Greenwashing - Another Form of Bad Marketing
Introduction
Have you
also purchased any product that was advertised by the company or manufacturer
as a new technological innovation that is a step towards saving the environment
but later found that it was all but a marketing gimmick?
Do not
feel bad about your purchase, for you too are just part of the long list of
customers who truly believe in saving the environment and making the world a
better place but ended up just contributing to the ever-increasing profits of
the company.
What is
"greenwashing"?
Greenwashing
is a marketing tactic that is used by companies to make customers believe that
the product they are selling is environmentally friendly.
Customers
fall for these false claims and misleading information provided by the company
and end up purchasing these products, believing that they have a positive
impact on the environment.
Types of
greenwashing
- Hidden Trade-Offs: Claiming that a product is environmentally friendly based on one aspect while ignoring the negative environmental impact of another aspect of the product.
- No Proof: Making an environmental claim without providing any supporting evidence or third-party certification.
- Vagueness: Using vague or ambiguous language in its environmental claims can mislead consumers into thinking a product is more eco-friendly than it actually is.
- Lesser of Two Evils: Promoting a product as environmentally friendly compared to a more harmful alternative, even though the product itself is not actually sustainable.
- Irrelevance: Making an environmental claim that is technically true but, in reality, has no environmental benefit whatsoever.
- Fibbing: Making false or misleading environmental claims about a product or service
- Worshipping False Labels: Puts a meaningless environmental label on its product in order to make it seem more eco-friendly.
Is
greenwashing legal in India?
The current statutory framework that exists in
India is designed in such a way that it regulates greenwashing. As of today,
the law prohibits false and misleading claims. The claims made by the company
regarding the products being environmentally friendly or sustainable need to be
substantiated.
If a company uses words like ‘eco-friendly’,
‘organic," and ‘natural life’ on its products without being substantiated,
then it is considered against consumer rights and misleading.
The Advertising Code prescribed by the ASCI
(Advertising Standards Council of India) aims at ensuring that the
advertisements that are made by companies regarding their products are truthful
and honest and are not offensive.
Various government bodies and ministries have
partnered with ASCI, such as FSSAI, the Drug Controller General of India, and
the Ministry of AYUSH.
Examples
of greenwashing
Volkswagen
The German motor vehicle manufacturer had to
call off its marketing campaign in which it was touting new features that would
lead to low emissions and make their vehicles eco-friendly. The manufacturer
cheated by fitting a defective device in its vehicles, and the vehicles were
emitting up to 40 times the allowed limit for nitrogen oxide pollutants.
Coca-Cola
A lawsuit has been filed against the Coca-Cola
Company by the Earth Island Institute, accusing it of falsely advertising that
it is sustainable and eco-friendly despite being the largest plastic polluter in
the world, according to the report published by Break Free From Plastic.
How do I
avoid getting duped by greenwashing?
Here are some tips on how to avoid getting duped
by greenwashing:
- Do your research. Look beyond the green claims and check for third-party certifications, such as Energy Star or LEED certifications.
- Look for specific details: Be wary of vague or overly general claims, such as "all-natural" or "eco-friendly." The percentage of recycled materials used or the amount of energy saved through a particular process should be looked at.
- Check for consistency: Make sure a company's environmental claims are consistent across all their products and marketing materials.
- Look for transparency: A company that is truly committed to sustainability will be transparent about its environmental practises, including disclosing any negative impacts on the environment.
- Follow your instincts: If something seems too good to be true, it probably is. Use your common sense and don't be swayed by flashy marketing campaigns.
Conclusion
Greenwashing is unethical, no matter how we look
at it. Misleading customers by feeding them false information that the products
they are purchasing are environmentally friendly and can help make a positive
impact on the world is wrong. Though there are laws and codes that exist in
India now, that does not mean that customers should not use their common sense
and trust whatever the company advertises. The companies have to make sure that
any claim that they are making is substantiated so that it can be sustained and
the customers get what they are promised.
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