What is greenwashing?

Being sustainable is in fashion.. Over the past 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, have started to develop and launch products marketed as sustainable, investing in marketing campaigns to promote a green and ecological image. Although this sharing of sustainable values is quite positive for society, it often does not correspond to reality - thus arises the greenwashing.

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

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

the term greenwashing "it spread in the early 90s, after having been 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 that Europe has ever seen occurred in France, which, in 2012, convicted in civil and criminal instances the 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 trap of greenwashing. First of all, it is important evaluate the evidence that supports 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 point of evaluation is the transparency, since genuinely committed companies tend to disclose their sustainability efforts. Finally, observing the consistency of that message can lead to a good discovery - a sustainable company is always sustainable, not just during a specific launch.