5 Tips To Avoid Greenwashing

With the nation seeming to enter a new green era, green “this” and green “that” is everywhere. There are many well-intentioned businesses that want to sell and offer legitimate products and services. Others try to use what they’re doing to show that their products and services are green and therefore should be preferred over others. However, there are some businesses that tend to go too far in advertising their green efforts. In such cases, it is said that such businesses are greenwashing the public.

Greenwashing is the unjustified protrayal of green virtue by a company, an industry, a government, a politician, or even a non-governmental organization to create a pro-environmental image, sell a product or a policy, or rehabilitate their standing with the public and decision makers after being embroiled in some controversy. The problem with greenwashing is that eventually the public finds out about it, making matters worse.

To help you avoid greenwashing, here are 5 tips that you should keep in mind when conducting any activities related to your business:

1. Avoid Giving To Inconsistent Causes. Many businesses tend to help fund politicians, organizations, and projects that may be aligned with what they do. To ensure transparency, make sure your business isn’t funding anything that’s not aligned with the green principles you are committing to.

2. Provide Transparency. If you are going to claim that you are green or something you offer is green, make sure you show why. The public will want access to any information that supports your claim, so make sure that you are explaining your claims in detail to avoid any public attacks.

3. Report Your Efforts Periodically. Many companies are now releasing Corporate Social Responsibility (CSR) reports periodically. These reports highlight efforts to go green in a transparent way and provide a vision for how the business will continue to green its operations, products, and services.

4. Respond to Critics With Moderation. Some companies go too far in trying to silence their critics. This only shows the public that the business may be hiding information. You want to make sure you treat every critic with moderation by providing honest and substantial information that addresses their concerns. If there is something wrong that they mention, moderately acknowledge it and explain how you plan to address it (and then make sure you do).

5. Be Consistent. Make sure your words are matched with appropriate action. If you say you will do something, make sure the business devotes enough resources to ensure it happens in the way it was explained. One mistake many businesses make is to exaggerate something to be done and then realize the impact is much smaller than what was claimed. Make sure your actions match your words to satisfy the public.

If you need help in designing a plan to remain free from greenwashing attacks, consult your local Eco-Consultant. You can get going with greening your operations by getting a Green Office Makeover. Sign up today and start going green!