Economy

Fifty Shades of Green

Published on February 26, 2021

The last few years has seen an explosion of green marketing with a strategic shift in certain areas; for example, the automotive or IT sectors. However, with misleading logos, catchy slogans and suspicious labelling, some companies are faking hyper transparency by dangling promises of green and ethical practices.

Under surveillance

Marketing actions that aim to give environmental content to products or operations that do not contain it are known as greenwashing, a term first used in 1986 by environmentalist Jay Westerveld. In other words, it is the mercantile takeover of environmental concerns while keeping the same methods or technologies "business as usual". The consequences of greenwashing are twofold: consumers are manipulated and the ecological benefits are zero. Advertising is often criticised for its use of greenwashing techniques to influence consumer perception. For example, with the excessive use of graphic or sound elements that evoke nature such as green colour, images of forests, bird songs. Common sense often allows the most obvious cases to be thwarted, but other messages are more ambiguous. The action of consumer associations and NGOs has contributed to discredit promotional campaigns based on misleading environmental claims. The Pinocchio Awards is granted annually by Les Amis de la Terre to the most misleading campaigns. We remember, for example, the case of the Renault brand whose "Eco 2" advertisement showed the navigator Ellen Mac Arthur and a car that miraculously made the grass grow back automatically as it passed. The backlash was scathing and consumers condemned the manufacturer's communication on numerous occasions. The French advertising regulatory authority has since issued a negative opinion on this matter.

Real vigilance systems are now being organised on social networks to denounce abuses, such as the #duvraidupasvert twitter campaign that uncovers misleading slogans in the fashion industry. In fact, this permanent and omnipresent citizen watch leaves less and less room for misinformation. But it doesn't stop there. Greenwashing is now echoed by greenbashing (in others words the denigration of ecology), a new practice aiming at discrediting everything that is "green". More concretely, it consists of promoting a product or service by making fun of ecology and its activists, who are then often caricatured. Greenbashing relies on clichés to build the brand or product against an allegedly dominant environmental totalitarianism. This type of communication promotes the "letting live" towards guilt-ridden ecology, the spearhead of political correctness, to assume an activity that is far from virtuous. A textbook case remains the Goodyear advertising campaign with the "goodchoice" that ridicules the “écolobobos”.

Pinocchio Awards denounces misleading communications

Founded in 2008 by the Friends of the Earth association and awarded from 2009 to 2015, the Pinocchio Awards made its return in 2019. It aims to denounce companies that practice greenwashing and ironically rewards three of the worst companies in terms of respecting their environmental commitments.

At each edition, several firms are named for the glaring discrepancy between their promotional message and the reality of their actions. The Pinocchio Awards illustrate climate, environmental and human rights abuses through concrete cases. The 2020 edition, which was dedicated to the agribusiness sector "rewarded" the Norwegian fertiliser firm Yara, followed by Lactalis and Bigard. This year's prize attracted nearly 12 700 online votes.

Pinocchio Awards denounces misleading communications

The Rise of Activist Brands

At the extreme opposite of the spectrum are the activist brands. Stimulated by public opinion and encouraged by employees, some companies are taking stand, realising that they have a crucial role to play against weakened political bodies and discredited mainstream media. And they are right! Patagonia and Ben & Jerry's are two brands that are known for their commitment and clear-cut positions. Activism and the willingness to take on an advocacy role are then written in the DNA of the company, going as far as protesting and being outraged publicly to defend a well-defined cause. This is precisely Patagonia's strategy, which has recently reformulated its purpose: "We're in business to save our home planet" and explains in the "activism" section of its website: "We aim to use the resources we have (our voice, our business and our community) to do something about the climate crisis."

For this purpose, the brand has created the Patagonia films, a key element of its environmental awareness program, led by a group of committed filmmakers. In a similar spirit, Ben & Jerry's also has an activism manager specifically dedicated to these issues. For these brands, commitment is at the heart of the business model and convictions are an integral part of their strategies. Authenticity is the cement of their approaches, advocacy is their modus operandi, and positive impact is their only unit of measurement. While such a requirement appeals to more and more consumers, brand social activism is a very demanding practice as the positive contribution must be absolutely tangible. Indeed, as Strick Walker, former Director of Global Marketing for Patagonia, summarises "consumers are smart and educated enough to detect brand communications that are not representative of real actions and values". Beware! From activism to washing, there is only one misstep that it is better not to take at the risk of being confronted with ruthless popular vindictiveness on social networks.

Campaigns are multiplying on social networks to raise consumer awareness of the inconsistencies in brand discourse.

Greenwashing techniques

Identifying greenwashing is not always easy, there are shades of green and subtleties in the fraudulent use of the green argument. Some companies proactively invest in environmentally friendly actions, while others focus on hollow or even misleading communication. The matrix on the previous page, inspired by the work of the American NGO BSR (Business for Social Responsibility), allows companies to visualise these variants to understand better where they stand and how they can progress towards the excellent optimum, top right "Effective environmental communication". Some basic but sensible advice have been added to help organisations avoid any form of greenwashing.

