It’s great that environmental issues are finally a part of mainstream conversation. Unfortunately, there are going to be people and organisations who simply try to sell green or treat it like a mere fashion statement because it’s the in thing right now.
Not too long ago, any discussion of environmental issues was often brushed aside as a “left wing” issue or an issue of “special interest groups.” Then, since “An Inconvenient Truth” became a big hit, greenspeak has become normal.
Watch a little TV, and you will hear green tips or see Leonardo DiCaprio on Oprah talking about global warming. Walk to your local grocery store and you can likely see an organic section for food and products. Companies left and right talking about new “green” products or environmental steps they are taking in their business.
When it comes to public image, legitimately environmentally-conscious or environmentally-driven companies are, unfortunately, talked about in the same category as megalith companies who still have widespread human rights and environmental abuses. Having one wing of some environmental progress doesn’t excuse the other parts of their business that they still need to improve. So how can people tell who’s greenwashing and who isn’t?
Futerra Sustainability Communications is a communications agency that created the Greenwash Guide that shows people and organisations how spot and prevent greenwashing. They say, “Greenwash is an environmental claim which is unsubstantiated (a fib) or irrelevant (a distraction).”
Some of the signs of greenwashing they identified are fluffy words, irrelevant claims, or no proof. The guide also talks about why companies greenwash and the history of the word. Greenwashing isn’t new but the degree to which people and organisations are using it is.
Having third-party certification is a great way people can judge the credibility of a company. At least you can check out the guidelines of certification companies. More people have been seeing Fair Trade Certified labels at their coffee shops and bananas, which ensures that developing world farmers get at least a living wage, good working conditions and no child labour.
Forest Stewardship Council is a non-profit organisation that certifies timber and paper products “to assure consumers that they come from forests that are managed to meet the social, economic and ecological needs of present and future generations.”
In the US, Carbonfund.org certifies individuals and organisations who are offeting their carbon emissions. And you can actually give the gift of carbon neutrality. How would you like to see that under your tree?
I would love to hear your thoughts on buying socially or environmentally responsible products.
