Greenwashing vs. Green Marketing

Categories Greenwashing

When discussing greenwashing, it can be difficult to draw a distinction between greenwashing vs. green marketing. While many consumers believe that they are the same thing, the reality is that they are two opposing entities in the world of advertising. As a team that is committed to true plastic sustainability and raising greenwashing awareness, Change Plastic for Good knows how difficult it can be to spot the differences between greenwashing and green marketing. That’s why we’ve compiled some information on each advertising method to help you understand how they differ.

Characteristics of Greenwashing

Greenwashing is best defined as a deceptive form of marketing that is used by companies and corporations to persuade the public that their products, aims, and policies are environmentally friendly, even if they aren’t. This form of marketing is typically used by companies to distance themselves from the environmental shortcomings of their suppliers, competitors, and even their allied brands. For example, companies that use greenwashing tactics will often use:

Vague statements that are supported with little to no proof.
Symbolic actions to direct attention away from controversies.
Meaningless labels and certifications from irrelevant organizations.
Suggestive imagery that makes you think you are making an environmentally conscious choice.

While some claims made by greenwashing efforts might be partly true, these claims are typically exaggerated to mislead consumers into thinking they are making a sustainable choice. In some cases, companies can spend more on greenwashing campaigns than they do on their actual environmental initiatives, making it a deceptive, detrimental, and wasteful practice.

Learn how to identify greenwashing.

Characteristics of Green Marketing

While it may be easy to assume that every company is in the business of greenwashing, the truth is that there are many companies that make every attempt they can to be sustainable and environmentally sound in their operations. These companies utilize green marketing practices. While greenwashing is focused on misdirection, green marketing is honest, transparent, and focused on highlighting the actual environmental strengths of a company. Any environmental claims about certain products are either backed up by proof or endorsed with a certification from a relevant organization. Companies that use green marketing typically have products that:

Are manufactured in a certified and sustainable manner.
Feature minimal packaging.
Are free of toxic materials.
Can be completely recycled.
Are made of mostly recycled materials.
Constructed from biodegradable materials.
Are designed to be easily repaired or reused.
Have an “end of life” program in effect.

Unfortunately, green marketing can quickly turn into greenwashing when performed incorrectly. For example, if you put terms like “organic” or “natural” on your product packaging but fail to back up these claims with proof or a relevant certification, you are greenwashing. In essence, the primary difference between greenwashing and green marketing lies in the proof you can provide behind your claims.

Learn what companies can do to avoid greenwashing.

To learn more about greenwashing, green marketing, or Thunderforce, get in touch with the team at Change Plastic for Good. We can be reached through our online contact form and will be happy to answer any questions you may have regarding BDP® or the movement to raise greenwashing awareness.