Those who have been interested in environmental affairs for some time would have undoubtedly come across some form of Greenwashing during their travels. Those new to the game may not be completely aware of what green washing is or the potential implications succumbing to Greenwashing can bring. So what is it? How easy it is to spot? What can you do if I spot it?

What is Greenwashing? 

Greenwashing is a 'clever' marketing tool used by advertisers across all sorts of industries. It utilities the awareness that the world is slowly turning it's focus on buying environmentally safe products and services and as such will market their products using 'green tinged' slogans, claims, ingredients or even colours. The ACCC's 'Green Marketing And Trade Practices Act' begins by stating " Businesses have an obligation not to engage in a conduct that is likely to mislead or deceive customers." This act will be discussed later, but it gives a pretty basic base that Greenwashing contradicts. It misleads the consumer's belief about the products environmental attributes. It tricks them into believing they are doing the right thing toward the environment by purchasing that product. 

For example, an aerosol manufacturer may put an eye catching logo on their can saying "Now CFC Free". An unsuspecting consumer, while looking at the sizable array of aerosol cans at the supermarket, notices this claim and immediately remembers the late 1980's buzz around how the use of CFC's was creating a hole in 'that ozone layer thingy'. They then purchase that product thinking that they are doing their bit for the environment by not introducing more CFC's. In reality, the use of CFC's have been banned in all forms since the end of 1996, with aerosol cans being one of the first to feel the phase out in 1989. So, while the can's claims that it is actually CFC free are completely true, it misleads the consumer's 'green conscience' by making the consumer believe this particular aerosol can is better because it will not harm the ozone when this product is used. In reality, the use of that product over another product would have no environmental benefits at all. 

How is Greenwashing Used?

The Greenwashing boundaries are only set by the imaginations and creativity of marketing teams or somewhat innocently by those unaware of the strict requirements ensuring a claim is fact (for example, claiming something as organic but not having certification). Through all aToMik Green's research into the topic, it was discovered that Greenwashing appears to come in three different manifestations.

1) Terminology. The use of blatantly broad words and terms like 'Environmentally Safe' 'Renewable' or 'Efficient'. In early 2008, in an effort to curb the possibility of businesses intentionally or unintentionally using Greenwashing terminology, the Australian Competition and Consumer Commission (ACCC) released 'The Green Marketing And Trade Practices Act'. The act was designed primarily for business as a guide to ensure they don't mistakenly used words and phrases that could be deemed as Greenwashing. The Act is actually quite an interesting read as it covers all the usual and most used terminology, explains why it could be considered Greenwash and gives an example of it used. aToMik Green strongly recommends businesses read it to ensure compliance. 

The Act also discusses the Environmental Efficiency Schemes and the Water Efficient Labelling Scheme (W.E.L.S program). More about this scheme can be found here. (Linked soon)

2) Colour. Yes, even the use of colour (usually Green) can mislead or deceive consumers into believing a products is environmentally credible. Whilst certainly the least 'used' tactic and certainly the most difficult to prove that an act of Greenwashing has occurred, the use of colour has attracted the attention of the media and consumers around the world as an method, if not a hazy one (mind the pun) of Greenwashing. An interesting article by the BBC news discussing the use of colour in reference to Greenwashing offers an interesting observation. "The fascinating thing is how many ads actually recycle the same narrow range of the colour green, in an attempt to raise their eco-profile." Co-incidence, or something a little more sinister? 

3) By Act or Lack Of.

This manifestation is superbly captured in... (drum roll) 

The Six Sins of Greenwashing.

