By Susie Howells

Greenwash is what organisations or individuals do, sometimes with the best intentions, to persuade their audience that their actions are environmentally more acceptable. You can find greenwash anywhere: on websites, in brochures, annual reports, tender documents, articles, press releases, in meetings and presentations.

It can be difficult to spot. Ambiguous messages, vague or unsubstantiated statements such as ‘environmentally friendly’ or ‘eco-friendly‘ are meaningless as it’s difficult to prove a direct environmental benefit. Green credentials may be over-stated or implied, with no mention of things that go wrong. You might see comprehensive information about an insignificant issue, with no information about something of genuine concern (such as the impact on local people from an industrial process).

Unrealistic claims and timescales, such as a percentage reduction in emissions by a certain date might look good, but have no hope being achieved without a plan in place. And it’s not enough to highlight normal business practice or compliance with environmental legislation as an achievement.

To avoid the pitfalls of greenwash, it’s best to adopt a long-term, systematic approach to reducing environmental impacts. Track progress in the same way as any other business measure, and make sure there is evidence to back up green claims. Use recognised standards. Don’t over-state achievements. Be clear, be accurate and keep it simple.

Actions speak louder than words. The emphasis is on behaviour and results, and while it’s important to raise awareness, the focus must remain on actual improvements rather than lip-service. Leadership is crucial. This needs genuine direction from the top. Keep it on the agenda at board meetings and let people with an interest know about progress.

A wide range of free guidance and support is available, and there are recognised schemes and quality standards such as ISO14001 and BS8555. Access to funding may be available to help implement environmental improvements.

A reliable place to start is Business Link http://www.businesslink.gov.uk – look for ‘environment and efficiency’.  

Other useful sites include:

http://www.envirowise.gov.uk,  a government-funded programme to help incorporate the sustainable use of resources into UK business practice;

and

http://www.netregs.gov.uk which provides free environmental guidance for small and medium-sized businesses in the UK.  

For government guidance on green claims look at http://www.defra.gov.uk/environment/business/marketing/glc/claims.htm.

With increasing demand for transparency and the impact of an economic downturn, the timing couldn’t be better for businesses to adopt the principles of corporate social responsibility (CSR). The idea is well-established, providing a balanced framework to enable responsible growth, taking into account the social, environmental and economic impacts of activities. A genuine approach will help to build positive relationships with customers and other stakeholders, reduce impacts and costs and increase competitiveness. It could just make the difference in winning new business.

September 2009

This article appeared in The Argus business section 15th September 2009 (Brighton and Hove).

Further reading:  The Greenwash Guide

Specialist sustainability communication agency, Futerra, has published a great guide on how to spot, prevent and avoid greenwash for consumers, companies and agencies.