Sustainability’s Blinding Shades of Green: What is GreenWashing, Wishing and Hushing

In a world where consumers are becoming ever more demanding (and rightfully so), brands are being asked to not only talk the talk but also walk the talk when it comes to environmental responsibility. However, navigating the path to true sustainability can sometimes feel like walking through a minefield of deceptive practices and lack of transparency. Today, let's unravel the tangled web of Greenwashing, Greenwishing and Greenhushing - the troublesome trio that stands between us and a genuinely sustainable future.

Greenwashing: The Mask of Sustainability

First up, the one we are all aware of….Greenwashing. Imagine this, you're at a company meeting, and the CEO rolls in on a skateboard, proudly announcing the company’s commitment to going green. Everyone’s impressed, until you peek into the parking lot later and see their gas-guzzling SUV parked between the VIP and the Disability spots. Their eco-friendly image? Just a flashy facade. That’s Greenwashing for you.

How it Shows Up:

• Vague Buzzwords: Words like "eco-friendly," "natural," and "sustainable" become as empty as a pi?ata after the party.
• Selective Disclosure: Blowing a minor eco-initiative out of proportion while ignoring the not-so-green elephant in the room.
• Misleading Symbology: Highlighting recyclable materials while sweeping unsustainable production methods under the rug.
• Outright Lies: Bold claims like "Zero Emissions" without any credible backing.

Remember the Volkswagen "clean diesel" scandal of 2015? They marketed their diesel cars as eco-friendly, but it turned out they had installed software to cheat emissions tests. Oops! Not only did this tank their reputation, but it also made us question the entire automotive industry's commitment to sustainability. Volkswagen's deception was elaborate, involving sophisticated software designed to detect when the car was being tested and reduce emissions accordingly. On the road, these cars emitted up to 40 times the legal limit of nitrogen oxides, pollutants linked to respiratory diseases.

Or how about BP, who coined "carbon footprint" to shift the blame onto individuals while only investing a tiny fraction of their budget in renewables? Talk about deflection! Despite urging consumers to adopt a "low-carbon diet," BP’s minimal investments in renewable energy—less than 2.3% of its annual budget—highlight their focus on traditional fossil fuels. Since 1988, BP and 99 other companies have been responsible for 71% of global greenhouse gas emissions. They essentially used clever marketing to make individuals feel responsible for the climate crisis while continuing their large-scale polluting activities.

And let's not forget Glad’s recent bin liner fiasco. Their packaging prominently states "50% OCEAN PLASTIC," implying a direct effort to clean up the ocean. However, the fine print reveals that the plastic is "ocean-bound," meaning it’s collected within 50 kilometres of shorelines, not necessarily from the ocean itself. Consumers felt misled, believing their purchases were more environmentally beneficial than they actually were.

Greenwishing: Noble Intentions, No Game Plan

Next, we have Greenwishing. Picture this: you declare you’re going to run a half marathon for charity but forget to, you know, actually train for it. Good intentions coupled with wishful thinking. Companies (and Governments) do this too, setting ambitious sustainability goals without a concrete plan to achieve them.

Common Pitfalls:

• Fear Of Missing Out: Jumping on the bandwagon of setting bold net-zero pledges for 2040 but having no clear milestones along the way.
• Resource Constraints: Lacking the financial or technological means to implement sustainable initiatives.
• Internal Misalignment: When sustainability goals clash with profit margins, it's the planet that loses out.

Take Amazon, for instance. They've promised to hit net-zero carbon by 2040 and use 100% renewable energy by 2025. Admirable? Absolutely. But critics argue there’s no clear roadmap, and their carbon footprint is still growing. In 2020, Amazon's carbon footprint increased by 19% despite their Climate Pledge. Their overall operations continue to expand, adding more emissions despite their renewable energy investments. This raises questions about the feasibility and reality of their sustainability claims.

Nestlé is another example. They have committed to achieving net-zero greenhouse gas emissions by 2050. Admirable? Absolutely. However, critics argue that the company’s plan lacks specific, actionable steps and relies heavily on future innovations that are not yet in place. Despite their pledge, Nestlé remains one of the largest contributors to plastic pollution and deforestation, both of which significantly impact their carbon footprint. The ambitious goals are there, but the current practices and reliance on yet-to-be-realised technologies raise questions about the practicality and genuineness of their environmental commitments, making it a clear case of greenwishing.

Greenhushing: The Silent Saboteur

Lastly, let’s talk about Greenhushing. This is when companies downplay or avoid publicising their environmental efforts out of fear of scrutiny, lack of confidence, or because they think we’re all suffering from “green fatigue.” Spoiler: we’re not!

Why They Do It:

• Fear of Scrutiny: Worried their green efforts aren't perfect? Join the club!
• Lack of Confidence: Not sure how to toot your own horn? Practice makes perfect.
• Perceived “Green Fatigue”: Thinking consumers are tired of hearing about sustainability. Newsflash: we’re more engaged than ever!

Look at BlackRock. They once loudly committed to reaching net-zero emissions by 2050 but have recently toned down their rhetoric. In 2021, BlackRock CEO Larry Fink emphasised the firm's commitment to climate action. However, recent reports suggest that BlackRock has removed several references to these commitments from its website. This move appears to be a strategy to avoid scrutiny from both liberal activists, who might accuse them of greenwashing, and conservative critics, who oppose climate-friendly business practices. It’s like baking a delicious cake and then hiding it in the pantry.

Some consumer goods companies are doing great work behind the scenes but aren’t sharing it publicly. Brands in the food and beverage industry, for example, have reduced their public sustainability pledges despite actively working towards their environmental goals. They cite heightened scrutiny from investors and regulators as reasons for their silence. This leads to a lack of transparency, making it difficult for consumers to distinguish genuine efforts from mere posturing.

Navigating the Shades of Green

So, how do we find authenticity amidst all these shades of green?

• Transparency as a Core Value: Be honest about your journey. Share your wins and your challenges.
• Data-Driven Communication: Use real numbers and independent audits to back up your claims.
• Collaboration: Partner with experts like Shrunk, join industry initiatives and learn from others.
• Engage Consumers: Invite feedback and make sustainability a conversation, not a lecture.
• Progress Over Perfection: Remember, sustainability is a marathon, not a sprint. Celebrate the steps along the way.

Let's Get Real: No More Shades of Green

By fostering transparency and embracing imperfect-but-genuine progress, companies can build meaningful relationships with consumers and earn their stripes as true environmental allies. It’s time to ditch the shades of false green and embrace a future where sustainability claims are backed by real action and well thought out strategy.

We’ve all seen it: companies touting their green credentials while hiding less-than-eco-friendly practices behind closed doors. It’s time to stop pretending and start acting. Being upfront about your sustainability journey, sharing both your successes and setbacks, builds trust. Using solid data and independent verification to back your claims adds credibility. Partnering with industry experts and joining sustainable initiatives enhances your efforts. Making sustainability a two-way conversation by involving your customers and listening to their feedback creates a community of shared responsibility. And understanding that sustainability is an ongoing process allows you to celebrate each milestone while continually striving for improvement.

Whether you’re leading a multinational corporation, running a small business, or making daily choices as a consumer, every step counts. Let’s move beyond superficial green gestures and embrace real, measurable change.

So, to all the business leaders, eco-conscious consumers, and everyone in between: let’s ditch the shades of false green and build a truly sustainable future together. The planet is counting on us to turn our words into actions. Let’s not disappoint.

-Scotty