http://www.risingtidenorthamerica.org
Greenwashing is defined as misleading environmental ads which project to the public that the organization is green. In other words, they are the result of a marketing strategy to boost the organization’s image in the eyes of the public. As a result, these ads give the public a false impression of the corporation/politician/government/industry/non-government organization.
Brainwashing with misleading green ads = Greenwashing
According to the Greenwashing Index, greenwashing ads fall into three groups of misleading messages.
- What our company does (to help protect/save the environment).
- What our company can do (what technologies are available for our company to improve our product or service that will help protect/save the environment).
- What you can do (to help protect/save the environment).
The first group of ads is about what the organization or person is doing that is environmentally friendly and protecting the environment. This is probably the best type of greenwashing because the organization or person is at least backing up their claims of being green. At the same time, some people say that these types of ads often are used to cover up how the organization is also hurting the environment, often after there is bad press about the organization for this type of allegation.
The second group is very misleading. They can all say what they want about what the organization or person “can” do, but are they really doing it? Will they do it? Were they ever planning on doing it? These are 
all questions that are not answered in these ads and therefore give a false impression that the organization will do great things to protect the environment in the future. When in reality, they may never have planned on doing these great things in the first place. This is misleading and is a new method organizations are using to portray a false green image in the eyes of the public.
The final group is about what you can do to protect or save the environment. In this case of greenwashing, the organizations are only lecturing us about what we can do to save the environment. I have nothing against spreading awareness of how to change our lives to be more environmentally friendly, but it is hypocritical for an organization to teach others about protecting the environment in order to create an image that they are green. In other words, these ads are designed to portray that the organization’s image is green without any proof besides that they know how to give us advice on how to live environmentally friendly.
We have covered this topic before and focused on policies other countries’ governments enact, such as Norway banning the word ‘green’ from automobile ads, since all vehicles are bad for the environment. For now, we need to be aware that greenwashing happens quite frequently, and WE need to call it out and stop supporting the organizations that bend the truth. When you see a “green ad”, you must ask yourself: What is going on in this ad? Is it telling you what the company does? What the company can do? Or what you can do? Look for these signs to see if the organization is really green or just wants you to think it is green.
What do you think of this commercial for Wal-Mart?
Is it greenwashing or not? Comment and let me know what you think!
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I don’t have a problem with the ad. If all of the facts are straight and they’re not bending the truth, as you say, it’s pretty innocuous. Does it fall into group #3 of greenwashing? Sure, but it’s still good marketing and I don’t see an ethical issue there. I’d go out and buy a couple of those light bulbs.
I’m no Wal-Mart fan, but I’ve shopped there plenty of times, especially recently as I seek to save a few bucks on groceries and regular household items.
Sunshines last blog post..How About A Vespa?
I agree with you, that the light bulbs are green and it is great advice to us consumers. At the same time, it does fall into the 3rd category of greenwashing, like you said.
What Wal-Mart is not telling us is what they are doing in their store that is green. If they had said something about how they were using these light bulbs or another type of green certified light bulb, in their store as well as promoting the light bulbs, I would be more impressed.
Kates last blog post..BEWARE of Greenwashing
Hello Kate, I want to thank you for your comments sent to the Chemically Green Blog on the future of cellulosic biofuels to meet EPA STANDARDS BY 2022.
Hopefully, the U.S. will keep it’s eyes on Cellulosic Ethanol for our future as a renewable fuel made from non-corn feedstocks. A big problem the ethanol industry is having to face is the drop in oil and gasoline prices. If this trend continues, and stays permanent for a while, then the small to medium ethanol producers will go out of business. This will also make ethanol less profitable for the ethanol giants and may affect ethanol output.
American people are creatures of habit and if gasoline prices continue to erode, then ethanol and the “green movement” will not be thought of as much. A real paradox is on the horizon and the current economic conditions of the U.S. will have people using more gasoline and there memories will be short lived for getting off our oil addiction and using ethanol for an alternative fuel. The real truth of the matter is the internal combustion engine will be around for a long time and gasoline will be needed to drive those engines. Americans will think more of cheaper gasoline prices than using ethanol and gasoline/ethanol products for their automobiles.
Green Washing. I scream at the way Green Products are green washed or just plain truth distorted, especially green chemical products. Have you tried to green bags that are suppose to help you fruits and veggies last 2-3 weeks longer. Advertising costs the U.S. more ways than one.
I am going to be posting future blogs on green washed chemicals of all sorts. In the chemical area, green washing is pretty rampant and a lot of products may be called green, but they contain hazardous chemicals. A post will be coming about green washing on the CG BLOG.
The light bulb may be green, but Wal-Mart is selling cleaners and other items that are not green. A simple true statement.
Kate, please email me. I have some interesting ideas I would like to share about green products and green blogging.
Again, thanks for your comments.
Looking forward to hearing from you.
Best regards and a green day to you.
Steven R. Mason
Chemically Green
“Green Solutions for Today”
CG
Yeah, it looks as if Walmart’s greenwashing is slowly starting to backfire. There was an article in the Financial Times today titled, “Wal-Mart’s ‘green’ plan struggles to convince everyone.” There’s certainly a good bit of skepticism from many environmental groups as to the true intentions of the retail giant, and I doubt anyone is being fooled. The problem is is that they try to shove all the blame off on the suppliers, when in reality they have the necessary muscle to force their suppliers to adopt more environmental standards.
I really like what you had to say here! It\’s about time! Would you mind if I placed a link back from my blog?