I never thought I’d say this, but I am burn out on “green”. Not the lifestyle or movement; I guess I am sick of the word being used and overused everywhere you look. If you glance over my previous posts, you will find that I myself use the word “green” quite a bit. I guess part of why I am tired of the word green in this context is because of the issue of greewashing.
“Greenwash (a portmanteau of green and whitewash) is a term used to describe the perception of consumers that they are being misled by a company regarding the environmental practices of the company or the environmental benefits of a product or service. It is a deceptive use of green PR or green marketing. The term green sheen has similarly been used to describe organizations which attempt to appear that they are adopting practices beneficial to the environment.” - Wikipedia
In short, Greenwashing is the exploitation of the ecological and environmental conscious movement and lifestyle. Greewashing has been a known issue over twenty years, but but it seems that the problem has increased over the past few years.
What is green? Besides LEED Certification for green building standards or a similar organization that has oversight over green labels, what makes a company or product green?
For me, since I am in the business of marketing and selling “green” personal care products, I have to make sure that my business and personal conduct/lifestyle reflects my message. I have to make sure that my products, the vendors I work with, and the way I run my business cannot contradict the message I’m trying to convey.
For the next several posts, I will refrain from using the word “green” unless its in the context of the color green or any quotes that I use. Of course my domain name will remain the same, and I wont change the Green and Chic website, but for the purpose of this blog, it will not be used – at least for a while. Why? I guess its an experiment to see if I can use alternative language and words to get the message across.
What does green and greenwash/greenwashing mean to you? How can we avoid falling prey to it?
What do you think of this ad and website?
I think you raise an interesting point. A lot of people are now more focused on the idea of “sustainability” than green per se. Some also like to talk about the Triple Bottom Line: for people, profit and planet. But the advantage of “vert” (French for that word you don’t want to use on your blog!) is that people do “get it.” Sometimes I talk about being “environmentally aware” or “environmentally conscious” instead.
I think about this greenwashing crap every time I see one of the major auto manufacturers’ advertisements.
Also any time I hear the term “clean coal.” I love Barack Obama, but someone needs to tell him there is no such thing as “clean” coal. And I know we’re dependent on it, but seriously.
Also, Herbal Essences was flat-out LYING when it described its products as an “organic” experience when it included products that are NOT organic.
Wal-Mart got in trouble for also advertising items that were not organic under organic labels a couple of years ago.
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Thanks for starting up this discussion. I always wonder, when I see commercials that have a “green” edge, whether it’s sincere and accurate. Having some kind of standard would be cool and would help folks make responsible purchases without feeling duped.
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I think many individuals are thinking of themselves as “green” when in fact they don’t do nearly as much as they could.
I don’t do as much as I could, but I don’t consider myself “green.”
I’m like Sara, here. What exactly does “green” mean when we hear it – how green is green. Are there shades? Are some shades shadier than others? How do I “really” know? I guess, it all generates a lot of questions for me….
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@Lance – Good questions! HOW green is green?
@Vered – We all can improve no matter where we are in this process. I know I have room for growth!
@Sara & Bellesouth – I haven’t seen too many commercials, but I think I’ve seen a Honda ad letting us know that they are the greenest automaker. I know they have the hybrid, but I wonder what else makes them green?
@Bellesouth – I know Herbal Essences is crap! There’s nothing “herbal” about it, LOL
@Lynn – I wonder what my role is in all of this. I question my motives and goals. I wish more companies did the same.
Green has totally become the new way to sell something. People think if they but green products that they don’t need that they care about the environment when they still just over consuming.
I don’t call myself “green” but I think I live the lifestyle more than most – low carbon footprint, don’t own a car, don’t eat meat, etc.
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Whenever marketers latch onto a buzz word that fuels emotions – you know it will be bastardized. Being green should be as simple as becoming aware of how our decisions affect ourselves and our world. Probably the easiest way to avoid greenwashing is to avoid companies that advertise their green so aggressively. My feeling is that the louder they proclaim, the weaker their position. Companies that are truly working toward green are evident in their actions and products – they don’t need to shout it.
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Hi Carla,
I found this post hilarious considering that you sell green products. I totally agree. I feel like every company is going green these days. They can’t all be doing it for the environment. There must be some economic motive involved.
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@Kathy – I totally agree. For me, I hope to make sure that my own actions, products, lifestyle reflects my message.
@Steve – Funny huh?
When I first started this, I had no idea where this would lead to. I secured the domain names before “green” got so popular though it was at the beginning of this era though. I guess I do have some insecurities over the name though I still love it.
I hear what you are saying and thanks for just saying it and getting it out there to start the conversation. I think a lot of us feel this way, however, we have to remember that it is used so much because it is such an easy word to use. So many people can remember it, identify with it, know what it means or is supposed to mean and it isn’t Trademarked so anyone can use it. Why is it in your site name and mine? It’s popular but because that is what we blog about. It’s easier than saying environmentally friendly.
I do understand you though and I feel the same way sometimes.
@Sommer – I’m glad I’m not alone in this!
I completely agree! It really bothers me that “Green” is being used as the hottest, manipulative marketing word. That dilutes the power and the meaning of Green. My business partner and I joke about advertising that we run a Green business just because green dominates our blog’s color palette!
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[...] Green + Chic has an interesting discussion started on greenwashing and how much is too [...]
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Finally, someone has admitted ” I am sick of greeen”, TY did not want to be the only one acting like a hater. But its everywhere, I mean those meaningless so called green celebrity shows, on cable aka, ‘living with ed, emeril green and so on. ok starting today I wont be using green for a long time.
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Well, I am just tired of everyone trying to force others to go green. It’s okay to politely mention a better way of conserving energy, etc, but some people try to push the green movement down our throats.
@Me, too – You bring up an interesting point. That is why I make sure the tone of my posts are something I I would want to read and take in. Of course, I can’t please everyone, but I try not to push, offend, etc.
@libit – Wow! There’s an “Emeril Green”?? I’m also tempted to tune in just to check it out!
@Michele – And what a lovely blog you have!
I agree, too many companies are simply using the term “green” without having real basis to any claims they make. NOTE: look for ENERGYSTAR or leaping bunny logos, those have actually been certified at least somewhat healthy for the environment.
To the writer, you might want to avoid citing Wikipedia in the future. Although it is helpful to steer you to reliable sources, the information on Wiki itself can be changed by anyone, to anything. For instance, if you wanted to you could access a page about JFK and write in that he was related to Spiderman.
Hi Mia,
Thank you for your thoughtful comment and the heads up about using Wiki!
Carla
If it’s OK for Al Gore to lie about Global Warming and it’s OK to lie about the benefits of ethanol, and it’s OK to lie about supporting renewable resources only to treat trees and water like rare endangered resources then why is it OK to lie about the environmental benefits of some product?
The whole environmental movement is riddled with hypocrisy and contradictions that magically disappear the moment you view it as a socialist movement. The environmental movement is a big lie, and a lie that people swallow without a second thought. I actually find it funny that companies can abuse this reality for their personal gain. If environmentalists would be honest with their movement then companies wouldn’t be able to get away with greenwashing.