Nowadays, sustainability is more prevalent than ever. It’s a fantastic thing that companies, entrepreneurs, and brands are choosing sustainable options for their projects and designs. However, there is a dark side to this revelation known as “greenwashing.” The term “greenwashing,” first used in 1986, describes how businesses fabricate their sustainability claims in an attempt to improve their public perception. This behaviour undermines the credibility of sustainability and the businesses that employ it. Several black slashes on brands claiming sustainability have pushed people further away from sustainability.
Understanding Greenwashing
‘Greenwashing is the selective disclosure of positive information without full disclosure of negative information to create an overly positive corporate image’ (Lyon & Maxwell, 2011). As ‘sustainability’ is a complex word, companies misuse it by portraying a fraction of the methods they have included while missing out on a large part of sustainability, as well as by practising some environmentally harmful practices that get covered up by the label of sustainability or eco-friendly. Terms like ‘plastic-free’ and ‘biodegradable’ in products are pretty vaguely used on every product today. Biodegradable simply means it will break down in time, but how long, in what conditions, and into what is not given importance. In recent years, companies like Nestle, IKEA, and some fast fashion brands have been caught greenwashing in various ways. Although distributed activists and scholars constantly try to call out these companies, their protests are often overshadowed by the company’s glamour in the eyes of the public.
Greenwashing in Construction
In the construction sector, buildings often claim to be ‘green’ with LEED certifications while simultaneously causing deforestation and ecosystem destruction. The companies overly focus on presenting themselves as ‘green’ rather than decreasing their negative impact on the environment. They may highlight the use of photovoltaic cells, green roofs, and a few sustainable architectural techniques to mask the negative environmental impacts of their construction projects. Certifications like LEED focus on specific aspects of sustainability while neglecting others, leading to a false perception of “sustainable building” in many projects.
How greenwashing is damaging brand reputation
Greenwashing can severely harm a brand’s online reputation as seen in current cases including companies like H&M and Nestle. As an example, H&M’s recycling program which guaranteed to reuse of old garments for coupons encountered backlash when Swedish reporters exposed that the business was unloading these garments in landfills throughout various parts of the globe. This investigation damaged H&M’s reputation and attracted widespread criticism.
Similarly, Nestle encountered legal action because of its claims concerning its cocoa-sourcing techniques. Nestle claimed that it sustainably sources cocoa, but it now appears that the company may rely on child labour, and also significantly contributes to deforestation.
Numerous other brands and companies have also encountered criticism for inaccurately promoting their sustainability initiatives. These incidents put consumer trust in jeopardy, harm a company’s reputation, and make it difficult for businesses to regain the trust of the public and investors.
How does it Impact on Sustainability?
Businesses that pretend to be sustainable deceive customers who genuinely wish to make sustainable choices. Customers who choose products based on the company’s symbolic and superficial actions, believing they are making a better decision, may be unwittingly contributing to unfavourable results. Additionally, once people understand this, they may completely lose faith in sustainability. This will ultimately result in a reduction in the global sustainability target. According to research, 4 out of 5 customers hesitate to make conscious purchases altogether because they believe the word “sustainable” has misled them.
In the construction sector, falsely labelled green buildings set misleading examples of sustainable architecture, exacerbating environmental harm. To improve reputations, these projects inadvertently harm the environment and undermine the credibility of sustainable architecture and associated certifications.
What Can Be Done Now?
Differentiating between genuine sustainability efforts and greenwashing is challenging, highlighting the need for better collaboration among researchers, companies, and government entities to address environmental challenges effectively. Urgent government policies focused on sustainability are necessary to clarify what truly constitutes sustainability and distinguish between truthful and deceptive claims.
Protecting the environment, especially in construction, requires a holistic approach that goes beyond technological advancements. Building sustainably involves considering local contexts, using traditional practices, and prioritizing natural materials over modern technology. Furthermore, developing a better certification system that takes into account all aspects, including socioeconomic values, can help prevent falsely claimed sustainable buildings from standing tall.
With sustainability becoming a ubiquitous term, it is crucial to make informed choices between genuinely sustainable products and those with exaggerated marketing claims. Rather than relying solely on companies’ eco-friendly image, consumers should prioritize simpler, traditional sustainability practices. While companies and researchers may improve their practices over time, consumers must take responsibility by conducting thorough research and making conscious decisions based on more than just superficial claims.
Citations:
Bowen, F., & Aragon-Correa, J. A. (2014). Greenwashing in Corporate Environmentalism Research and Practice: The Importance of What We Say and Do. Organization & Environment, 27(2), 107-112. https://doi.org/10.1177/1086026614537078
Ghisleni, C. (2022) 50 shades of green: The contradictions of greenwashing in architecture, ArchDaily. Available at: https://www.archdaily.com/978874/50-shades-of-green-the-contradictions-of-greenwashing-in-architecture (Accessed: 31 March 2024).
Mooney, L. (2024) What is greenwashing and why is it bad news for sustainability?, Verive. Available at: https://verive.eu/what-is-greenwashing-and-why-is-it-bad-news-for-sustainability/ (Accessed: 31 March 2024).
Lindberg, S. and Wennman, M. (2024) Här dumpas H&M-kläder du ‘återvinner’, Kläder från HM blir sophögar på andra sidan jorden. Available at: https://www.aftonbladet.se/nyheter/a/O8PAyb/har-dumpas-h-m-kladerna-du-atervinner (Accessed: 31 March 2024).
Barks, P. (2024) The H&M Recycling Program is a scam: What to do instead, Polly Barks. Available at: https://pollybarks.com/blog/handm-recycling-scam (Accessed: 31 March 2024).
