“the Seven Sins of
 Greenwashing”


What it is, why it happens, and how to avoid it
What it is

         Green wash
         (grēn'wŏsh', -
            wôsh')
  “verb: the act of misleading consumers regard...
What it is




   Spending more on advertising green then actual
             investing in sustainable action
Like BP, ”Be...
Why it happens




            1
changing buying patterns in consumer
              markets
CFC
FREE
|
ORGANIC
|
FREE
RANGE
|
CRUELTY
FREE
|

       BIO
|
DOLPHIN
FRIENDLY
|
NON
TOXIC
|

   BIODEGRADABLE
|
RECYCLAB...
Smallest
of
niches
     Very
desirable

                      market,
set
to
grow

      
1/33
                  1/3

“Green is a new sort of ‘good manners’” 
CULTURAL
CREATIVES
|
LOHAS
|
NEW
WORLD’S

    |
BLUE
GREENS
|
POSITIVE
CHOSERS
...

 high-educated, involved, opinionated,...
Why it happens




          2         


         Our
educaUon:

we’re
moUvated
to
tell
the
story


   in
the
most
beauUf...
Isn’t this how you would think
                      of advertising milk?




We are educated to make things look nice
Why all the fuss?
Why is that so bad?
HARMING THE FUTURE

  More complaints against advertising
  Undermining confidence in business
  Sabotage of environmen...
You don’t want this kind of circus
on your doorstep
2 ways you can
avoid greenwashing
A   

        SUck
to
the
MAIN
PRINCIPLE
of

                GreenverUsing:



Green
is
special
            Green
is
norma...
B
          Be aware of the




“seven sins of Greenwashing”:
1
The sin of suggestive pictures:




Green
images
that
indicate
a
(un‐jusUfied)
green
impact,


       like
flowers
bloomin...
2
       The sin of the hidden trade off:




                      Green
product/
Dirty
company

SuggesUon
of
being
Green...
3     

                 The
sin
of
no
proof:





Claims
that
could
be
right,
but
are
not
supported
by
any
evidence,


  ...
4
        The sin of vagueness:




Claims that are expressed with fluffy language without a
       fixed meaning, like ‘e...
5        

               
The
sin
of
irrelevance:





      environmental
claims
that
are
redundant
and
unimportant
for
...
6
     The sin of lesser of two evils:




These are “green” claims that may be true within the product category, but
    ...
2
Million
Euro’s
narrowing
the
‘open’
debate
to
pro

  versus
contra
nuclear,
ignoring
all
alternaUves

7    

    The
sin
of
fibbing


  out‐right lying, and produce 
totally fabricated claims or data 
Cut
out
and
keep


“The seven sins of Greenwashing”
     1. The
sin
of
suggesUve
pictures

     2. The
sin
of
the
hidden
t...
Thanks for your attention!
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Seven Sins Of Greenwashing new version

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Seven Sins Of Greenwashing new version

  1. 1. “the Seven Sins of Greenwashing” What it is, why it happens, and how to avoid it
  2. 2. What it is Green wash (grēn'wŏsh', - wôsh') “verb: the act of misleading consumers regarding practices of a company or the environmental benefits of a product or service.”
  3. 3. What it is Spending more on advertising green then actual investing in sustainable action Like BP, ”Beyond Petroleum”: 45 million in solar versus 5 billion on oil exploration in Alaska
  4. 4. Why it happens 1 changing buying patterns in consumer markets
  5. 5. CFC
FREE
|
ORGANIC
|
FREE
RANGE
|
CRUELTY
FREE
|
 BIO
|
DOLPHIN
FRIENDLY
|
NON
TOXIC
|
 BIODEGRADABLE
|
RECYCLABLE
|
ECO
|
CARBON
 NEUTRAL
|
FSC
|
AGAINST
ANIMAL
TESTING
|
 VEGAN
|
FAIRTRADE
|
LOCAL
|
OZONE
FRIENDLY
|
 CARBON
OFFSET

  6. 6. Smallest
of
niches
 Very
desirable
 market,
set
to
grow
 
1/33
 1/3

  7. 7. “Green is a new sort of ‘good manners’” 
  8. 8. CULTURAL
CREATIVES
|
LOHAS
|
NEW
WORLD’S
 |
BLUE
GREENS
|
POSITIVE
CHOSERS
...
 high-educated, involved, opinionated, active, merely urban, double income, early-adapting, ... And marketers are starving to get them
  9. 9. Why it happens 2 
 Our
educaUon:
 we’re
moUvated
to
tell
the
story

 in
the
most
beauUful
way

  10. 10. Isn’t this how you would think of advertising milk? We are educated to make things look nice
  11. 11. Why all the fuss? Why is that so bad?
  12. 12. HARMING THE FUTURE   More complaints against advertising   Undermining confidence in business   Sabotage of environmental movement in business. Damage credibility of sustainability   Feeding cynical views on sustainability HARMING YOURSELF   Brand image damage, bad press attention   Decreasing employer motivation   Decreasing goodwill of strategic stakeholders   Honestly…It is simply annoying   And last but not least…
  13. 13. You don’t want this kind of circus on your doorstep
  14. 14. 2 ways you can avoid greenwashing
  15. 15. A 
 SUck
to
the
MAIN
PRINCIPLE
of
 GreenverUsing:
 Green
is
special
 Green
is
normal
 “Green Marke*ng is not about making  normal things seem green (greenwashing),  it is about making green stuff seem normal” 
  16. 16. B Be aware of the “seven sins of Greenwashing”:
  17. 17. 1 The sin of suggestive pictures: Green
images
that
indicate
a
(un‐jusUfied)
green
impact,

 like
flowers
blooming
from
exhaust
pipes

  18. 18. 2 The sin of the hidden trade off: Green
product/
Dirty
company
 SuggesUon
of
being
Green,
based
on
a
single
environmental
a`ribute,
while
 blurring
all
other
parameters
which
are
maybe
more
important.
 Expl.
talking
about
your
4%
green
energy,

to
hide
all
the
rest

  19. 19. 3 
 The
sin
of
no
proof:
 Claims
that
could
be
right,
but
are
not
supported
by
any
evidence,

 or
by
any
reliable
third‐party
cerUficaUon.

  20. 20. 4 The sin of vagueness: Claims that are expressed with fluffy language without a fixed meaning, like ‘earth-friendly’ packaging
  21. 21. 5 
 
The
sin
of
irrelevance:
 environmental
claims
that
are
redundant
and
unimportant
for
customers

 seeking
environmentally
preferable
products.
It
is
irrelevant
and
therefore
 distracts
the
consumer
from
finding
a
truly
greener
opUon.
 Like
‘unleaded
fuel
(all
fuel
in
Europe
is
unleaded)
 …

  22. 22. 6 The sin of lesser of two evils: These are “green” claims that may be true within the product category, but that risk distracting the consumer from the greater Health- or other negative impacts of the category as a whole Like organic cigarettes
  23. 23. 2
Million
Euro’s
narrowing
the
‘open’
debate
to
pro
 versus
contra
nuclear,
ignoring
all
alternaUves

  24. 24. 7 
 The
sin
of
fibbing
 out‐right lying, and produce  totally fabricated claims or data 
  25. 25. Cut
out
and
keep
 “The seven sins of Greenwashing” 1. The
sin
of
suggesUve
pictures
 2. The
sin
of
the
hidden
trade
off
 3. The
sin
of
no
proof
 4. The
sin
of
vagueness
 5. The
sin
of
irrelevance
 6. The
sin
of
lesser
of
two
evils
 7. The
sin
of
fibbing

  26. 26. Thanks for your attention!
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