green•wash
(grēn'wŏsh', -wôsh')
Used to describe the act of misleading consumers regarding the environmental practices of a company or the environmental benefits of a product or service.
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What's this all about?
Every day, Americans are bombarded with advertising about environmentally friendly goods and services. But how many really are green, and how many are just pretending?
INTRODUCTION TO STOPGREENWASH.ORG
These days, green is the new black. Corporations are falling all over themselves to demonstrate that they are environmentally conscious. The average citizen is finding it more and more difficult to tell the difference between those companies genuinely dedicated to making a difference and those that are using a green curtain to conceal dark motives.
Greenpeace Greenwash Criteria
Dirty Business - Touting an environmental program or product, while the corporation's
product or core business is inherently polluting or unsustainable. For example, if a
company brags about its boutique green R&D projects but the majority of spending and
investment reinforces old, unsustainable, polluting practices.
Ad Bluster - Using targeted advertising and public relations campaigns to exaggerate an
environmental achievement in order to divert attention away from environmental
problems or if it spends more money advertising an environmental achievement than
actually doing it. For example, if a company were to do a million dollar ad campaign
about a clean up that cost less.
Political Spin - Advertising or speaking about corporate "green" commitments while
lobbying against pending or current environmental laws and regulations. For example, if
advertising or public statements are used to emphasize corporate environmental
responsibility in the midst of legislative pressure or legal action.
It's the Law, Stupid! - Advertising or branding a product with environmental achievements
that are already required or mandated by existing laws. For example, if an industry or
company has been forced to change a product, clean up its pollution or protect an
endangered species, then uses PR campaigns to make such action look proactive or
voluntary.
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