If you haven’t thought about greenwashing, it’s probably time you did. You might
be greenwashing, or appear to be greenwashing, even if you don’t realize it. The
best defence is to be clear and truthful about green claims to say only what
you do and do exactly what you say. But being green and avoiding greenwashing
are not always as easy as that.
Consumers want to be green but they’re suspicious of green claims. However,
sustainability is not just a trend; avoiding it is not an option for businesses.
Green continues to sell and sustainability continues to concern consumers,
businesses and governments. In its Best Global Brands 2009 report, U.S.-based
Intrabrand states: Sustainability will become ingrained in the fabric of how
companies do business; they will not be able to do without it.
For consumers, greenwashing is about trust and credibility, says Kathryn A.
Cooper, president of the Ontario-based Sustainability Learning Centre.
Consumers want to believe that companies are doing a credible job at being
green, but they just don’t believe it.
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