American environmental marketing company TerraChoice provide a fantastic wealth of information and studies into Greenwashing. In December 1999, after conducting their own studies and research, TerraChoice released what has effectively become the most recognised 'thesis' on pinpointing the signs and sources of Greenwashing. The study was called "The Six Sins of Greenwashing," which focused on American "category-leading big box stores" to record and analyse various environmental claims found on a range of products. The site claims "Of the 1,018 products examined, all but one made claims that are demonstrably false or that risk misleading intended audiences." As a result of their studies, TerraChoice coined  "The Six Sins Of Greenwashing" They are as follows:

"Sin of the Hidden Trade-Off." Occurs when a product claims to be environmentally beneficial (for eg energy efficient) however contains un-environmental or hazardous materials or ingredients. How can you spot it? This sin requires the consumer to either have previous knowledge on the materials or ingredients that make up the product and whether or not they are considered to be unhealthy or un-environmental. Other the consumer must be prepared to undertake some research in to whether the ingredients or environmentally sound etc. Unfortunately, when faced with the decision to trust the product or wait and do the research, trusting the product usually wins.

"Sin of No Proof." An relatively easy one, if it claims it is compliant with a particular industry standard or group (for eg Certified Organic), it must show proof of certification. How can you spot it?  While awareness of this sin itself allows the consumer to easily become suspicious about a product credentials or claims, the sin does require the consumer to actively seek out if the product's claims are legitimate or not.

"Sin of Vagueness." Shampoos (or Scampoos as they have occasionally being called) are possibly the most known for this sin. Simply it occurs when "products claiming to be 100% natural when [using] many naturally-occurring substances [that] are hazardous, like arsenic and formaldehyde." How can you spot it? Like the Sin Of The Hidden Trade Off, it requires the consumer to either have a knowledge of what the ingredient listed on the products actually are, or requires the consumer to be prepared to do some research. 

"Sin of Irrelevance." The aerosol can example used earlier is an example of this sin. CFC's in aerosol cans were phased out in 1989, so claiming that the product is CFC free does not provide the consumer with any additional information about the product. It's like products claiming to be CFC-free, even though CFCs were banned 20 years ago. How can you spot it? Whilst similar in the requirements as the Sins of Vagueness and The Hidden Trade Off, this sin can be a little easier to pick up as the product itself will usually direct the consumer to the ingredient, component or material that is worthy of suspicion (or eg if CFC's are still being used). 

"Sin of Fibbing." Simply, the product lies about it's environmental credentials, recognition or benefits. Is very closely related to the Sin of No Proof. How can you spot it? More often or not, the fib should be quite easy to spot, or at least arouse some suspicion. If a tuna based product claims that no animals were harmed in the production of the product, you can be pretty sure it's a fib. If your gut feeling tells you it's a fib, it probably is. 

"Sin of Lesser of Two Evils" Occurs when a product tries to pass off what would normally be seen as un-environmental as now containing, being made from or containing environmental benefits (for eg environmentally friendly weed killer). How can you spot it? The TerraChoice explanation outlines this perfectly. It says "Consumers concerned about the pollution associated with cigarettes would be better served by quitting smoking than by buying organic cigarettes. Similarly, consumers concerned about the human health and environmental risks of excessive use of lawn chemicals might create a bigger environmental benefit by reducing their use than by looking for greener alternatives."

So what can you do if you find a case of Greenwashing?

Short of small websites like US based Greenwashing.net or TerraChoice providing a voice, albeit preaching to the preached, there are not many options open to someone who feels they have come across an example of Greenwashing. In reality, how one wants to report a case of Greenwashing is probably determined by their desire to help or punish those who have committed the Greenwash. It is prudent that you are certain that the alleged Greenwashing cannot be supported by evidence and certification. Contact the company and make the inquiries. If they can't back it up or you are not satisfied with their response, look at other options.

The ACCC's Green Marketing And Trade Practices Act, while somewhat disappointingly not offering any solution of who to inform or even how, if or when to notify the ACCC itself, does lovingly point out the penalties a companies and individuals can face if in breach of the act. It states:

"The ACCC, consumers and competitors can all take legal action if an environmental claim potentially breaches the Act. The business or person making the environmental claim in contravention of the Act can be sued for damages.

The ACCC’s enforcement powers and remedies are extensive and include monetary penalties if up to $1.1 million for companies and up to $220 000 for individuals, as well as injunctions, adverse publicity orders, corrective advertising orders, community service orders and ancillary orders of various kinds.

