The following is an excerpt from Green:
Share via Email Demonstrators protest against Nestle water bottling operations in California. According to news reports, Nestle, which operates five bottling plants in California, uses m gallons of water annually. Reports also said that its state water permit expired 27 years ago. Titled People Do, the campaign showed Chevron employees protecting bears, butterflies, sea turtles and all manner of cute and cuddly animals.
The commercials were very effective — inthey won an Effie advertising awardand subsequently became a case study at Harvard Business school.
They also became notorious among environmentalists, who have proclaimed them the gold standard of greenwashing — the corporate practice of making diverting sustainability claims to cover a questionable environmental record.
The combination of limited public access to information and seemingly unlimited advertising enabled companies to present themselves as caring environmental stewards, even as they were engaging in environmentally unsustainable practices.
But greenwashing dates back even earlier. Some of these claims were true: An undergraduate student on a research trip to Samoa, he stopped off in Fiji to surf. At the sprawling Beachcomber Resorthe saw a note asking customers to pick up their towels.
As critics later pointed outmany of the environmental programs that Chevron promoted in its campaign were mandated by law.
But Chevron was far from the only company digging deep into the greenwashing cesspool. However, as environmental nonprofit Friends of the Earth pointed out in its report Hold the Applause, the company was the single largest corporate polluter in the US.Green-wash (green’wash’, -wôsh’) – verb: the act of misleading consumers regarding the environmental practices of a company or the environmental benefits of a product or service.
Green-wash (green’wash’, -wôsh’) – verb: the act of misleading consumers regarding the environmental practices of a company or the environmental benefits of a .
Greenwashing could result in consumer and regulator complacency.
If one corporation in a particular company gets away with greenwashing, other corporations will follow suit, thereby creating an industry-wide illusion of environmental sustainability, rather than sustainability itself. Greenwash: Growing (Almost) Unchecked.
Greenwashing is not a recent phenomenon; since the mids the term has gained broad recognition and acceptance to describe the practice of making unwarranted or overblown claims of sustainability or environmental . If your company prides itself on being green, make sure to avoid the pitfalls of greenwashing.
And less-than-honest properties and tour operators embellish their Earth-friendly achievements, an act of falsehood called greenwashing. — andrea sachs, barnweddingvt.com, "Green means go: How to plan an .