Probably the largest trend on the Horizon is that of making everything more environmentally friendly. Being pushed largely by legislation across the globe, materials are slowly being phased out, manufacturing is becoming cleaner and recycled materials are becoming commonplace. However, there’s a very dirty side to this shift in mindset and it’s called Greenwashing.
Greenwashing presents a significant obstacle to tackling climate change. By misleading the public to believe that a company or other entity is doing more to protect the environment than it is, greenwashing promotes false solutions to the climate crisis that distract from and delay concrete and credible action.
United Nations
Businesses often use terms like “eco-friendly,” “sustainable,” or “natural” without providing evidence or certifications, making it hard for consumers to verify the authenticity of these claims.
Some companies may showcase a single green initiative, like planting trees or using recycled materials, while overlooking their larger harmful practices. This can create a misleading impression of their sustainability commitment.
Some companies exaggerate their environmental progress by manipulating data or setting unattainable goals that are never met.
A practice where environmentally harmful companies associate themselves with ‘green’ projects to create a positive image (greenlighting). Or the opposite where companies avoid talking about their sustainable efforts for fear of a greenwashing backlash.
Some companies deflect attention from their environmental impact by blaming consumers or others for environmental issues, avoiding accountability for their own role in environmental degradation.
Some companies may exploit loopholes in environmental regulations or certifications to make misleading claims, such as using certifications with weak standards or applying them to only a small part of their operations.
The topic is quite complex, ranging from unethical activities to companies genuinely striving to enhance their environmental practices. The primary concern lies in the absence of universal standards or definitions for sustainability. Terms like ‘natural’, ‘eco-friendly’, and ‘recycled’ can be interpreted in any way an author desires, leading to ambiguity in their meaning. For businesses aiming to boost their environmental credentials, navigating this terrain has become a tricky public relations challenge. It’s no wonder some to opt for a ‘green hushing’ strategy.
While there are a few emerging internationally recognised standards like B Corp and ISSB (The International Sustainability Standards Board), obtaining certification can be a time-consuming and resource-intensive process. However, taking a more straightforward approach by being open, honest, and realistic can make a significant impact right now.
Your customers will value your efforts towards sustainability. So, don’t hesitate to showcase your achievements while also acknowledging your environmental responsibilities. By demonstrating progress, you can show that you’re on the right path.
When working towards achieving Net Zero, it’s essential to set realistic goals. Celebrate each milestone you reach and remember that nobody expects you to achieve full sustainability overnight. It’s all about making continuous progress.
By embracing openness, honesty, and realism, you can make a positive difference in your sustainability responsibility. Remember no-one’s going to expect you to become fully sustainable overnight.
We’ll be writing a series of upcoming blogs on sustainability in design so sign up for our newsletter to find out more. Meanwhile if you want to know how to make your product ranges more sustainable talk to us.
