Deconstructing Greenwashing in Business and Politics

By Cally Salter
August 2020

Sustainability has become increasingly important for all business, across all sectors. Businesses are awakening to the long-term value of incorporating sustainability practices within their work from a commercial, social value and environmental lens. But in true business fashion, it is often said the only thing better than doing the right thing, is to be seen to be doing the right thing. From advertisements to social media campaigns, companies know there is an inherent public capital to be gained from going green.

At first glance, this is no bad thing. But behind the glossy green sheen often reveals a more troubling picture. The term ‘greewashing’ entered the public lexicon in the 1980s by environmentalist Jay Westerveld to denote companies which give false or misleading claims about whether their products are environmentally sound. The watchdog Corpwatch provides a standard definition: Disinformation disseminated by an organisation so as to present an environmentally responsible public image.

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In some cases, it might be as simple as using terms like ‘green’ or ‘sustainability’ without proper interrogation. Alternatively, companies may develop polished PR campaigns to distract from their poor environmental track record. The concept of greenwashing received renewed attention in the wake of the infamous 1980s Chevron commercials. The multinational oil corporation made a string of commercials with lingering shots of bears, birds and a whole bunch of adorable animals. It was cute and charming enough to come straight out of Don Draper’s playbook. It was also an incredibly cynical attempt to draw attention away from their own substandard environmental practices.

The Chevron adverts – the so-called gold standard of greenwashing – has inspired environmentalists to vigilantly scrutinise the corporate world. But greenwashing is not only found in business circles. Theresa May introduced the Conservative party’s 25 year Environment Plan pledging to tax single use plastic amongst other progressive policies. Boris Johnson last month reaffirmed the Conservative’s manifesto commitment to plant 30 million trees by 2025. But pledges like these are often blunted without adequate timescale or enforcement. It doesn’t take a sceptic to see how the Tories - desirous of young and often eco-conscious voters – can search for political opportunity in such pledges. The term green Brexit (having seemingly moved on from the red white and blue variant) has become an increasingly prevalent phrase. It makes little difference we are no closer, you fear, to actually understanding what either term means.

As many climate policies remain unenforceable – just look at the US pulling out from the Paris Climate Agreement – we may see attempts to present a greener image than what can be feasibly performed. Perhaps more worryingly, there are recent examples where green practices are being used to cover up more insidious policies. Hungary presents a clear example. In the past decade, Hungary's carbon emissions have increased whilst renewable alternatives have diminished. Orban’s government has shut down its environmental ministry and banned wind energy altogether. Just last year, the country vetoed the European Union's 2050 carbon neutrality goal. Meanwhile in Politico, Hungarian Justice Minister Judit Varga was given a platform to write “Time for a Christian Conservation Green Policy”. By shifting onus onto ambiguous “climate wreckers”, Varga seeks to reframe the government’s dangerous stance as climate progressive.

Greenwashing is not a new concept. With growing awareness surrounding environmental, social, and governance topics expect many companies and governments to promote their latest green initiatives.