Understanding Greenwashing and The Dark Side of Sustainability Marketing

Let’s start with the basics: what is greenwashing, and why is it an issue?

While there is no cross-border definition of the term, one remarkably succinct definition in this article describes greenwashing as “when an organisation spends more time and money on marketing itself as environmentally friendly than on actually minimising its environmental impact.”

Holly expands on this description by adding, “Greenwashing is misleading customers. The worst feeling is when we feel duped into buying a product that we wouldn’t actually buy if we knew the truth.”

“Greenwashing involves the exploitation of workers as well as consumers – think of all of the SHEIN hauls we see on YouTube and TikTok, all of which feature clothes produced by people who earn meagre wages. It’s an absolute outcry when companies portray themselves as sustainable when they have people working in those conditions,” she says.

Discussing why greenwashing is such a big concern in communications, Holly adds that ‘sustainability’ has become so much of a buzzword that organisations don’t hesitate to throw it into marketing campaigns and product tags without actually adhering to its responsibilities. And, as Holly points out, greenwashing by big firms diverts funding and attention away from smaller companies that actually have sustainable and responsible production practices.

Well, Let’s Get to the Crux of it. How Can We Uncover The Smokescreen and Spot Greenwashing?

To start with, the Competition and Consumer Commission of Singapore (CCCS) Singapore came up with a helpful guideline that can help consumers watch out for common greenwashing tactics:

As consumers, the easiest way to spot and avoid greenwashing is to learn more and verify sustainability information yourself. We must independently search for the information or evidence that can back up a company’s claims to sustainability. Things to look out for include unverified claims, overused or vague terminology such as “eco-friendly”, and lack of transparency around the information given.

But companies don’t make it easy for you to avoid greenwashing!

Some companies design their packaging to make them look sustainable, even when they’re not. For instance, look at the advertisement below – at first glance, you may think this is an air conditioner brand that has considered its environmental responsibility.

The reality is that using an air conditioner cannot help to save the earth. How did we get duped? This advertisement for Prism+ air conditioners was the first greenwashing case of its kind in Asia. Singapore’s advertising standards watchdog deemed some of the claims made in the Instagram advert by PRISM+ “not acceptable.”

In addition, we’ve been subliminally taught to associate leaves and green tones with sustainability, even when the company doesn’t explicitly use the word ‘sustainable’ themselves. This is known as green labelling. For example, Coca-Cola changed the product’s label to green to make it appear healthier when it contained 6.6% sugar, and the company is a known contributor to mass plastic pollution.

Is There Then No Way To Prevent Greenwashing?

Holly’s research has proved that there is limited consumer legislation to prevent greenwashing in Asia. Currently, South Korea is the only Asian country that fines companies that make false environmental claims to consumers.

Nevertheless, even this fine must be understood in context – the fine is set at 3 million won or SGD 3000, which would be peanuts to any large corporation found guilty of greenwashing.

Singapore is next in line in Asia’s efforts to deter greenwashing, with this Straits Times article stating that the CCCS is drafting official guidelines to prevent false environmental claims.

In countries with no official greenwashing legislation, the PRCA guidelines form a useful set of principles that inform sustainability communication professionals on how to back up their sustainability claims.

Beyond the Buzzwords: Crafting Clear and Honest Sustainability Messages

Honest, open communication is your best defence against greenwashing.

Holly says, “Instead of succumbing to the pressure of feeling like your brand has to be perfect, it’s more about communicating where you went wrong and what you’re doing to fix it – that notion of progress over perfection.”

A good example of a company that takes accountability for its sustainability practices is the sustainable eyewear company Ace & Tate. In late 2021, the company acknowledged the missteps it had made along the way, such as prioritising aesthetics over sustainability. It showed consumers the tangible steps it was taking to do better.

In addition to honesty, using simple language and humour in sustainability mission statements can help companies stay relatable to consumers. The Dutch-based company Tony’s Chocolonely achieves this particularly well, using direct and simple language to communicate its mission. “We need to be simpler in how we communicate so that consumers can understand us, no matter their knowledge of the field,” says Holly.

Tony’s Chocolonely proves that while open communication is essential, sustainability must be ingrained in your brand ethos and reason for existence.

Holly recommends staying abreast of the developments, and legislation aims to avoid greenwashing. This NUS study entitled “Promoting Best Practices in Online Marketing” could also be helpful for companies looking to do right by their consumers and the planet.

As Holly shares, “The main thing is to be confident in your communications, state your evidence, and just be transparent and open with your consumers! The last thing we want is ethical brands out there to be shying away from communicating their impact because they’re unsure how to do it.”

This blog post is part of an ongoing series by The Mini Project on Communicating For Impact.