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‘The What, Why, Where and How of Greenwashing

‘The What, Why, Where and How of Greenwashing. Presented by Daragh Anglim RealEyes Sustainability ltd. What is ‘Greenwashing?.

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‘The What, Why, Where and How of Greenwashing

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  1. ‘The What, Why, Where and How of Greenwashing Presented by Daragh Anglim RealEyes Sustainability ltd

  2. What is ‘Greenwashing? • The deceptive use of green PR or green marketing in order to promote a misleading perception that a company’s policies or products are environmentally friendly (wikipedia) • Marketing strategies used by companies and advertisers to influence consumers into thinking the product and/or company is environmentally friendly

  3. …But what is Green? • How do we define…Green…Environmentally Friendly… Sustainable…

  4. Retailers and Brands • Increasingly retailers, brands and products are going ‘Green’ • Why? • What’s driving it?

  5. Spend on Green products

  6. Greenwashing results 2010 http://sinsofgreenwashing.org/findings/greenwashing-report-2010/

  7. Reality v Perception

  8. Reality v Perception

  9. Greenest Brands

  10. Consumer demand • Why are we demanding it? • What’s driving the market? • Guilt? Knowledge? Awareness? Fashion? Trends? Powerlessness? Make a difference • What are we looking for?

  11. The role of Eco Labels • Information on products environmental impact • Allow us to make an educated decision • Only source of info at point of purchase • A tool to help us decide

  12. How to choose? • How do we make our choice? • What is our criteria? • Social, Environmental, Ethical, psychological? • What’s important? What are we looking for? • How do we evaluate what’s on the shelf?

  13. Giving us what we want? • What do we want? • What are we Really looking for?

  14. Certification to evaluate purchase?

  15. Green Terms?

  16. Choices, Choices

  17. What do they all mean?

  18. How to Identify Greenwashing http://www.futerra.co.uk/downloads/Greenwash_Guide.pdf

  19. The sins of Greenwashing

  20. Group exercise • Where’s the Greenwash in this ad? • Spot the Sin(s)

  21. Just not credible? Fluffy Language Irrelevant claims Green Product v Green co?

  22. Suggestive Pictures Gobbledygook Best in class Green products v dirty co Fluffy Language

  23. Greenwashing results 2010 http://sinsofgreenwashing.org/findings/greenwashing-report-2010/

  24. Greenwashing results 2010 http://sinsofgreenwashing.org/findings/greenwashing-report-2010/

  25. Why do brands sin? Forgive them for they know not what they do…? • Naivety • Sloppiness • Opportunity/ Demand • Mistake • Lying

  26. DEFRA Guidance for Marketing http://www.defra.gov.uk/environment/economy/documents/green-claims-guidance.PDF

  27. How should we react? • Punish and condemn? • Scold but encourage? • Celebrate the small wins? • ‘Could do better’

  28. Communicating with brands • How do we engage with brands to stop Greenwashing? • Channels - regulator, social media, directly… • Criticism or constructive criticism • Suggestions?

  29. The power is in our hands … and the responsibility?

  30. Thank you Daragh Anglim Daragh@realeyes.ie www.realeyes.ie

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