Greenwashing (w2) Flashcards
(25 cards)
What is greenwashing?
It’s a marketing tactic that tries to take advantage of people’s interest in eco-friendly products by pretending to be more “green” or sustainable than they really are. The goal is to look environmentally responsible, even if the actions aren’t genuine.
How many ways can we recognise Greenwashing?
10
1.Unclear statements
Vague terms such as “green”, “environmentally friendly” which are not detailed enough
- Missing evidence
Check wether the company provides concrete data, studies or certificates
- Excessive use of green images
Be sceptical about heavy use of images or symbols
- Partial sustainability
Question whether only a small proportion of the products are advertised as sustainable
- Selective Reporting
They only make sure that positive aspects are emphasised and negative aspects are concealed
- Independent certificates and labels
Check the origin of the environmental labels and certificate
- Short sustainability story
See if the company has recently positioned itself as sustainable
- Criticism from third parties
Look for reports and assessments from independent sources of NGO’s
- Transparency in supply chain
Companies should provide detailed information about their supply chains
- Responsible Production
Pay attention to measures to reduce waste, emissions and energy consumption
What other types of washing exist?
Rainbow washing (LGBTQ+) and Pink washing (breast cancer)
What is GCD?
Green Claims Directive
What are the objectives of GCD?
- to identify new criteria to enable sustainable choices,
- to protect consumers and businesses from greenwashing,
- and to prevent false or misleading advertising from hindering the green
transition.
According to them…
only companies that have verified their claims are
environmentally compliant can gain commercial advantages from using
ecological claims
March 2022
proposal for a
directive on empowering consumers for
the green transition + durability
and repairability of products
March 2023
It requires companies to back up their environmental claims with solid, scientific proof that can be verified.
March 2024
The Parliament has agreed to create a system to check and approve environmental claims before they’re used, to protect people from false or misleading ads.
Why should companies consider green claims?
Reputation management, retail and e-tail access,
What is a tool for greenwashing prevention?
Traceability
What is traceability?
is the ability to track the origin, history, and movement of a product or its ingredients through every step of the supply chain
Traceability is a great tool for preventing greenwashing because?
Tracking tools and platforms allow for better
monitoring of garments, which in turn makes
estimating environmental impact more
accurate.
