As I was aimlessly scrolling through social media the other day, I found myself getting angry at the various product ads in my feed. I wasn’t angry because they disrupted my dashboard; rather, I was angry because many of them were using the same technique to sway my decision as a consumer: greenwashing.
Greenwashing is essentially a marketing tool that companies use to misinterpret a product’s environmental footprint by suggesting or implying that a product is “eco-friendly” or “environmentally conscious.” It is a term used when a product conveys a false impression of its environmental impact or “green efforts” and misleads consumers. This is especially prevalent in today’s consumer market when topics of sustainability and climate change are at the forefront of global issues and influence what products people choose to spend money on.
So, how can we avoid it? Truth is, I don’t think we will ever truly be able to avoid it entirely. Rather, it will always be something we will need to be aware of. But by being aware of some of the marketing tools companies use, we can make more environmentally conscious decisions and avoid falling victim to the greenwashing trap.
- Pay attention to the visuals: I know that this seems like an obvious one, but you would be surprised how influential the colour green or an image of a tree can be on your ability to make decisions. Without even thinking about it, you may be more drawn to the big plastic bottle of bleach that has a green label on it because subconsciously it suggests that it is more environmentally friendly than the bottle next to it. But an image that suggests that a product is eco-conscious doesn’t mean it actually is. Don’t fall for the visuals that affect your perception of a product’s environmental footprint. It’s a trap.
- “All-natural” nonsense: Terms such as all-natural, sustainable, green, clean, and eco-friendly are all just marketing terms. Canadian companies can freely use these phrases on their products if they submit a self-declaration outlining that their products will create a market-demand for products that stimulate environmental improvement. Basically, any company can use these terms even if they make products that do not directly improve the environment. With that being said, studies have shown that consumers have a more positive attitude toward products that use terms linked to being more environmentally conscious and so companies have simply used this as a tool to make a larger profit. Don’t fall for how products are worded or phrased. It’s a trap.
- Optimistic vagueness: Fact-check, fact-check, fact-check. Although companies in Canada are required to follow guidelines that explain that businesses must be truthful when stating blatant environmental claims and figures, many of them may use vague company promises alluding to their sustainability efforts yet do not provide the public with clear timelines or action plans. For example, Nestlé released a statement that expressed their ambition of making their products’ packaging 100 per cent recyclable or reusable by 2025. Many critics, however, quickly pointed out that they failed the tell the public how they would accomplish this besides outlining that they would be “promoting a market for recycled plastics” in their statement. Nestlé, and many other major companies, strategically do not outwardly state that they are going to make a positive environmental impact, rather they imply that their products allow the consumer to make more environmentally conscious choices like recycling. Because these companies don’t make strict plans to change their own practices, they do not face any law-related repercussions if they fail to follow through with their alleged goals. Don’t fall for these vague claims. It’s a trap.
- The truth on mixed-material products: It’s becoming more and more common for companies to promote their products as using a percentage of “plant packaging” in order to imply that they are reducing their plastic production. However, mixed-material products are extremely difficult to recycle because you cannot isolate each component. For example, if you have a single-use cup that is made of 50 per cent plastic and 50 per cent paper, it would be nearly impossible to recycle because the two materials should be treated differently. If you need to purchase a single-use product, then it would be more environmentally friendly to find a product made up of only one material and recycle it appropriately. Don’t fall for the mixed-material products; they just land up in the landfill and create more waste. It’s a trap.
The problem is that companies are swaying our decisions by marketing to our desire to be more environmentally sound and eco-friendly. While Canada has some basic guidelines for companies to follow, the use of greenwashed strategies in the consumer market is only increasing. So be on the lookout and understand the telling signs of the scam that is greenwashing in order to be a more conscious consumer.
Image: Brielle Quon/The Cascade
Sydney is a BA English major, creative writing student, who has been a content contributor for The Cascade and is now the Opinion editor. In 7th grade, she won $100 in a writing contest but hasn’t made an earning from writing since. In the meantime, she is hoping that her half-written novels will write themselves, be published, and help pay the bills.
