In this era of modern technology, majority of the people are well aware of the rising climate change issue and have shown support for climate advocacy. Due to constant work in the field at small & large scale level, it is an established fact now that Climate Change is in fact a big issue and requires proper attention.
Acquiring sustainable practices to mitigate climate change, global warming and many more environmental issues is one of the many practices that are carried out worldwide. However, many business tycoons and companies have falsely marketed their products to be sustainable leading to a fraudulent practice called green washing.
Where green marketing has become a highly debated topic for business organizations, customers, shareholders and other stakeholders, it is in fact a smart way to promote their contribution in the community while simultaneously marketing themselves as the best and their products as Eco friendly attracting customer attention.
We have learned that green washing is basically misleading consumers regarding the environmental practices of a company or the environmental benefits of a product or a service. They convince consumers into believing that they are working for the environment and that buying their product will also be an opportunity for the consumers to indirectly claim their lifestyles as Eco friendly.
Many researchers have defined green washing as poor environmental performance and positive communication about environmental performance. Green washing has become a widespread tactic in marketing and corporate communication strategies, used to appear environmentally responsible while attempting to meet stakeholder expectations. This can cause many stakeholders to lose confidence in the green washing firms under the fear of being identified as a green washer themselves too.
While it negatively affects the market, it can also bring mistrust and disbelief among the consumers of various firms. It confuses the consumer about a firm claims and motives behind such claims. Resultant the companies that do work for the environmental cause and market their products truly, pay the price in the form of accusations and skepticism by the consumer community.
According to statistics 72% of North American companies have admitted to engaging in green washing surpassing the global average of 58%. In Australia there was an 11.5 percent increase in companies at risk of green washing in 2024. Companies engaged in green washing also face legal penalties, reputational damage impacting their profitability.
While it’s a rising concern among the community, there are ways through which we can combat this issue including regulatory actions where governments impose fines and sanctions on the companies guilty of green washing, increasing consumer awareness which can lead them to making informed choices and properly researching when it comes to buying products from companies which claim themselves to be Eco friendly.
Lastly relying on companies with internationally recognized certifications like ISO 14001, LEED, FSC, Carbon Trust Standard which are among the top necessary certifications required for a company to legally stand by their claim of being Eco Friendly.
Green washing is not just a corporate issue but an environmental one as resources are diverted from authentic sustainability initiatives, slowing progress in combating environmental issues. Therefore, it is important to impose stricter regulations and enhance corporate transparency to ensure genuine environmental progress. The author is: Student of Agriculture University Multan.
( This article reflects author’s opinion and not necessarily the views of WNAM )
