The topic of greenwashing is currently highly relevant in the sustainability debate. While numerous companies are making sustainability promises, it is becoming clear that many of them are nothing more than marketing strategies to deceive environmentally conscious consumers. But what exactly does greenwashing mean, why do companies engage in this practice and how is it regulated by legal measures such as the EU Greenwashing Directive? Read all about current regulations and developments in the field of greenwashing from the Table.Briefings editorial team. What is greenwashing? The term greenwashing describes the attempt by companies to present themselves as more environmentally friendly than is actually the case. This is often done through misleading advertising, false promises or by emphasizing small, sustainable measures while the main areas of business remain environmentally harmful. The term comes from the English word "green", which means environmentally friendly, and "whitewashing". The aim is to improve a company's image without actually making a significant contribution to environmental protection. Causes of greenwashing Companies resort to greenwashing for various reasons: Greenwashing: examples and forms of greenwashing There are various types of greenwashing that companies use to deceive consumers: One example is the fashion industry: big brands advertise sustainable collections while their production methods are still based on fast fashion practices. Greenwashing is also common in the food industry, for example through labels such as "natural" or "additive-free", which are often used misleadingly to appeal to environmentally conscious consumers. Which companies engage in greenwashing? Many well-known brands and companies have been found guilty of greenwashing in the past. Well-known greenwashing examples include: These examples show that greenwashing is not a problem of individual industries, but a global phenomenon. It affects companies from different sectors that try to improve their reputation through misleading sustainability messages without implementing real change. How is greenwashing regulated? The European Union is working on stricter measures to prevent greenwashing. The EU Greenwashing Directive aims to stop misleading advertising and false sustainability claims. The most important points of the directive: In addition, there are proposals for a greenwashing ban that completely prohibits misleading practices in advertising. Greenwashing ban and the role of consumers A complete ban on greenwashing could help to bring more transparency to the market. At the same time, consumers also have a duty: consumers have an important role to play in preventing greenwashing by making conscious purchasing decisions. Greenwashing undermines trust in sustainability efforts and slows down progress in environmental protection. Companies that engage in greenwashing not only risk their reputation, but also create false incentives for other market participants. Legislative measures such as the EU Greenwashing Directive are an important step to protect consumers and promote real sustainability. At the same time, it remains crucial that consumers remain critical and inform themselves about the practices of companies. Recognizing and avoiding greenwashing is a joint task for politicians, companies and society – this is the only way to achieve true sustainability.
Structural greenwashing: How Big Oil lied in its advertising campaigns
BP, Shell, Chevron and Exxon Mobil have claimed to be leading the fight against climate change while producing more fossil fuels and emissions. This is shown in an analysis of their advertising campaigns.
By Kai Schöneberg