‘” put solar… so I am sustainable”. “I took plastic bottles and cups out of my business… so I’m sustainable”. “We recycle, so we are sustainable”.
How many times have we heard such phrases? They all speak of actions that are important, but not sufficient. Above all, they should not be promoted in communication if one’s sustainability on the environmental side is limited to just that.
The risk of green washing, even unintentionally, is very real, now more than ever. What does this expression mean? It is a combination of two words: green, meaning ‘green’ in ecological terms, white washing, the activity of concealing unpleasant facts.
It indicates the claim that one would have alleged green behaviour in order to gain market share by being environmentally and climate conscious.
Here, then, the lack of evidence, the vagueness of the chosen claim or, in more serious cases, the outright falsity of the statements cause the company’s communication to be labelled as green washing.
We are literally invaded by products that flaunt the words “100% natural!” in plain sight. We also find it very often on well-known brands in supermarkets, on clothing and cosmetics. Too bad it is one of the most popular green washing slogans!
It appears in sustainability manuals, almost always cited as the first case, and is described as a ‘sin of vagueness’ by the companies that use it. The reason? It is an overly vague, generic communication that somehow wants to allude to a healthier product for us. Even arsenic, however, is 100% natural, but highly toxic!
The same goes for “green”, “environmentally friendly”, “natural choice”, ‘100% good for the environment’.
Another slogan we often find is “we are zero-impact” or “zero-impact product”. Companies use them lightly, but as we have already explained zero impact does not exist, it is scientifically incorrect.
In Italy last year there was the first case of a green washing verdict against a company, whose motivation claimed that green environmental declarations must be clear, truthful, accurate and not misleading, based on scientific data presented in an understandable way.
Simplification does not mean passing wrong and misleading messages.
The correctness and transparency of the information you give on these issues generates trust and credibility for your company and products.
If these premises are missing, you do not communicate using sustainability.
