Definition: a form of spin in which green PR or green marketing is used to describe the act of misleading consumers regarding the environmental practices of a company or the environmental benefits of a product or service; a compound word modeled from “green” and “brainwashing”
According to CMO.com, the rise of green and sustainable business practices has sent a tsunami through the enterprise. While many organizations have made an earnest attempt to become greener, it’s also no bulletin that many others have attempted to use marketing to disguise feeble efforts and mislead consumers about what they’re actually doing.
However, it’s becoming tougher to hoodwink the public. A number of organizations, including TerraChoice Group, GreenPeace, Greenwashing Index, and CorpWatch, have begun calling out companies for perceived exaggerations or outright fabrications—and the press increasingly picks up on these stories. As consumers become savvier and the downside for greenwashing becomes more apparent, more and more CMOs are discovering that it’s better to approach environmental issues honestly and make genuine efforts to improve rather than to try to fool the public.
What examples of greenwashing have you seen in the media lately?