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How can consumers find out if a corporation is

greenwashing environmentally unsavory practices?

June 29, 2013

In essence, greenwashing involves falsely conveying

to consumers that a given product, service, company or

institution factors environmental responsibility into its

offerings and/or operations. CorpWatch, a non–profit

organization dedicated to keeping tabs on the social

responsibility (or lack thereof) of U.S.–based companies,

characterizes greenwashing as the phenomena of socially

and environmentally destructive corporations, attempting to

preserve and expand their markets or power by posing as

friends of the environment.

One of the groups leading the charge against

greenwashing is Greenpeace. Corporations are falling all

over themselves, reports the group, to demonstrate that

they are environmentally conscious. The average citizen

is finding it more and more difficult to tell the difference

between those companies genuinely dedicated to making a

difference and those that are using a green curtain to conceal

dark motives.

Greenpeace launched its Stop Greenwash campaign in

2009 to call out bad actors and help consumers make better

choices. The most common greenwashing strategy, the group

says, is when a company touts an environmental program

or product while its core business is inherently polluting or

unsustainable.

Another involves what Greenpeace calls ad bluster:

using targeted advertising or public relations to exaggerate

a green achievement so as to divert attention from actual

environmental problems – or spending more money bragging

about green behavior than on actual deeds. In some cases,

companies may boast about corporate green commitments

while lobbying behind the scenes against environmental

laws.

Greenpeace also urges vigilance about green claims

that brag about something the law already requires: For

example, if an industry or company has been forced to change

a product, clean up its pollution or protect an endangered

species, then uses Public Relations campaigns to make such

action look proactive or voluntary.

For consumers, the best way to avoid getting

greenwashed is to be educated about who is truly green

and who is just trying to look that way to make more money.

Look beyond advertising claims, read ingredient lists or ask employees about the real information on their company's

environmental commitment. Also, look for labels that show if

a given offering has been inspected by a reliable third–party.

For example, the U.S. Department of Agriculture's Certified

Organic label can only go on products that meet the federal

government's organic standard. Just because a label says

made with organic ingredients or all–natural does not

mean the product qualifies as Certified Organic, so be sure

to look beyond the hype.

(www.scientificamerican.com. Adaptado.)

No trecho do quarto parágrafo – Another involves what

Greenpeace calls ad bluster –, a palavra another

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