Horiuchi, R.,Schuchard, R.,Shea, L. & Townsend, S. (2009). Understanding and preventing greenwash : a business guide.

Matrix inspired by the work of the American NGO BSR.

Unclear Communication

^{This category includes companies that are making}^{substantial efforts in terms of environmental performance}^{but have inaccurate communication. They may be making}^{sweeping generalisations or over-promising, or misuse}^{unfamiliar scientific or ecological language. The product}^{may also be presented as totally green when only one of its}^{components is green. These organisations have real potential}^{to move into the "Effective Environmental Communication"}^{quadrant by focusing their messages accurately on positive}^{impacts while supporting these claims with key data.}

^{Tips: Be specific about the reach of your efforts, don't}^{generalise the benefits. Communication on the company's}^{commitments should be specific and present actions}^{whose effects are evaluated. Limit yourself to verified and}^{verifiable positive results. Focus on humility with a clear and}^{controlled message.}

Unsubstantiated communication

^{Lack of evidence is the most common form of marketing}^{drift followed closely by willful imprecision. This most often}^{involves an environmental claim that is not supported by}^{reliable information.Unclearness feeds greenwashing.}^{The use of unclear slogans or slogans such as 'X% recycled}^{waste', 'Y% reduction in CO}²^{emissions', which are not}^{verifiable, is a sign. These data are then used as a promise}^{but are not validated by any third-party organisation, nor}^{even based on reliable analyses. It is therefore impossible}^{for the consumer to verify the information. As an example,}^{remember that an "all-natural" cleaning product may}^{still contain harmful ingredients that are naturally}^{found in the environment, such as mercury or arsenic.}^{At first glance, words do not commit anything, but}^{misleading rhetoric can only backfire on an organisation.}^{Over time, these companies will move towards the "Pure}^{Greenwashing" quadrant.}

^{Tip: Avoid rhetorical and announcement effects. Above all,}^{focus on sincerity and authenticity. Remember that "do it"}^{must always precede "let it be known". Hollow slogans such}^{as "good for the planet" are to be avoided as they now inspire}^{mistrust. Specify on what your argument is based: on the}^{product, its manufacturing process, its packaging? Concrete}^{evidence is always more credible, and that is precisely what}^{informed consumers are looking for today. Be honest about}^{the strengths of your products. If these strengths can't be}^{verified, undertake a precise analysis. Products without any}^{impacts don't exist, and consumers are willing to accept}^{this, provided there are no miscalculated promises.}

Greenwashing Noise

^{Between ecological opportunism and real lying, the line is}^{subtle. This category relates to companies that voluntarily}^{use marketing to give themselves an environmental image}^{without the slightest foundation. This is a real attempt to}^{manipulate symbolic graphic or sound elements that evoke}^{nature or an ecological image in a more or less subliminal}^{way. False labels are part of it. A puppet "eco-label" can}^{make people believe that it is a real certification when it}^{is only a "home-made" initiative developed without any}^{method of attribution or independent control. Much work}^{remains to be done to move these companies into the upper}^{right quadrant.}

^{Tips: Evaluate the company's impacts throughout its value}^{chain, this will enable you to develop and implement an}^{environmental strategy. Determine concrete and available}^{evidence based on a complete reference framework,}^{precise vocabulary, clear information and an unambiguous}^{logo. Adhere to a recognised and appropriate official label}^{(which will always carry much more weight than a vague}^{self-declaration). Finally, certify that your environmental}^{approach is real, transversal to the company, budgeted and}^{integrated into the company's internal policy.}

Effective Environnemental Communication

^{Effective environnemental communication is the ultimate}^{goal. Companies in this category improve the environmental}^{performance of their products and align this policy to their}^{different functions or along the value chain. They are able}^{to transparently communicate their efforts (both progress}^{and challenges) to consumers and stakeholders alike.}^{This commitment requires an in-depth questioning of its}^{corporate culture.}

Unclear Communication

Unsubstantiated communication

Greenwashing Noise

Effective Environnemental Communication

In the end, greenwashing is a significant obstacle to the development of a sustainable economy. It muddies the waters and slows down efforts by making consumers sceptical about environmental initiatives. Moreover, the fight against greenwashing requires time and resources that could be much better used. In short, trust is a capital, which cannot be improvised but is built up over the long term. Transparency and sincerity will be the most solid foundations. The watchword is therefore simple and challenging at the same time: communicate your commitments! But through coherent actions aligned from the outset with the cause you are defending! The task is undoubtedly not an easy one and faced with a growing societal demand on companies, the crest line is always narrow or even slippery. It's not a question of riding the wave, but instead moving out of one's comfort zone to integrate strong and inspiring long-term dimensions into the brand strategy, expressed in tangible and verifiable actions. From then on, the road is all mapped out and you'll avoid the cold shower!

To be read also in the dossier "From Washing to Cold Shower" :

Communicating in a World of Mistrust

Eyes on Social Engagement of the Employer Brand