Ecofrauds and little green lies
26 Mar 2010 by Evoluted New Media
Corporations are seeing “eco-friendliness” as a key selling point - green is indeed the new black in product marketing. Leila Sattary exposes the darker side of green, investigates some of the worst eco-liars and gives tips on how to avoid them
As consumers, we are starting to take more responsibility for our energy consumption and waste and looking for simple ways to lower our carbon footprint. Easy lifestyle changes like choosing eco-friendly companies are an attractive way to feel like you are making a difference. However, by this very choice we transform “being eco-friendly” into a selling point for corporations. Although this encourages companies to be more aware of their impact on the environment, it has also led to companies spinning their products and policies as environmentally friendly.
From beauty products to cars, nappies to ski resorts, products from all sectors are guilty of claiming to be environmentally friendly when often their green statements are based on misleading claims. This type of behaviour is so widespread it now has its own term – “greenwashing”.
More than 98% of 4,000 supposedly natural and eco-friendly products made false or misleading claims according to a study by environmental consulting firm TerraChoice in 2009. The study found plenty of examples of little evidence or transparency and even complete lies in green product marketing. They also found that 22% of products displaying green marketing had absolutely no evidence of reduced environmental impact.
With a giant carbon footprint, energy and car companies have the biggest challenge to appear eco-friendly when their industry and behaviour has such a significant impact on the environment.
In 2000, leading oil company BP spent 200 million dollars rebranding their logo to include the green and yellow sunflower design and the tagline “beyond petroleum”. Five years later, BP faced criminal charges for allowing 270,000 gallons of crude oil to spread into the Alaskan tundra. The relative lack of media coverage of the spill and BP’s maintained eco-friendly image was partly a result of successful greenwashing. BP was one nominee for the 2009 Greenwash Awards, for companies trying and failing to look green. Shell are equally guilty of greenwashing – they preach their commitment to renewable energy sources through vivid imagery and advertising when, in reality, less than 1% of Shell’s annual investments are spent on renewables.
In the UK, false eco-advertising is taken quite seriously. The Advertising Standards Authority has upheld complaints against major car manufactures including Suzuki, Toyota and Lexus who made incorrect claims about their greener cars. Toyota described one model as having “low CO2 emissions” when the car’s 173 g/km emissions were significantly higher than the European Commission’s targets for 2012, and were very high in comparison to other cars that were on the market.
In a consumer driven society, where so many products claim to be “green”, there are a few simple guidelines that you can follow to avoid the dodgy products without digging for information in corporate documents.
- Science-common sense. Avoid products without any evidence to back up their green claims or those who display a poor use of scientific facts. Shampoo enhanced with quantum mechanical ion molecules for a more organic hair experience? I don’t think so.
- Green sheen. A pretty picture of a tree or a flower on a 4-by-4 does not make it eco friendly.
- Small efforts. Beware of small scale claims. A Starbucks coffee cup might be “made from recycled materials” but what percentage? (only 10% although they say they are working on it). A label that says “100% post-consumer recycled” is much better than simply “recycled”.