Greenwashing: what it is and how to avoid it in your communications

Greenwashing is a marketing and communication technique that consists of making people believe that a company's products or activities are environmentally friendly or eco-responsible when they are not.  

The history of greenwashing

The concept dates back to the early 1990s and was used to denounce companies' misleading communications about their sustainability actions.  
The term greenwashing comes from "brainwashing" and refers to the process used by advertising to make us believe that a product or brand is eco-responsible.  

Today, greenwashing can be used more broadly to describe the marketing methods of a company that creates an "eco-friendly" range or brand while continuing to use non-ecological methods for the rest of its products.  

Why do some companies engage in greenwashing?

The impact of companies and their activities on the environment and on health has become a very important factor for the vast majority of consumers, especially younger generations.  

Today, consumers are willing to pay more for a product made with natural ingredients, in recycled and recyclable packaging. Some companies have seized on this as a business opportunity, claiming that their activities have a neutral or even positive impact on the environment without taking any action to back it up.  

Spotting greenwashing

Greenwashing is not always easy to identify, but there are some common methods:  

• Using symbols that refer to ecology, such as leaves, trees, the planet, etc.
• Labeling products as green despite the use of ingredients that harm the environment  

• Using terms that refer to ecology, such as eco, green, natural, organic, etc.  
• A lack of references, evidence or even transparency (labels, certifications, etc.)

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What are the consequences of greenwashing?

Today, various schemes inform consumers and companies about greenwashing techniques, such as the 2019 PACTE law (French action plan for business growth and transformation) or the ADEME anti-greenwashing guide.  

Since 2021, the French "Climat et Résilience" (Climate and Resilience) law has provided for penalties against greenwashing, including a fine of up to 80% of the advertising budget spent, as well as an official statement by companies to consumers about their greenwashing practices.  
However, it is up to consumers to remain vigilant and informed about the products they buy in order to identify greenwashing techniques.

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How can you avoid greenwashing in your communications?

For companies, having their greenwashing techniques exposed will create bad buzz, as well as deep distrust among their customers.  

In addition, it will have a negative impact on sustainable development through the use of non-ecological components and manufacturing processes.  

To avoid greenwashing, you can prove that your business uses eco-responsible practices through the various existing labels and ISO standards.  

You can also take care not to use misleading terms such as "green", "eco" or "organic" in your communications, or color codes and symbols that refer to ecology.  

Consumers' new appetite for ecological and natural products is a good thing for the planet. Rather than seeing it as a business advantage, join the movement for fairer consumption and contribute to sustainable development!  
You will find many benefits in adopting a responsible approach and a CSR mindset in your organization.  

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