The document discusses greenwashing, the practice of making unsubstantiated environmental claims, and outlines various types of greener energy such as solar, wind, and biomass. It highlights the role of major energy companies in the UK, government policies promoting renewable energy, and consumer perceptions of green products. The conclusion emphasizes the need for genuine political will to address environmental challenges effectively.

1. Greener energy & Greenwash

2. Today we are going to cover...
1. GREENWASH
2. CONTROLLING GREENWASH
3. TYPES OF GREENER ENERGY
4. THE BIG SIX
5. GOVERNMENT POLICIES
6. CONSUMER PERSPECTIVE
7. CONCLUSION

3. So what exactly is greenwash?
Greenwash is an environmental claim which is
unsubstantiated (a fib) or irrelevant (a distraction). Found
in advertising, PR or on packaging, and made about
people, organisations and products. (Futerra, 2011)
The list of tactics and villains is Hiding unpleasant facts, an organisation spends more
practically endless, but oil time and money claiming to be green through
companies and car companies are advertising and marketing than actually
some of the worst offenders. implementing business practices that minimize
(Rowell, 2002) environmental impact. (Greenwashing Index, 2012)
The skyrocketing incidence of greenwashing
It's been a ripe time for companies can have profound negative effects on
mis-selling their green credentials consumer confidence in green
in ads (Vaughan, 2009) products, eroding the consumer market for
green products and
Greenwash – disinformation services. (Furlow, 2009)
disseminated by an organisation so as to
present an environmentally responsible
public images. (Rowell, 2002)

4. Controlling Greenwash…
Greenpeace has been working to bring attention
The ASA has responded to rising to the problem since the early 1990s. In 1992, DEFRA:
complaints from members of we published the Greenpeace Book of It provides a step-by-step
the public concerned about Greenwash, highlighting the most egregious guide on how to provide
advertisers over-exaggerating examples of corporate greenwash at the time. information to
the benefits of their (Greenpeace, 2012) consumers in a way that
product, service or organisation is not unfair or
to the environment. (ASA, 2011) misleading. (ASA, 2011)
Good environmental claims that accurately
convey the environmental attributes of
products help
Following a public consumers to make informed choices.
consultation on the Misleading, false, meaningless or unclear
Advertising Codes in information
2009, a dedicated section can result in consumers losing confidence in
on the environment in a environmental claims and labels in
single Broadcast Code general, lead
provides greater clarity for to unfair business competition and
the public and business. discourage companies from making truthful
(ASA, 2011) claims. (DEFRA, 2011 )

5. Types of greener energy
“The generation of electricity or heat from renewable or low-carbon sources by the
use of any equipment, the capacity of which to generate electricity or heat does not
exceed the capacity specified in subsection.” (Green Energy Act, 2009)
There are 6 different types of green energy...
Solar Wind Hydroelectricity
Biomass CHP Anaerobic digestion

6. Solar Energy
“Solar energy is the energy received by the earth from the sun. This energy is in the form of solar
radiation, which makes the production of solar electricity possible.” (Clean-energy-ideas, 2012)
Beyond Petroleum or Beyond preposterous?
(Corpwatch, 2010)
“Chevron's solar panels won't clean up its filthy
oilfield” (Guardian, 2012)

7. Wind
Wind power is the conversion of wind energy into a useful form of energy, such as using:
wind turbines to make electricity, windmills for mechanical power, windpumps for water
pumping or drainage, or sails to propel ships (Gipe, 2012).
Criticisms of wind energy…
1. Pushing up energy bills
2. Back-up power plants mean wind energy does
not deliver net reductions in carbon emissions
3. The powering up and down of fossil fuel plants
to cope with wind energy intermittency
undermines their efficiency and leads to a net
increase in emissions
4. The "intermittent" nature of wind power makes
it impossible to manage
5. Variable wind energy outputs will disrupt the
grid and lead to blackouts
6. Reliance on wind energy will lead to power
shortages
7. Long term damage to birds population
(Energy Digital, 2011)

