Greenwashing

Introduction

First of all, the document we're going to talk about is an article from the newspaper business new daily.                                                                                                                                                                                 The article criticizes the use of the environmental argument in corporate advertising to increase their profits.                                                                                                                                                                     For a few years now, ecology and the protection of the planet are 2 subjects of increasing interest to consumers.                                                                                                                                                                        In consequence, the brands have adapted to the demand of customers who, aware of sustainable development, have a real civic approach when they buy a product.

So we can ask ourselves if it is a citizen or opportunist approach.

First, we will see what greenwashing is and then the confusion between greenwashing and green marketing.

I) Greenwashing

The term "greenwashing" was coined in the 80s and it  can be defined as a marketing process that companies use to give themselves a responsible ecological image. This corresponds to the excessive and abusive practices of the use of green marketing often with misleading advertisements.

(The objective for them is to present themselves as a main actor in the energy transition.)

(we can see that three decades later, the practice has grown vastly more sophisticated)

As the text tells us, some companies do not hesitate to mislead consumers. The company gives the impression that its product is environmentally friendly when it is not.                                                                     This was the case with the gas and fuel company Total with its biofuel.                                                                Later we discovered that in order to produce this biofuel, it was necessary to import palm oil in large quantities, which is a real scourge for the environment.

Moreover, we can mention the fact that Walmart paid $1 million for the sale of plastic advertised as biodegradable when it was not.

For some people, in particular Philipe BEER, greenwashing is not intended to deceive. It would be the excessive and abusive use of green marketing

II) Greenwashing and Green marketing

In  the texte, green marketing is when companies sell products or services based on legitimate environmental positives. Green marketing is generally  practical, honest and transparent, and it means that a product or service meets several criteria.                                                                                        In concrete terms, the company can choose to produce recyclable products or to buy from fair trade suppliers.