Greenwashing: Definition, Impact, and How to Tackle It

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The concept of greenwashing might be unfamiliar to some people, but you can encounter it daily. If you feel like a green campaign is too good to be true, that is what greenwashing is.

Greenwashing is a practice that commonly occurs when many brands compete to appear environmentally friendly. A RepRisk report states that 25% of climate-related risks documented since September 2023 are linked to greenwashing practices.

This phenomenon is becoming more common as consumer environmental concerns are increasingly raised on social media and in the news. Unfortunately, not all companies are actually implementing practices that claim to preserve the environment.

Then, what is greenwashing, what is its impact, and what are its examples and cases? Read this article until the end to find the answer!

What Is Greenwashing?

According to the Forest Stewardship Council (FSC), greenwashing is a misleading marketing campaign in which a company claims its practices are environmentally friendly. In fact, the operational data does not align with the announced claim.

The term greenwashing itself is a combination of the words green (environmentally friendly) and whitewashing (covering up mistakes). Therefore, it refers to efforts to cover up negative environmental impacts by presenting an image that makes the company or product appear environmentally friendly.

Greenwashing was first introduced in 1986 by Jay Westerveld, an American researcher and environmental activist. The term emerged when Westerveld observed manipulative practices at a beach resort in Samoa.

The resort asked guests to reuse towels to protect the environment. However, at the same time, the resort was expanding its buildings and carrying out developments that damaged the surrounding natural area.

Characteristics of Greenwashing

The characteristics of greenwashing are often too subtle to notice, especially if you do not pay attention. To see the eco-friendly product claim more critically, you must know the characteristics of greenwashing:

Unspecific or uncommon green claim: Using eco-friendly, natural, or environmentally friendly terms without a clear explanation.
No official certification or evidence: The product claims to be eco-friendly but lacks a trusted accreditation, such as FSC, ISO 14001, or EcoLabel.
Misleading green visual: Using green packaging, leaves images, or environmental symbols to appear “greener”.
Focusing on one small aspect: The company emphasizes one “greener” part of the product, while the operational production still pollutes the environment.
Using confusing technical terms: Scientific terms are used to convince consumers that the product is environmentally friendly. In fact, this is often irrelevant or does not explain the actual impact on the environment.

Impacts of Greenwashing

The impacts of greenwashing are not only experienced by consumers but also have long-term effects on the environment. To understand how serious it is, here is the complete explanation:

Hindering the Real Sustainability Practices

When companies that are not actually environmentally friendly appear to care, the pressure to make fundamental changes diminishes. As a result, other companies can use this as an excuse to avoid investing in clean technology, renewable energy, or more sustainable sources of materials.

Slowing Climate Change Efforts

Greenwashing creates the false impression that we are moving toward a greener future. However, no real action is taken. It will surely slow essential efforts, such as reducing greenhouse gas emissions, which are urgent in the face of the climate crisis.

Increasing Waste

An unclear sustainable campaign on packaging and products makes consumers feel more secure and encourages them to buy more products. This pattern triggers increased production and resource utilization, and eventually increases waste volume, worsening environmental problems.

Examples of Greenwashing

Examples of greenwashing can be found across industries, including automotive and fast fashion. A well-known German automotive brand once promoted its diesel cars as lower-emission than competitors’.

However, in 2015, an investigation by the Environmental Protection Agency (EPA) revealed that the brand had deliberately installed defeat devices (manipulative software) in its diesel cars.

This device made the cars appear to have low emissions when tested, but when used commonly, the vehicles actually emitted nitrogen oxides up to 40 times above the safe limit. As a result, the brand had to pay billions of dollars in fines.

Meanwhile, a well-known fast-fashion brand came under scrutiny for its garment-collection box program, which it promoted as a significant effort to reduce clothing waste.

In reality, only a portion of the textile waste was actually recycled, while the production of new clothing continued unabated. This led many to view the program as more of a public relations stunt than a real solution to environmental problems.

Greenwashing Cases in Indonesia

There are many greenwashing cases in Indonesia that we can find daily. One of them is a cleaning product or soap listing organic, natural, or eco-clean label. The fact is that their ingredients contain synthetic chemicals.

This claim is often not backed by official certification, misleading consumers who see the products as an environmentally friendly choice.

How to Tackle Greenwashing

There are several simple ways to help you acknowledge and address greenwashing so you can make an informed, responsible decision. Here are some of the strategies:

Inspect the sustainable claim to determine whether an official, credible certification supports it.
Be scrupulous about the product composition to ensure that the claim is factually natural or eco-friendly.
Look for an independent review or third-party report to validate the green claim.
Avoid products that rely solely on a green label or color without supporting information.
Check the company’s sustainability report to see its actual production practices.

That concludes the explanation of greenwashing, including the definition, case examples, and how to identify and address it to avoid being misled by eco-friendly claims.

Understanding greenwashing practices is an essential step toward preserving the environment and encouraging companies to be more transparent about the impact of their production.

If you want to contribute to encouraging transparent and sustainable business practices, you can join Indonesia Asri and support #AksiAsri campaign.

Indonesia Asri is committed to educating the public about waste sorting. This contribution aims to help address waste issues in Indonesia by promoting proper waste sorting so that waste can be processed in line with circular economy principles.

So, what are you waiting for? Register yourself now and be part of Warga Asri, who actively support truly sustainable business practices for a cleaner, healthier, and more sustainable earth!