8. Cogeneration/CHP
Cogeneration (also combined heat and power, CHP) is the use of a heat engine or a power station to simultaneously generate
both electricity and useful heat. All thermal power plants emit a certain amount of heat during electricity generation. This can be released
into the natural environment through cooling towers, flue gas, or by other means. (Green World Investor, 2011)
• Clean Coal Technologies can only be partly reduced and will not make a major impact on the problem of
Climate Change
• They are not a Green Solution to the disadvantages of coal
• Saying that implementing them will result in Climate Change mitigation is greenwashing
• However, these technologies need to be implemented till the world is ready to move away from its
addiction to cheap energy provided by coal
(World Nuclear, 2012)

9. Hydroelectricity
• Hydroelectricity - Electricity generated by hydropower
• Hydropower means the production of electrical
power through the use of the gravitational force
of falling or flowing water
• It is the most widely used form of renewable
energy, accounting for 16 % of global electricity
consumption
• The cost of hydroelectricity is relatively low
• Hydro is a flexible source of electricity since plants can be ramped up and down quickly to
adapt to changing energy demands
(International Rivers, 2012)

10. Hydroelectricity
Greenwashing Hydropower
- The Problems with Big Dams -
“Damming interrupts the flow of rivers.
It harms local ecosystems and displaces
people and wildlife.”
However, dam construction is still under way regardless of its impact
A public campaign by the dam-building industry greenwashes
hydropower as a source of clean energy.
(Energy Saving Trust, 2012)

11. BIOMASS
Wood biomass includes forest products, waste
Non-wood biomass includes animal
wood and energy crops like elephant grass and
waste and biodegradable food. (Green
quick-growing trees like willow. (Green energy
energy UK, 2012)
UK, 2012)
Produced from organic materials such as wood, plants and
animal waste. We get this either directly from plants, or
from waste products from industry, agriculture or your
very own home! (Green energy UK, 2012)
Can be converted to make biofuels which can be used for
transportation purposes. 2010 3.33% of UK road fuel was
biofuel. (Department for Transport, 2012)
Biomass is a “carbon lean” fuel producing a fraction of the
Carbon emissions of fossil fuels (Biomass energy centre, 2012)
Conversion technologies may release the energy directly, in
the form of heat or electricity, or may convert it to another
form, such as liquid biofuel or combustible biogas. (Biomass
energy centre, 2012)

12. Biomass Greenwashing
Environmental campaigners slammed the pilot
project as a gimmick that would end up
harming the environment (Harvey, 2008)
Britain's first
commercial
flight run on
biofuel as a
"hollow PR
stunt that
paves the way
for rainforest
destruction“
(Harvey, 2008
)
Biofuels – once greeted by green campaigners as an alternative to fossil fuels – are now
regarded as even more environmentally destructive than the fuels they replace. Natural oils
such as palm oil are now hugely valuable globally traded commodities, and the rush to cash in
has led to the widespread destruction of rainforest in countries such as Indonesia and
Malaysia. (Harvey, 2008)

13. Biomass Greenwashing
3-D PR Strategy (Rowell, 2002)
Deny
“landmark” flight
Delay
Use of palma oil
Dominate
decrease land for
"Sustainable biofuels have a role to play in efforts
food
to tackle climate change, particularly in sectors
where no other viable low carbon energy source
has been identified”

14. Anaerobic Digestion
…from waste to energy!
“Anaerobic Digestion (AD) is a biological process that happens naturally when bacteria breaks down
organic matter in environments with little or no oxygen. It is effectively a controlled and enclosed version
of the anaerobic breakdown of organic waste in landfill which releases methane.” – (FOE, 2007)

