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  1. 1. COMENIUS PROGRAMME The future is in the hands of the European youth- Let’s struggle for a better world
  2. 2. Greenwashing <ul><li>It is a term describing the fraud made by companies when they pretend they help the environment by using green marketing. </li></ul>
  3. 3. The origin of the term <ul><li>This term is a portmanteau of “green” and “whitewash” and was coined by  an American environmentalist  in 1986  to refer to the aforesaid practice. </li></ul>
  4. 4. Environmentally friendly or Greenwashing?
  5. 5. Companies that use Greenwashing <ul><li>British Petrolium </li></ul><ul><li>Destiny USA </li></ul><ul><li>IBM </li></ul>
  6. 6. Raising awareness <ul><li>Some organizations are raising awareness about Greenwashing practices. </li></ul><ul><li>They are the authors of the Sins of Greenwashing studies. </li></ul>
  7. 7. The seven sins of Greenwashing
  8. 8. Sin of the hidden trade-off <ul><li>A claim suggesting that a product is ‘green’ based on a narrow set of attributes without paying attention to other important environmental issues. </li></ul>
  9. 9. Example of the s in of the hidden trade-off :
  10. 10. Sin of no proof <ul><li>This sin consists in making environmental claims about qualities that the product is believed to have, but without offering neither evidence of them nor a reliable certification. </li></ul>
  11. 11. Example of the s in of no proof : <ul><li>This is a good example. This car will never use a small quantity of fuel because its size requires high amounts of it. </li></ul>
  12. 12. Sin of vagueness : <ul><li>This sin consists in making a claim which is poorly defined or too broad. The real meaning can therefore be misunderstood by the consumer. </li></ul>
  13. 13. Example of the s in of vagueness : <ul><li>This is an example of the sin of vagueness. The label says this product is “natural”, but this affirmation isn’t very accurate. </li></ul>
  14. 14. Sin of worshiping false labels <ul><li>A product that, through </li></ul><ul><li>either words or images, </li></ul><ul><li>gives the impression of </li></ul><ul><li>third-party endorsement </li></ul><ul><li>where no such endorsement exists; fake </li></ul><ul><li>labels, in other words. </li></ul>
  15. 15. Example of the sin of worshiping false labels: General Motors GM’s ‘Gas-Friendly to Gas-Free’ ad campaign sought to reframe GM as eco-friendly.
  16. 16. Sin of irrelevance <ul><li>An environmental claim </li></ul><ul><li>that may be truthful but is </li></ul><ul><li>unimportant or unhelpful </li></ul><ul><li>for consumers seeking </li></ul><ul><li>environmentally preferable products. </li></ul>
  17. 17. Example of the sin of irrelevance: No CFCs Many products claim that they are “CFC-free” when ALL products currently on the market are CFC-free by law.
  18. 18. Sin of the lesser of two evils <ul><li>A claim that may be </li></ul><ul><li>true within the product </li></ul><ul><li>category, but that risks </li></ul><ul><li>distracting the consumer </li></ul><ul><li>from the greater environmental </li></ul><ul><li>impacts of the category as a whole. </li></ul>
  19. 19. Example of the sin of the lesser of two evils: organic cigarettes Company says: ´´Cigarette smokers unite! Now American Spirit cigarettes use organic tobacco! Sure, smoking cigarettes isn’t a health choice, but if you are already addicted, why not support environmental sustainability? ´´
  20. 20. Sin of fibbing <ul><li>Environmental claims that are simply false. </li></ul>
  21. 21. Example of the sin of fibbing: Fur Council of Canada An example is the Fur Council Of Canada that claims that their products are green when they are killing a lot of animals to make their furs.
  22. 22. TMB: Barcelona Transport Network <ul><li>The company in charge of the transport network in Barcelona (TMB) has launched a campaign to raise awareness about the importance of using public transport in order to reduce CO2 emissions. </li></ul>
  23. 23. Nespresso <ul><li>The company Nestle has not only counted on George Clooney to promote Nespresso, but they have also created a campaign called “ecolaboration” to inform about their capsule retrieval systems. </li></ul>
  24. 24. Ambilamp <ul><li>Ambilamp is a non-profit association which has developed a system to retrieve and recycle bulbs. </li></ul><ul><li>They offer their services to bulb manufacturers, they comply with environmental regulations and work with the authorities to keep improving this system. </li></ul>
  25. 25. 2010: More green products
  26. 26. Greenwashing persists, but…
  27. 27. … some companies are listening.
  28. 28. <ul><li>Katherine Aguerrett </li></ul><ul><li>Iván Álvarez </li></ul><ul><li>Natalia Añez </li></ul><ul><li>Fátima Asma </li></ul><ul><li>Nida Benzina </li></ul><ul><li>Fabián Castedo </li></ul><ul><li>Dennis Garces </li></ul><ul><li>Alejandro García </li></ul><ul><li>Aída Giralt </li></ul><ul><li>César Castellón </li></ul><ul><li>Marina Márquez </li></ul><ul><li>Andrei Ilkinov </li></ul><ul><li>IES RUBIÓ I ORS - L’Hospitalet de Llobregat </li></ul>This presentation has been made by: