How to recognize greenwashing?
In recent years, there has been a general rise in consumer awareness regarding sustainable development issues. Companies have understood that this is a selling point. Unfortunately, some of them take advantage of the situation by boasting about social and environmental commitments that are actually just a facade. This is what we call greenwashing.
What is greenwashing?
Greenwashing is a marketing technique used by an organization to project an eco-friendly image. It is a form of misleading and deceptive advertising that allows companies to green their image and make us believe they are on a sustainable development path. But in reality, they are only doing so in words!
This type of practice has many negative consequences. On the one hand, greenwashing confuses consumers, who are becoming increasingly suspicious of brands. On the other hand, it harms the image of companies that are genuinely committed to CSR and sustainable development.
Greenwashing is penalized, but many companies still resort to it. That is why it is important to learn how to identify it so you can tell the difference between true impact companies and those solely concerned with their image. In this article, Meet My Job gives you 6 elements to help you recognize a brand that is greenwashing.
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How to identify greenwashing?
Exaggerated and overly "green" packaging
Greenwashing can rely on codes and imagery that are deeply rooted in consumers' minds, creating confusion when used. Green, leaves, nature, "naturally sourced" mentions... All symbols that make us think the product's composition is clean when for many brands, it is anything but! It is therefore necessary to properly inform yourself about which brands to prioritize and not let yourself be influenced by a simple design!
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