Green on the Surface: The Challenge of Genuine Sustainability in a World of Greenwashing

As society marches towards a greener future, many businesses feel the pressure and responsibility to steer their efforts towards sustainable practices. In many cases, this arises from a genuine concern for the future of our planet. However, in some cases, the shift arises purely from a desire to capitalise on the green trend. The latter is known as ‘greenwashing’, a misleading marketing tactic whereby businesses exaggerate or falsely claim their environmentally-friendly initiatives. While promoting sustainability is a commendable endeavour, deceptive practices have far reaching implications.

What drives a company to greenwash? At its core, the motives are centred around profit and reputation. The allure of a green reputation is accentuated by the notion that it portrays the company as socially responsible. Research has shown that 75% of millennials are ready to pay a premium for sustainable products. By jumping on the eco-friendly bandwagon, sometimes without genuine backing, businesses hope to attract this significant market share.

This deceptive strategy manifests in several ways. Some businesses might introduce a few ‘green’ products, while others obscure a darker reality behind their practices. An infamous example of greenwashing occurred in 1991, when multinational chemical company DuPont broadcast an ad showcasing their sustainability efforts, only to secure the number one spot on the corporate polluter list in the US that same year. Regrettably, such practices continue to emerge in 2023, often more covertly.

The Implications of Greenwashing

Beyond the obvious moral dilemmas associated with greenwashing, the practice has a wide range of consequences. Studies suggest that a mere 20% of consumers trust the sustainability claims of businesses. This scepticism largely stems from the impact of greenwashing. Misleading consumers damages trust and brand credibility, creating a ripple effect in the market. This dishonesty seeds doubt, making even genuinely sustainable brands appear suspicious.

More than just influencing perceptions, greenwashing diverts consumer support. Instead of investing in truly sustainable enterprises, consumers, misled by deceptive marketing, inadvertently support non-sustainable practices. This misdirection of consumer intention not only impedes authentically green initiatives, but can also exacerbate environmental issues by funnelling support to businesses that are part of the problem.

Print and Paper: Breaking the Greenwashing Myth

Unfortunately, the print and paper industry has been the victim of misleading greenwashing campaigns. Misinformation has painted paper and an environmentally harmful product and encouraged a digital shift under the guise of sustainability, often overlooking the environmental cost of digital communication.

Contrary to greenwashed narratives, the print industry is rooted in sustainability. Australia’s paper, for example, is produced in sustainable, managed forests that currently cover 2 million hectares of land. Not only do these forests provide a completely renewable source for virgin paper fibres, they play a critical role in removing harmful CO2 from the atmosphere. On top of this, paper is the most recyclable material on the planet, with the ability to be recycled up to 7 times.

It’s heartening to note that some non-profit organisations have spearheaded efforts to counter these false and misleading corporate claims against paper. Two Sides Anti-Greenwashing campaign successfully confronted over 800 organisations, calling out baseless accusations about the unsustainability of print.

Navigating the Green Landscape

In the dense realm of sustainability, navigating the landscape requires both vigilance and proactivity from consumers and businesses.

For businesses, transparency is the first step towards genuine sustainability. By offering full disclosure, backing claims with solid data, and collaborating with third-party certifications, businesses validate their claims and empower their customers to make informed decisions.

For consumers, vigilance is key. Be on the lookout for certifications - companies genuinely committed to sustainability will prominently display their accreditations on platforms like their website or other communication channels. Engage directly with brands, looking for objectivity, accountability, and transparency in their assertions. Remember, genuine brands will always be open about their journey, challenges, and their continuous commitment to the environment.

Our Commitment

At Kwik Kopy, we’re dedicated to leading by example. We’ve undertaken initiatives to delve deep into our operational practices to identify areas for improvement. Our collaboration with the PVCA’s Sustainable Green Print initiative is testament to our commitment. It’s heartening to see that over 90% of our centres have voluntarily chosen to embrace this journey and have secured an accreditation of level 1 or higher. By continuously evaluating our practices, setting actionable goals, and being transparent about our challenges, we strive to lead in genuine sustainability. To find your nearest sustainable printer, click here.