing industry

Those who want to live a more sustainable lifestyle have welcomed the massive growth in green products and services. The message is getting out about the positive choices we can make. Unfortunately, there has also been a parallel growth in the greenwashing industry. Some notable examples of greenwashing in advertising and marketing include: the fuel-efficient Hummer, the more eco-friendly bottled water and – you have to laugh at this one – according to the Greenwashing Index from EnviroMedia,  “Fur is Green”.

A positive outcome of all the talk about greenwashing has been that some consumers have become more critical and they have educated themselves and their families on the perils of greenwashing. They want to do good for the environment but their more basic impulse is to protect themselves from becoming the victims of fraud. Nobody wants to be ripped off – either by the sellers or the advertisers and we can never be too informed or over-educated when it comes to greenwashing.

Green fatigue, distrust and cynicism

A less welcome outcome of the greenwashing trend has been that many consumers have been put off greener products altogether. Why should anyone pay more for something when the claims are at best meaningless and at worst, fraudulent?

The annual international Greendex survey found that while Canadians felt a great urgency in being environmentally-friendly, their consumer choices did not reflect this concern. The reason cited by 46 per cent of Canadians was their fear of greenwashing, lies or inflated claims by companies. This cynicism rated higher than cost and inconvenience as reasons for their non eco-friendly choices. The findings were similar for many countries with 44 per cent of all respondents claiming greenwashing to be a barrier in greening their consumer choices.

Where numbers are concerned, it’s not just preaching to the converted that is going to make the difference but persuading the average consumer that is going to make the difference. While it’s important for the dark green consumers and the eco-conscious to stay alert and educated about sustainable transportation or food choices, getting the Joe and Jane Bloggs to switch over to a more fuel efficient car and buying greener groceries will have a more significant effect on the environment in the immediate term.

It’s crucial that consumers don’t give up on greener choices altogether. Imagine the disaster that would result if large numbers of people stopped recycling, gave up on public transportation and resumed eating unsustainable seafood.

Fight back the greenwash tide

So how do we fight the greenwashers?  Those who advocate for an unfettered free market would claim that the market is dictated by consumers who have the force to cull out greenwash. On the other end of the spectrum are those who support strong regulations and intervention by government and legal bodies. The solution is in the middle somewhere as we’ve seen that sometimes, legal and regulatory interventions are necessary – as in the case of dangerous or fraudulent claims. Otherwise, an informed mass of consumers can drive the greenwashers out of business.

With the exponential growth in social media, the margin of error for the bad guys has become a lot smaller. We’ve all see how a leaked video on YouTube or a Twitter campaign can expose companies that put consumers’ health at risk or sell bogus items. So lets all get involved in the discussion and fight the greenwashers.

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