Greenwashing Truths
Greenwashing is a marketing term used to describe the steps a company takes to update its branding and reputation in a way that appeals to the eco-friendly, green minded consumer. This is a valuable demographic to target, since data collected shows these people are willing to pay more for products they believe are “green,” and even go out of their way to demonstrate loyalty to green companies. Greenwashing, then, translates to big dollars in today’s environmentally conscious society. But what is the truth behind these claims?
Let’s examine an infographic that shows us the many ways in which businesses greenwash their products and company reputations. One of the most startling revelations in the graphic below is the comparison between the number of products that are labeled and sold as green, and the number that actually fit that description. There is a lot of deception taking place in marketing right now as companies compete to capitalize on a valuable consumer group that typically spends the money other consumers won’t spend. Shouldn’t they get what they think they are getting? We think so.
