So What is Greenwashing?
Greenwashing is an attempt to make people believe that your business is doing more to protect the environment than it actually is. It starts with deceptive marketing that overstates or makes false claims about the business’ climate activity, environmental credentials, or products.
Greenwashing is a concept that many small business owners often struggle with. As a small business owner, you want as many customers as possible to know about the great things your business is doing in terms of being ethical, sustainable, and climate-friendly. And, as they should be, these are often the attributes that many consumers are drawn to. Herein lies the issue – it is often unclear as to at what point the business has crossed the line and started to make claims that overstate what they actually are doing for the environment (i.e. greenwash)
Business fear doing good!
More recently, some of the world’s biggest carbon emitters, such as conventional energy companies, have attempted to rebrand themselves as champions of the environment. Products are greenwashed through a process of renaming, rebranding, or repackaging them. Greenwashed products might convey the idea that they’re more natural, wholesome, or free of chemicals than competing brands. Consumers become sceptical and rightly so, but such marketing backed by large businesses really does spoil it for smaller businesses wanting to make real changes to their practices and support climate initiatives.
We’re not saying that big business doesn’t want to make a positive change, and in some cases some climate initiatives wouldn’t even get off the ground without the funds that big business can provide. It comes down to the intention; is it just to market themselves to appear cleaner or greener or is it genuine policy and social responsibility?
The negativity seen around some higher profile cases seems to have flowed down and impacted smaller business owners, who, out of fear, are silenced in talking about or even doing something positive for the environment and sustainability in general. Unfortunately, soap box social media and media, in general, tend to look for and focus on negative aspects in order to sensationalize or scandalize to draw in the crowd.
Accidental Greenwashing
Is accidental greenwashing a real thing?
Yes, and a small business could inadvertently fall victim to unintentional greenwashing, typically thanks to the combination of good intentions and bad math. What do we mean by this? It comes down incorrectly measuring the carbon footprint of a business.
Carbon is complex and it is common to see businesses fail to understand and account for emissions within their entire value chain. These value chain emissions – also called scope 3 emissions – don’t originate within the businesses’ own walls, and, as such, are difficult to measure. What follows is a common type of unintentional greenwashing: when businesses claim to be “verified carbon neutral” without factoring in these scope 3 emissions. Since scope 3 accounts for on average just over 90% of the business’s carbon footprint, not appropriately addressing them leaves a very large gap in a company’s environmental efforts.
Getting it wrong can cause huge reputational damage to a business. To avoid the unreliability of doing this internally or the cost of consultant-based manual measurements, not to mention the additional time investment required, businesses should turn to software-based carbon accounting.
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- Source: https://www.carbonhalo.com/what-is-greenwashing/
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