15. The BIG SIX control 99 per cent of our
domestic energy!

16. The Fuel Mix…
April 2011 – March 2012
Energy Source Centrica UK Average
Coal 13.7% 29.2%
Natural Gas 50.0% 40.7%
Nuclear 26.5% 19.1%
Renewables 7.9% 9.2%
Other fuels 1.8% 1.8%
C02 Emissions 330 g/KWh 430 g/KWh
High-level radioactive waste 0.0024 g/KWh 0.0017 g/KWh
So what are they doing about renewable energy?
“We're working hard to meet the government targets of sourcing electricity supplied from renewable sources.” To help achieve this they:
• Plan to invest £1.5 billion in renewable source energy production including wind farm construction
• Purchase energy from other generators of renewable electricity such as:
– The Glens of Foundland
– Barrow Offshore, Lynn and Inner Dowsing in the Greater Wash area
• Purchase energy from Non Fossil Purchasing Agency (NFPA) auctions *electricity comes from sources such as landfill gas, small-scale hydro and wind power
(British Gas, 2012 [screen1])

17. The Fuel Mix…
April 2011 – March 2012
Awarded a ‘Platinum Plus’
status in the Business in the
Community (BITC) Corporate
Responsibility (CR) Index
The website provides thorough info about CRC Energy Efficiency Scheme for organisations and Electricity Market Reforms.
EDF focuses more on organisations than individual households. However, all stakeholders views are presented and individuals can
access free downloadable carbon management for dummies, electricity buying for dummies, energy efficiency toolkit & energy
glossary.
“In 2007 we pledged to reduce the intensity of carbon emissions from our electricity production by 60% by 2020
They have already delivered some of the targets that we said we would deliver by the end of 2012 and we are largely on track with the
others” (EDF, 2012 *screen1+).

18. “We believe that a mix of Renewables currently using:
power plants, relying on a - Wind
range of fuels - - CHP Invested over £480 million
gas, wind, coal, oil, biomass - - Biomass in schemes in the UK and
is the best way of ensuring we continue to be the
security of supply while Committed to the development market leader in the large-
minimising our impact on the of wind farms, both onshore and scale end of the CHP
environment and keeping the offshore and have a significant market.
cost of generation as low as number of projects in various
possible” - (Eon, 2012 [screen 1]) stages of development Taken a leading role in the
development of wind
power in the UK since 1991
Once the full
when we invested in our
1,000MW project is
first wind farm.
built, this will be the
largest offshore
wind farm in the Operate one of the UK's
world and could largest dedicated biomass
supply the plants at Steven's
electricity needs of Croft, near Lockerbie, which
around 750,000 is capable of producing
homes each year power for around 70,000
(Eon, 2012)
homes.

19. The Fuel Mix…
April 2011 – March 2012
(Eon, 2012)

20. • Is a leading integrated UK energy company (A part of REW Group)
• Supplies electricity and gas
• Serve 6.5 million residential and business customers
• Has a flexible portfolio of coal, oil, biomass and gas-fired power stations accounts
• Produces 10% of the electricity used in Great Britain
The Fuel Mix…
April 2011 – March 2012
Energy Source NPower UK Average
Coal 29% 29.2%
Natural Gas 55% 40.7%
Nuclear 2% 19.1%
Renewables 12% 9.2%
Other fuels 2% 1.8%
C02 Emissions 490 grams per kWh 430 g/KWh
High-level radioactive waste 0.0002 grams per kWh 0.0017 g/KWh
(NPower, 2012)

21. • Is one of a UK’s leading renewable energy companies
• Owns a portfolio of onshore and offshore wind farms and hydroelectric power
projects
Npower Juice
• Npower Set up the ‘juice’ green electricity tariff in 2003
• Costs the same as their standard electricity – there is no premium to pay
• Since the launch of Juice, they have raised more than £2 million for the Juice
fund which has helped to support renewable energy projects all over the
country
(NPower, 2012)

22. The Fuel Mix…
April 2011 – March 2012
Energy Source SSE UK Average
Coal 35% 29.2%
Natural Gas 49% 40.7%
Nuclear 1% 19.1%
Renewables 14% 9.2%
Other fuels 1% 1.8%
C02 Emissions 0.512 kg/kWh 430 g/KWh
High-level radioactive waste 0.0001 g/kWh 0.0017 g/KWh
(SSE, 2012)

