What is greenwashing?

Being sustainable is in fashion. Over the last few years, there has been a significant increase in environmental awareness and sustainability, which has led to changes in consumption patterns all over the world. Many companies, seeing this movement as an opportunity, began to develop and launch products presented as sustainable, investing in marketing campaigns to promote a green and ecological image. Although this sharing of sustainable values ​​is something very positive for society, this often does not correspond to reality - then the greenwashing.

Before going straight to the topic, it is important to mention that there are several companies that work and seek to make real efforts to help the environment and who opt for more ecological and sustainable solutions, whether through small changes or big gestures. 

Greenwashing consists of investment in marketing campaigns and tactics by a brand to try promote an environmentally conscious image when, in fact, it is not. In general, companies choose to share exaggerated or camouflaged messages about your environmental commitment, but sometimes there are also false statements on the topic. The objective of this practice is to profit from the growing demand for sustainable products and environmentally friendly, attracting concerned consumers.

the term greenwashing it became widespread in the early 90s, after being used for the first time in 1989, in an article in the scientific journal New Scientist. The word arises from the analogy with the term “brain washing”. 

Perhaps the biggest greenwashing scandal Europe has ever seen occurred in France, which, in 2012, convicted in civil and criminal courts the north american company Monsanto, which, in 2004, had promoted the use of a soybean seed and a herbicide as being “biodegradable”, “clean” and “environmentally friendly”. The idea of ​​being a ecological product led to the poisoning of a farmer.

There are several tips to avoid falling into the greenwashing trap. Firstly, it is important evaluate the evidence that proves what the company claims. There are several certifications that recognize whether a product is truly ecological. It is also important to clarify that 100% natural or vegan products are not necessarily sustainable or ecological. Another assessment point is the transparency, as companies genuinely committed to sustainability tend to publicize their efforts. Finally, observing the consistency of that message can lead to a good discovery - a sustainable company is always sustainable, not just during a certain launch.

Digiplanet is a brand committed to sustainability and promoting the values of the circular economy . By operating responsibly, we want to contribute to improving environmental conditions and, consequently, helping the planet and society. You can find out more about our actions on our Social Responsibility page .