In an era where the consequences of climate change loom more significant, understanding the deceptive nature of greenwashing becomes not just a matter of corporate ethics, but a critical component in the fight against climate change itself. Soon companies will have to be more careful about what they base their eco-claims on, as EU regulators get more aggressive about preventing greenwashing.
The Climate Crisis: A Call to Action
The bleak reality is this: human-induced greenhouse gas emissions are altering our planet’s climate, unleashing a cascade of extreme weather events like intense storms, prolonged droughts, devastating floods, and raging wildfires. To prevent the most catastrophic effects, emissions must be slashed by nearly half by 2030 and brought down to net zero by 2050. Every fraction of a degree of warming is consequential. (UN 2024)
But what exactly is greenwashing, and why is it important to understand it? Greenwashing is the deceptive practice of marketing products or initiatives as environmentally friendly when they are anything but. It’s a ploy that calms consumers, investors, and public into a hazy sense of environmental responsibility. By obscuring the truth with slick marketing and false claims of sustainability, greenwashing not only erodes trust but also hampers the ambition and action necessary to combat the climate crisis.
Companies must be held responsible for their claims. Kohl’s and Walmart were fined combined 5.5million for claiming that their products were made of bamboo, when in reality they were other materials. (Office of public affairs 2022)
New laws banning greenwashing and misleading product information
Through education and awareness, we’ll enable ourselves to distinguish between authentic sustainability and mere greenwashing, ensuring that our actions align with our collective goal: safeguarding the health of our planet for generations to come.
The recently adopted European Parliament’s directive stands as a great measure to safeguard consumers from deceptive marketing. Crucially, the directive aims to overhaul product labelling practices, prohibiting the use of vague environmental assertions such as “environmentally friendly,” “natural,” “biodegradable,” “climate neutral,” or “eco” without substantiated evidence. (European Parliament 2024) For companies this means not only banned claims but the use of icons and illustrations that communicate ecology, such as green leaves, that might mislead consumers to think that the product is environmentally friendly.
The EU Ecolabel serves as a reliable guide for consumers, retailers, and businesses striving to make genuinely sustainable choices. Introduced in 1992, the EU Ecolabel logo has emerged as a hallmark of quality while adhering to the most strict environmental standards. Its presence signifies those products (both goods and services) bearing the iconic “EU flower” emblem that meet all necessary criteria to be part of the expanding EU Ecolabel Community. (European Commission 2024) When only sustainability labels from approved certification schemes are allowed it will be easier for consumers to make more sustainable choices.
Authors
Vilja Kirk BA third year student (design) at LAB University of Applied Sciences, Institute of Design and Fine Arts. She has been an intern in MUOKS project. Her line of studies is in service design. She also has experience in interior architecture and event management. She is interested in co- creating, future design mindset and culture.
Mervi Koistinen BA (Design), is RDI Specialist at LAB University of Applied Sciences, Institute of Design and Fine Arts working on visual communication design in RDI projects. She works in Regenerative growth through design: Organic waste fibres and side streams as a growth base for nature-based solutions (MUOKS) project (link to the project website) that aims aims to produce new innovations and solutions for green building by using design methods and by using of organic materials to replace plastic. MUOKS is co-funded by the European Union.
References
European Commission. 2024. EU Ecolabel. Guiding your sustainable choices. Press release. Citied 12 Apr 2024. Available at https://environment.ec.europa.eu/topics/circular-economy/eu-ecolabel_en
European Parliament. 2024. MEPs adopt new law banning greenwashing and misleading product information. Press Release. Cited 26 Mar 2024. Available at https://www.europarl.europa.eu/news/en/press-room/20240112IPR16772/meps-adopt-new-law-banning-greenwashing-and-misleading-product-information
Office of public affairs. 2022. Kohl’s and Walmart Agree to Pay $5.5 Million in Combined Penalties for Alleged Deceptive Violations of the Textile Act and Rules and FTC Act Around the Use of Bamboo. Press Release. Cited 12 April 2024. Available at https://www.justice.gov/opa/pr/kohl-s-and-walmart-agree-pay-55-million-combined-penalties-alleged-deceptive-violations
United Nation. 2024. Greenwashing – the deceptive tactics behind environmental claims. Website. Citied 12 Apr 2024. Available at https://www.un.org/en/climatechange/science/climate-issues/greenwashing
Links
Link 1. LAB University of Applied Sciences. 2024. Regenerative growth through design: Organic waste fibres and side streams as a growth base for nature-based solutions (MUOKS). Website. Citied 12 Apr 2024. Available at https://lab.fi/en/project/regenerative-growth-through-design-organic-waste-fibres-and-side-streams-growth-base-nature