23. • Is one of the largest energy suppliers in the UK
• Most of their customers are micro and small businesses
Scottish Power Renewables…
A part of Iberdrola (the largest wind energy developer in the world)
• Responsible for progressing Iberdrola’s onshore wind and marine energy projects in the UK and Ireland
• In 2011 , Scottish Power Renewables became the first UK developer to reach an installed generating
capacity of 1,000 MW
To secure their position at the forefront of the renewable energy industry, they are firmly committed to the
responsible development of renewable energy.
The Fuel Mix… (Scottish Power, 2012)
April 2011 – March 2012
Energy Source Scottish Power UK Average
Coal 48.9% 29.2%
Natural Gas 43.4% 40.7%
Nuclear 0% 19.1%
Renewables 7.6% 9.2%
Other fuels 0.1% 1.8%
C02 Emissions 0.620 g/KWh 430 g/KWh
High-level radioactive waste 0.00 g/KWh 0.0017 g/KWh

24. Are the big six energy companies blocking
renewables in the UK?
• Showing only minor interest in renewables Renewable sources are
now responsible for
“Currently, three- • Over-charging consumers over 20 per cent of
quarters of our
electricity comes from • Ignoring renewable energy Germany’s
electricity, with the
coal and gas, with • Unwillingness to meet ‘zero carbon electricity by 2030’
large energy
renewables contributing • Nuclear and gas NOT renewables companies owning
only eight per cent”
• Increase in prices only 13 per cent of the
kit, compared to 51
• Ofgem reforms per cent owned by
individuals and
supported by a
“Friends of the Earth are however unconvinced that the reforms
successful feed-in tariff
are on the right track, arguing that they will leave much as it is:
that pays people for
a market that only large companies can compete in; no
the energy they
commitment to the 2030 zero-carbon electricity target; no
generate
serious plan to reduce energy waste; and the green light to the
big six’s plans for a new generation of gas-fired power stations”
(The Ecologist, 2012)

25. Government policies
“The 2009 Renewable Energy Directive sets a target for the UK to
achieve 15% of its energy consumption from renewable sources by
2020. This compares to 3% in 2009. While analysis demonstrates it is
possible to achieve the target and industry say they have the capacity
to deploy at the rate required, the scale of the increase over the next
10 years represents a huge challenge and will require strong
contributions from all three sectors of electricity, heat and transport.
Current percentage is at 6.8. The Government's Renewable Energy
Strategy lead scenario suggests that by 2020 about 30% or more of
our electricity – both centralised and small-scale generation – could
come from renewable sources” (DECC, 2012).
Expenditure in governmental green ads has decreased due to
economic situation UK, alongside other EU Member States
DECC have launched a new series of quick guides to the Green Deal
for householders, owners, tenants, landlords and business. DECC’s energy consumption on the website
All governmental departments will move to .gov.uk to make it easier
to find out what the government may be doing about a particular
issue (Guardian, 2012)

26. Government: meeting green
expectations
“Perhaps the greenest thing left about the Conservatives is the voters who took their environmental promises seriously”
(Guardian, 2012)
• Jonathan Porrit's admirable Sustainable Development Commission has been axed.
• The much-touted green investment bank will now not be a bank.
• Forests and woods have been threatened with privatisation.
• Energy policy has been reduced to flag-waving for nuclear.
• Cabinet reshuffle:
– promotion to environment secretary of Owen Patterson: a Conservative who opposes windfarms, loves airports and
supports fracking for shale gas (although his website does list "trees" as an interest)
– Justine Greening, who was just last month vehemently defending the government's official opposition to a third
runway, has been moved from the transport brief; her replacement, Patrick McLoughlin, will start talks on a cross-
party commission reopening the subject.

