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As their customers become increasingly eco-conscious, companies in all consumer-facing sectors have faced heightened pressure to present themselves as environmentally responsible. On the bright side, a rising tide inevitably lifts all ships, gradually edging the needle ever closer to a truly circular economy<\/a>.\u00a0<\/p>\n But there\u2019s a darker side to this saga. As companies scramble to elevate and promote their eco-friendly profiles in today\u2019s attention economy, an instantly infamous word has entered the lexicon: Greenwashing, describing the all-too-common practice of businesses exaggerating or falsely claiming eco-friendly attributes to capitalize on the growing demand for sustainable products and practices.\u00a0<\/p>\n Unfortunately, greenwashing is particularly prevalent in the packaging industry, with truth-averse claims causing negative publicity and diminished consumer trust. In packaging, greenwashing can hide behind any number or ill-defined terms proudly displayed on product labels. From \u201ceco-friendly\u201d and \u201csustainable\u201d to \u201crecyclable\u201d and \u201cbiodegradable,\u201d such terms are simultaneously heartwarming and hazy: they communicate that a company cares about its environmental footprint without communicating precisely how much, or by what means. <\/p>\n Absent clear definitions or measurable metrics, well-intending companies can find that their sustainability claims first lose luster, then all credibility. We\u2019re all familiar with the Greenhouse Effect. Welcome to the Greenwashing Effect, where countless unsubstantiated sustainability claims are making eco-friendly packaging designations seem about as believable as the boy who cried wolf.\u00a0<\/p>\n Let\u2019s examine a few prominent ways in which greenwashing<\/a> is scrubbing away consumer trust.\u00a0<\/p>\n While the sustainability movement\u2019s rising tide does indeed lift all ships, loose lips \u2013 or in this case, loose language \u2013 can just as surely sink them. Whether born of innocent ignorance or deliberate disingenuousness, greenwashing undermines the efforts of companies that genuinely invest in sustainable practices and packaging.\u00a0<\/p>\n Companies engaged in packaging greenwashing are creating a credibility gap that, over time, risks growing into a yawning chasm of distrust and disfavor. This, in turn, erodes the overall effectiveness of sustainability initiatives and dilutes the demand for truly green products.<\/p>\n Like many pervasive problems, combating greenwashing will likely take a \u201ccarrot and stick\u201d combination that rewards good actors while punishing bad ones.\u00a0<\/p>\n Let\u2019s start with the carrot. As consumers continue to become more discerning and educated about the sustainability terms and labels used on products, some of the more egregious forms of greenwashing will get exposed and, increasingly, excluded from shopping carts. There are already indications that consumers are favoring products certified by known, highly reputable organizations like the Forest Stewardship Council (FSC) or Cradle to Cradle, each of which have clear and transparent criteria.<\/p>\n That leaves the stick. Should some of this nonsense continue, greenwashing\u2019s red flags may lead directly to something few of us want: more red tape. Eventually, governments and industry organizations may step in and implement stricter guidelines for environmental claims on packaging, better ensuring that businesses are held accountable for their sustainability claims.\u00a0<\/p>\n Which path is taken to counteract greenwashing \u2013 and to what extent \u2013 hinges upon one dynamic: our own ability to course correct. If each company can commit to washing their hands (and packaging) of greenwashing, we\u2019ll all land somewhere far more sustainable: reality.\u00a0<\/p>\n # # #\u00a0<\/p>\n Christopher Dale<\/strong><\/a> is Executive Director of Public Relations for Turchette, a multidisciplined marketing firm with deep roots in the packaging sector. Now in its 75th year, Turchette is among New Jersey\u2019s leading advertising, marketing and public relations agencies, servicing a variety of clients in diverse vertical markets within the business-to-business and business-to-consumer sectors. www.turchette.com<\/a>.<\/em><\/p>\n<\/div>\n\n
Greenwashing\u2019s Stains \u2013 and How to Remove Them<\/h4>\n
About the Author<\/h4>\n