The document discusses greenwashing, a marketing tactic companies use to present their products as environmentally friendly, even when the practices may not be genuinely sustainable. It emphasizes the difficulty for consumers to make informed 'green' purchasing decisions and the importance of transparent communication from companies regarding their environmental efforts. Additionally, the document highlights the need for ongoing conversation and analysis of greenwashing as societal eco-sensitivity increases.

1. ED’s Note
You didn’t buy our
‘green’ cover, eh?
Well, we didn’t want you to!
Honestly could there be an eco-sensitive car? A green airline? A green
diaper? A green air-conditioner? A green burger? And a green cigarette?
Apparently yes. All of these can be green, environment-friendly or eco-
sensitive, just like the cover of this issue – which by the way is anything
but green and is actually symbolic of all such greenwashing.
Greenwashing is mostly used as a marketing and PR gimmick by com-
panies to peddle their services as green or environment-friendly.
Consumers across the globe – battered by the dour prognosis of melt-
ing artic ice and rising ocean levels – are increasingly receptive towards
companies or products that have a green sheen. So when a cola company
talks about positive water balance in the water used in the production
cycle, while not bringing into discussion the actual overall usage of water,
they are attempting to project themselves in a ‘green’ light. Now, from an
absolute perspective it is indeed an act of telling a green lie. If one agrees
to take one cross-section view at a time though, it becomes a ‘noble truth.’
Or does it?
Shashwat DC It’s not easy for the ‘green’ buyer to find an easy answer, especially
Editor -in-Chief because from a company’s perspective green is a continuum of shades and
each shade is a milestone in a long journey.
Marketers have a
How does a buyer then make a ‘green’ buying decision?
Marketers have a very critical role to play here, in helping the buyer to
very critical role take an informed decision. For instance, it would help to let buyers know
what part of a product making process was green and how. Customers
to play in helping would appreciate and prefer that small piece of communication rather
than seeing a blanket statement that vaguely states the product to be
the ‘green’ green. It is equally important to communicate where the company is in
its green journey and where it aims to be after a period of time.
buyer to take The road to green is a long and deliberate one, where commitment and
resolution come much before than marketing and publicity.
an informed There already are some companies out there that are genuinely invest-
decision. ing and working at making a difference to the community at large, and
have been genuinely chipping at processes within and outside to reduce
the carbon footprint.
Within the pages inside, we will delve in detail on the issue of green-
washing. And since it entails advertising, we spoke to some well-known
advertising gurus— Piyush Pandey, Alyque Padamsee and Gautam
Shenoy for their expert take on the subject.
Yet, let’s be honest, the topic of greenwashing needs much wider delib-
eration than a few well-designed pages that this issue can afford. Over
time, we will revisit the issue, with the understanding and acknowledge-
ment that much water would have flown under the green bridge by then.
As the world wakes up to raised eco-sensitivity, with the passing of a
Sandy or a Nilam, there would be less chances of companies getting away
with greenwashing.
Meanwhile, don’t forget to send us bouquets or brickbats in our
mailbox, and let us know what you thought of this issue, and yes, of
the innovative and gimmicky cover. Were we spot on? Let us know at
editor@sustainuance.com.
November 2012 Sustainuance 3