27. Consumer perspective
They expect something like 
But what they feel is 
The challenges of marketing renewable energy…
• Unwilling to pay a premium for green goods
• Because such environmental benefits as cleaner air and water are difficult to
see, feel, or experience immediately
• Because the renewable energy is added to the communal power grid in place
of fossil fuel-generated electricity, consumers do not receive the product for
which they pay
(Ottman, 1997)

28. Conclusion
“Winston Churchill aroused this nation in heroic fashion to save civilisation in World
War Two. We have everything we need except political will, but political will is a
renewable resource”.
(Al Gore, 2009)
In this presentation we have covered:
1. Greenwashing
– Definition
– Legislation
2. The big six
– The Fuel Mix
3. Types Of Greener Energy and examples of greenwashing
– Solar
– Wind
– Biomass
– Hydroelectricity
– Anaerobic Digestion
– Cogeneration
4. Government
– Policies
– Meeting green expectations
5. Consumers
– Barriers and perspectives

29. Some references
• Rowell, A., 2002. The Spread of Greenwash. Chapter 1 of Eveline Lubbers, Ed. “Battling big business: countering greenwash,
infiltration and other forms of corporate bullying”. Green Books Ltd.
• Futera Sustainability Communications, 2011. Greenwash guide
• Vaughan, A., 2009. Name your best greenwash adverts...ever! The Guardian. Available from:
http://www.guardian.co.uk/environment/ethicallivingblog/2009/apr/08/best-greenwash-adverts [Accessed 12th November
2012].
• Greenwashing Index., 2012. About Greenwashing. Greenwashing Index. Available from:
http://www.greenwashingindex.com/about-greenwashing/ [Accessed 12th November 2012].
• ASA., 2011. The Green Milestone. Advertising Standards Authority. Available from: http://www.asa.org.uk/News-
resources/Media-Centre/2011/the-green-milestone.aspx [Accessed 12th November 2012].
• Greenpeace., 2012. Greenwashing History. Greenpeace. Available from: http://stopgreenwash.org/history [Accessed 12th
November 2012].
• Department for Environment, Food and Rural Affairs., 2011. Green Claims Guidance. DEFRA. Available from:
http://www.defra.gov.uk/publications/files/pb13453-green-claims-guidance.pdf [Accessed 14th November 2012].
• Eon., 2012. Planning for the future. Eon. Available from: http://eon-
uk.com/generation/planning.aspx?WT.mc_id=E.ON_UK%27s_Renewable_Energy_Portfolio&WT.svl=8 [Accessed 14th
November 2012].
• Eon., 2012. Projects. Eon. Available from: https://www.eonenergy.com/for-your-home/Get-energy-efficient/how-are-we-
helping/Projects [Accessed 14th November 2012].
• Eon., 2012. Sustainable energy. Available from: https://www.eonenergy.com/for-your-business/Sustainable-solutions
[Accessed 14th November 2012].
• Green Energy UK., 2012. Types of green energy. Available from: http://www.greenenergy.uk.com/TypesOfGreenEnergy.aspx
[Accessed 13th November 2012].
• Department for Transport., 2012. Biofuels use and supply. Available from:
http://webarchive.nationalarchives.gov.uk/20120819131300/http://www.dft.gov.uk/topics/sustainable/biofuels/use-supply
[Accessed 14th November 2012].
• Biomass Energy Centre., 2012. What is biomass? Available from:
http://www.biomassenergycentre.org.uk/portal/page?_pageid=76,15049&_dad=portal&_schema=PORTAL [Accessed 17th
November 2012].
• BBC News., 2008. Airline in first biofuel flight. Available from: http://news.bbc.co.uk/1/hi/uk/7261214.stm [Accessed 17th
November 2012].
• Greenpeace., 2008. Virgin's biofuel flight is all spin and greenwash. Available from:
http://www.greenpeace.org.uk/blog/climate/virgins-biofuel-flight-is-all-spin-and-greenwash-20080225 [Accessed 17th
November 2012].

30. References
• Greenwise., 2011. Thomson Airways under fire for 'greenwash' after biofuel flight. Available from:
http://www.greenwisebusiness.co.uk/news/thomson-airways-under-fire-for-greenwash-after-biofuel-flight-2684.aspx [Accessed 18th
November 2012].
• Harvey, F., 2011. Green campaigners condemn Thomson Airways' biofuels flight. The Guardian. Available from:
http://www.guardian.co.uk/environment/2011/oct/05/thomson-biofuels-flight?newsfeed=true [Accessed 18th November 2012].
• Nancy Furlow, “Greenwashing in the New Millennium," Journal of Applied Business and
Economics, 10/6 (2009): 22-25.