Let’s talk about “Greenwashing”.

Daniela Aguilar
Valerio Pini

Has it ever happened to you that when you meet a brand that claims to be green it causes you a feeling of disbelief, as in reality their actions are opposed? It is at this time that it is important to add this word to our vocabulary.

The word “Greenwashing” is made up of the union of two English terms: green and wash. It is used to describe companies, brands, products or people who, in order to gain a place on the market or avoid losing it, declare themselves sustainable when they are not.

Sustainability as a concept has become a socially accepted perspective, which is why it is important to know how to identify the Greenwash, so as not to be victims of bad practices. Let’s see what they are:

1. Complicated language

Which presents extremely scientific terms, difficult to understand or statements expressed in very general contexts without being supported by certifications and / or scientific data.

Illustrations by Valerio Pini; Greenwashing

2. Excessive use of the color green

Images that refer to sustainable contexts, on the product, label or advertising, without becoming aware of the ingredients and manufacturing processes.

Illustrations by Valerio Pini; Greenwashing

3. Contradictory statements.

Illustrations by Valerio Pini; Greenwashing

4. Selective amnesia.

Discuss only what is in the interest of the company and / or stakeholders.

Illustrations by Valerio Pini; Greenwashing

5. Providing false data.

Illustrations by Valerio Pini; Greenwashing

6. “Green” companies that belong to companies that are not green at all.

Illustrations by Valerio Pini; Greenwashing

7. Promote only what is sustainable and hide what is not.

Illustrations by Valerio Pini; Greenwashing

Sometimes it can be easy to identify greenwashing, but sometimes it is necessary to investigate further. We know we still have a long way to go to be sustainable, but it is important to demand that transparency be implemented first and foremost in communication, products and processes.

Not having to worry about greenwashers allows us, as consumers, to be able to choose between different products or services that offer a truly sustainable proposition for the world.

There is no fairer investment than that made in companies that really deserve it, don’t you think?

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