GREEN WASH

Presented by:
57- AKANKSHA
58- RICHA
59- ARUNIMA
60- GAURAV
INTRODUCTION
What is greenwash ? ? ?
• To use green curtain to conceal dark motive.
• Green is the new black…….
• Companies are pretending to be green but
actually they are black.
• Fake environmental concern or initiatives.
• Make something appear more
environmentally-friendly than it really is.
• “LITTLE GREEN LIES” - Lincoln Star Journal

• “Using environmentally friendly programs to

draw attention away from unfriendly
activities” - Los Angeles Times

• “Misleading consumers about a product’s

environmental benefits” - New York Times
 "Seven Sins of Greenwashing"
• Sin of the Hidden Trade-Off (57%)
• Sin of No Proof (26%)
• Sin of Vagueness (11%)
• Sin of Irrelevance (4%)
• Sin of Lesser of Two Evils (1%)
• Sin of Fibbing (less than1%)
• Sin of Worshiping False Labels (less than 1%)
(April 2009)
 SEVEN SINS EXAMPLES EFFECT ENVIRONMENTAL
CLAIM COMMITTED

HIDDEN TRADE—OFF ENERGY EFFICIENT ELECTRONICS THAT 998 PRODUCTS AND

(PRINTERS, FAX CONTAIN HAZARDOUS 57% CLAIMS
MACHINES) MATERIALS
NO PROOF SHAMPOOS CERTIFIED ORGANIC BUT 454 PRODUCTS AND
NO VERIFIABLE 26% CLAIMS
CERTIFICATION
VAGUENESS CHEMICAL FREE WATER,PLANT,HUMANS 196 PRODUCTS AND
ARE MADE OF 11% CLAIMS
CHEMICAL USE ALL
PRODUCT
IRRELEVANCE CFC- FREE CFCs BANNED ALMOST 78 PRODUCTS AND 4%
30 YEARS CLAIMS

LESSER OF TWO EVILS ORGANIC CIGARETTES HEALTH 17 PRODUCTS AND 1%

CLAIMS

FIBBING 10 PRODUCTS AND LESS

THAN 1% CLAIMS

WORSHIPING FALSE TOYS AND BABY CHILDREN 3 PRODUCTS AND LESS

LABELS (2009 APRIL) PRODUCTS THAN 1% CLAIMS
EXAMPLES
 PALM OIL INDUSTRY
• The advertising authority in the UK recently asked the Malaysian
Palm Oil Council to pull misleading television ads that ran on the
BBC. The ads claimed that palm oil was environmentally friendly,
and used green images and statements, such as "A gift from nature,
a gift for life, " "Helping the planet breathe, " and "Sustainably
produced since 1917.“

• In reality, the palm oil industry is responsible for 

environmental destruction and CO2 emissions. The UK advertising
authority concluded that the ads should be pulled because there is
not a consensus that palm oil provides a benefit to the environment.
 NORWEGIAN INDUSTRY
• A group that oversees advertising passed new guidelines last year
that prohibit auto companies from claiming that their vehicles are
"green," "clean" or "environmentally friendly."

• According to the group, "Cars cannot do anything good for the

environment except less damage than other cars.“

• In France, the consumer protection agency determined that cars

should no longer be portrayed in nature, as is a common practice
in auto advertising. Instead, they must only be shown on roads
and other routes open to traffic, where they are typically used.
WHY IS GREENWASH GROWING???
• Consumer demand for more environmentally
responsible products is growing.
• Sales of environmentally oriented products have
increased.
• Demand remains strong despite the economic
downturn.
• Regulation and government action is pending
• There are generally no industry wide standards
for communicating environmental messages.
 AWARENESS
• AMONG CUSTOMERS

• AMONG COMPANIES

• WORLDWIDE
 AMONG CUSTOMERS

• Consumers who choose green products- 40% of

the American market
• According to Cone’s “Green Gap 2008 survey.”- In
2007 Spend around US$230 billion for the growth.
• This trend is global; National Geographic and
Globe scan’s “2009 Green index,” which surveyed
consumers in 17 countries, found a rise in
environmentally friendly consumer behaviour
around the world.
 AMONG COMPANIES
According to CBS news report- Major U.S.
manufactures launched 328 products labeled
as “Environmentally Friendly” (2007)
SALES ITEMS/BRANDS AMOUNTS COMPARED

ORGANIC PERSONAL SHAMPOO, US $ 350 MILLION IN UP 24% FROM 2005

CARE TOOTHPASTE, 2007
DEODORANT AND
COSMETICS

NATURAL PERSONAL BURT’S BEES, JASON US $ 155 MILLION

CARE NATURAL COSMETICS ALONE
AND TOM’S OF MAINE
 WORLDWIDE
• The “Cone Environmental Survey” which was
conducted by opinion research corporation with
1087 U.S. adults (2009).
• 34% indicate they are more likely to buy
environmentally responsible product today.
• 44% indicate their environmental shopping habits
have not changed as a result of the economy.
IMPACT ON BUSINESS
• Consumers see green washing, they are likely
to punish companies with less sales.
• NGOs see it, they are motivated to drive
NEGATIVE campaign and press.
• Regulators see it, they can determine that an
environment claim is a “deceptive practice”
and fine companies.
• Competitors also hurts your industry.
• Type: - Non- Government Organization
• Founded: - 1971, Vancouver, British Columbia
• Staff: - Kumi Naidu (Executive Director)
Lalita Ramdas (Chairman)
• Focus: - Environmentalism, Peace
• Method: - Direct action, Lobbying research, Innovation
• Revenue: - €212,316,000 (2007)
• Members: - 2.9 millions
• Worldwide offices: - National and Regional offices
46 countries
Independent global campaigning organization

To change attitudes and behavior

To protect and conserve the environment

To promote peace.
STOP
• Corporate malfeasance,
• Confronting polluters,
• Stopping environmental crimes whenever and wherever they occur.

SOURCES TO STOP GREENWASH

• The Internet,
• Campaigns,
• Engage companies in debate,
• Push to reform advertising standards,
• Corporate codes of conduct.
So that, we can help bring an end to the practice of
greenwashing. It is our hope that the end result will be fewer
corporations pretending to act and more taking action, in the
process making the world a safer, greener, and ultimately better
place.
 CONCLUSION
• Corporations must help to solve the world’s
environmental challenges.
• Consumers should be made aware of the
activity- GREENWASH.
• Greenwashing the black activities
of companies is against
“BUSINESS ETHICS” and a threat
to “CSR”.
 BIBLIOGRAPHY
• www.greenpeace.org
• www.greenpeace.mobi
• www.stopgreenwash.org
• www.google.com
• Business Environment – Francis Cherunilam
THANK YOU
FOR YOUR PATIENCE
&
SUPPORT
 FULLFORMS
• CBS– COLUMBIA BROADCASTING SYSTEM
• SCS– SCIENTIFIC CERTIFICATION SYSTEMS
• PR– PUBLIC RELATION
• BBC- BRITISH BROADCASTING
CORPORATION
• CFC- CHLORO FLUORO CARBONS