I’ve been in sustainability/purpose long enough to witness the growth of greenwashing infect marketing, but also to develop some immunity-boosting strategies against it. My greenwash inoculations are needed more than ever with the heavy hand of regulation about to drop on unsubstantiated eco claims. Right at the moment when more consumers than ever want to know you’re taking issues like climate, plastic and pollution seriously. It’s time to make marketing that matters.
While greenwash can be traced back many decades, the term itself was coined by environmentalist Jay Westervelt in the 1980’s after spotting a fancy, fast-expanding hotel in Fiji asking guests to reuse their towels to reduce damage to marine life. That noble plea hid that the hotel’s construction was devastating local ecosystems and “it all came out in the greenwash.’’
At the same time, oil company Chevron’sCVX +0.7%People Do campaign was all over American TV screens, claiming the company’s dedication to protecting cute endangered species. Criticism came thick and fast, and the new term greenwash had lift off. It would soon be levied at DuPontDD +1.2%, for their 1991 ad showing seals clapping and dolphins leaping in apparent applause for the company’s environmental initiatives. I recommend searching out that one online, it makes for toe-curling viewing.