Just in case no one has told you yet, green is the new black. It’s the hottest color and companies are hoping you don’t care why. The change might be subtle but have you noticed store shelves are looking a bit more green. Product labels and company logos are swiftly being painted green or earthy brown tones. This change is anything but accidental and the fact that just about every brand is attempting to jump into this trend should set off small inner alarm bells.
Greenwashing is when companies market their products in ways that appeal to a more natural, chemical-free lifestyle. Sometimes they change the packaging to make it more recyclable or sometimes they simply add a splash of green to a label. This is a deceiving way to lure in more health-conscious consumers. To make them think that they are making more eco-friendly decisions but this is not always true.
Tricking, luring or persuading consumers is an important aspect of marketing for some companies. They rely on consumers fully trusting corporations and federal regulations. The sad part is that a huge number of products are not regulated and even regulators allow carcinogenic chemicals in consumer products. It is not a secret and anyone can google information about common toxic chemicals. The most common places chemicals are found are in toothpaste, shampoo, face wash, air fresheners, cosmetics, and household cleaning products.
Cosmetics
The cosmetics industry is another place where greenwashing is currently running wild. You’ll see products being touted as “all-natural,” “plant-based,” or “naturally derived.” These are fantastic qualities in a product, however, the problem comes in when you look at the ingredients label and see a list of chemicals alongside natural ingredients. Companies are promoting the natural aspects of the product hoping consumers will never investigate ingredient lists to see all the chemicals.
Since cosmetics are only regulated for proper labeling it is very hard to determine which companies are being genuine. Some products are not even required to list the full spectrum of ingredients. Most cosmetic products contain up to a few hundred chemicals with some being very harmful to your health.
Quite often companies will promote vegan and cruelty-free products. This is fantastic but it should never be the full deciding factor. How many chemicals are in your vegan, cruelty-free lipstick? Just because a product is promoting positive attributes does not mean there aren’t twice as many hiding in the shadows.
History and Trends
The term “greenwash” was created by environmentalist Jay Westerveld in 1986. The actual act of greenwashing had been going on for a lot longer but there was no definitive term until then. Westerveld came up with the phrase while on vacation. He came across a hotel note asking guests to reuse their towels and sheet to help reserve water and the environment. This was also during a time when the hotel was expanding and building on pristine beach property. It was clear that the hotel was not actually interested in the environment but rather an appearance or cost-saving.
One of the pioneers of greenwashing, before it ever had a name, was a Westinghouse nuclear plant. They ran ads positioning their plant near crystal clear lakes to combat the anti-nuclear movement of the 60s. Distracting the public from their true environmental and pollution concerns.
A 2015 study showed that 66% of consumers are willing to pay more for eco-friendly products. This number increases to 72% of millennials willing to pay increased prices. Companies are more than happy to slather on a bit of green in hopes of palming a few more dollars.
It begins to get more complex as environmentally harmful companies use distraction techniques to shade their true damage. Programs such as recycling efforts, charity organizations, and huge donations have consumers looking away while companies pollute the earth. For instance, McDonald’s recently hit the news by switching their plastic straws for paper ones. The problem is that their old straws were plastic but recyclable. The new ones are not recyclable.
Avoiding Greenwashing
–Check labels
–Google ingredients
–Be aware of environmentally harmful ingredients
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- Palm oil
- Francensence and sandalwood essentail oils
- Microbeads
- Synthetic frangrance
- Chemicals
–Investigate companies
-Determine if the packaging is recyclable
Consumer Power
The power is always with the consumer. You decide what you spend your money on and you decide what brands you bring into your home. If a product does not align with your ethical views then leave it at the store. Create change by forcing companies to act more responsibly and ethically by allowing those products to sit on store shelves.
