At Novsus, we are committed to the planet and the sustainability of our resources, which is why we pay so much attention to concepts such as greenwashing, since it can truncate a true green agenda that is effective in its goals.

Let’s start this article by clarifying the term; What do we mean when we talk about greenwashing?

What is greenwashing?

Greenwashing is a marketing strategy used by some companies to give the impression that they are environmentally responsible when, in fact, they are not.

The term comes from the combination of the words “green” (green) and “whitewashing” (face wash), indicating that it is a practice in which someone attempts to hide or disguise negative impacts on the environment or the lack of real commitment to sustainable practices.

How greenwashing works

Greenwashing carried out by companies may include the use of misleading labels, advertisements, or statements. It can also involve apparent, superficial or exaggerated environmental efforts or a lack of transparency in business practices related to sustainability and the environment.

5 examples of greenwashing

Among some examples of dishonest practices that fit within the name “greenwashing” would be the following:

– Useing labels or symbols that imply ecological practices, such as green leaves or trees, even if they only apply to a small part of your product or service.

– Statements and claims that may be vague or difficult to verify, giving the impression that the company is more sustainable than it is.

– Companies can highlight specific areas of their operation that are green while omitting other areas that harm the environment.

– Some companies may deny or minimize serious environmental problems, hiding information that could damage their sustainability image.

– Using confusing or unclearly defined terms and phrases allows companies to claim they are taking green action without providing specific details.

How and why greenwashing affects a brand’s reputation

Trying to lure environmentally concerned consumers with dishonest and misleading information can have serious consequences for a brand’s reputation, as it undermines consumer trust and can lead to backlash from consumers and the general public.

When a company makes false or exaggerated claims about its commitment to environmental sustainability, consumers feel misled and lose trust in the brand leading to the loss of loyal customers and doubt any future claims made by the company.

Greenwashing can damage a brand’s reputation by associating it with unethical or deceptive practices.

As more consumers become aware of greenwashing practices, public criticism and protest against the brand may arise, creating bad publicity and further damaging the company’s reputation.

In some cases, greenwashing can lead to legal and regulatory consequences. If a company makes misleading claims about a product’s sustainability and is proven false, it may face legal action and regulatory penalties.

For all these reasons, it is important that companies avoid greenwashing and genuinely commit to environmental sustainability to maintain their reputation and earn consumers’ trust.

Effects of greenwashing on the environment and consumers

Greenwashing creates a false impression in consumers that they are making environmentally responsible choices by choosing products or services from companies that claim to be “green.” However, this leads to further pollution and degradation of the environment, since the consumption of these products is not sustainable.

Greenwashing can discourage or hinder the adoption of truly sustainable solutions and products. Consumers can become skeptical and wary of environmental claims, making it difficult to identify products and services that are extremely beneficial for the environment.

If companies use greenwashing practices to avoid stricter environmental regulations, this can delay or prevent effective measures to address environmental problems.

The promotion of products and services as “green” or “eco-friendly” can lead to an increase in the demand for natural resources, which are used in production. This can lead to overexploitation of natural resources and further environmental degradation.

Greenwashing can erode consumer confidence in companies and the marketplace in general. This can hinder the adoption of truly sustainable practices and hinder the transition to a greener and more sustainable economy.

What can we do to prevent it?

To avoid greenwashing, dig deep into a company’s sustainable practices and look beyond marketing claims for signs of a genuine commitment to sustainability.

Novsus: for more sustainable cosmetics

Consumers must be aware of these fraudulent practices and know how to identify and support companies and organizations truly committed to environmental sustainability.

At Novsus we care about the sustainable development objectives set forth by the UN and, therefore, we offer concise and effective answers to reduce waste and the CO2 footprint, such as sustainable packaging with Oryzite, presenting consumers with alternatives to plastic that help the planet and represent a most practical and effective solution for cosmetic companies.