These orders are wide ranging, and will generally vary depending on the circumstances and conduct in question."

Hey, there's always A Current Affair also. If you are aware of any websites exposing Greenwashing or any more formal avenues, please contact us and we will add it to this section.

What has aToMik Green done to ensure that there is no Greenwash on this website (apart from this topic)? 

When we are looking for products, we insist that manufacturers provide us with necessary evidence and certification before the product is launched on the website. There have been some heated debates around the office as good quality and successfully tested products have been thrown onto the back burner simply because we feared that it would not stand up to the stringent suspicions that has grown as a result of Greenwashing's growth.

'Ecowash balls' are a prime example of this. 'Ecowash balls' are a laundry detergent replacement product. Simply they are hollow balls about the size of tennis balls, made of rubber or plastic and filled with little pebble sized rocks that react when wet and 'environmentally' clean your clothes. This is one of the first products aToMik Green liked and tested. However as you may have noticed, we don't sell them. Yet, everyone at aToMik Green would now have a test 'wash ball' in their laundry from one of the many suppliers out there. In addition, almost every sample we have received has worked to expectation. However when it came to the crunch on settling for one sample over another, no matter how much we liked the product, we could not justify the 'environmentally friendly' claim that came with it. Most manufacturers were hesitant or refused to reveal their ingredients or guarantee that there is no chemical X or ingredient Y. Others claimed the empty used balls could be recycled, but when asked what the ball was made from simply said 'Elastomer's'. Sorry, but that just doesn't cut the mustard.

As a result, although we believed in the concept and were more than happy with testing results, Ecowash balls are still not in our shop. If we can't justify the claim, we don't stock it. Simple as that.  

This raises a fear that we have around the office. We do not have control over what evidence suppliers and manufactures provide us with when we probe them for documentation. Short of stringently analysing each Certified Organic certificate to see if it has been created in Word Art, we simply have to trust that we are not being Greenwashed by our suppliers, in much the same way that consumers have to trust they are not being Greenwashed at the supermarket. While frustratingly we simply cannot guarantee that there is no Greenwashed element in (very, very few) of our products, you do have our guarantee that we have prodded, poked, snooped and suspected every single product we advertise, every certification and document we receive from our suppliers, and carefully chosen every word we use in our product descriptions so as, as far as we are aware, there is not one product that could be considered Greenwash.

How many other shops offer that??

If you feel there is a case of Greenwashing on this website, we urge you to contact us. While we can't remove Greenwashing from the world, at least we can clear it out of our own backyard. 

Further Research

As usual, simply typing Greenwashing into Google will provide you with more than enough information about the word of Greenwashing. A Wikipedia search will provide a condensed, American version of it all also. However, a fanatic site explaining how Greenwashing is used within certain industries (like the auto industry) and more information about Greenwashing itself  can be found at howstuffworks.com. Easy to read and quite thorough.

So think you're an expert at Greenwashing now?

Take a look at this example taken from a catalogue from a national office supplies company. Have a close look and see if you can spot the greenwashing. For the answer click, hold and highlight the space below.

  This example is blatant Greenwashing on two levels. 1) They have used the term '100% Recyclable' as a point of differentiation between this and similar products to convince the consumer into believing that this product, unlike other similar products, can be recycled. In reality, all cardboard storage boxes can be recycled as they are made from cardboard. 2) They have used a method where one could quite easily read 100% recyclable', potentially misleading the consumer to believe that they are buying a product made from 100% recycled paper or cardboard. The box is even 'Recycled cardboard Brown' to enhance that conception. In reality, this box is not made from any recycled materials. 

They did the same for their Post It Note Pads Also. 

Another thing you made find interesting is the comment "Australia's most popular archive box" while, less than 5cm away it clearly states above the price "Intro Price." Would have been queues longer than for the iPhone launch for this most popular yet just released product.