Greenwashing: Not all green claims are really green

To attract an environmentally-conscious customer base, organizations often use claims that sound harmless to the ecosystem yet are really obscure and, at times, might be false.

Accordingly, “Greenwashing” has become typical across countries. Greenwashing is the spread of fake or fragmented data by an organization to introduce an ecologically friendly public image. In other words, greenwashing can be characterized as the convergence of two firm practices: poor ecological execution and positive correspondence about ecological execution.

Many international giant companies, including Ford and GE, are accused of being a greenwasher. Bangladeshi companies are no exception to it. Many reports blame companies, such as BAT Bangladesh, for annihilating arable grounds and abusing tobacco ranchers in Bangladesh. Moreover, many organizations spend a colossal amount of cash on promoting items highlighting organic or herbal foods. However, such organizations do not hesitate to promote those eco-labels to maintain a positive corporate image amidst growing green awareness among consumers.

For instance, Coca-Cola Bangladesh has been supporting ocean-side cleanup, cooperating with the International Coastal Cleanup, a somewhat eye-washing step by a company known as the world’s biggest plastic polluter. However, they do it instead as it generally gets great press. Our brickfield sector frequently asserts that it is producing bricks in an eco-accommodating way, but it is one of the major naturally perilous sectors. Indeed, they violate the country’s environmental rules and green codes.

The idea of ‘ecotourism’ has gained popularity in Bangladesh. What is promoted as ecotourism is basically traditional tourism enwrapped with a dainty facade of green. In fact, ecotourism, conducted with the assistance of travel agencies, hotels, motels and resorts, is an outward environmentally-friendly visit within a traditional package. Unfortunately, most of these so-called green firms are unaware of water and air quality, energy and environmental conservation, recycling, toxic material management, and community involvement.

These soaring frequencies of greenwashing can significantly affect consumer trust in green items, deteriorating the market for green items and services. Moreover, greenwashing can adversely influence investors’ trust in eco-friendly firms, minimizing their intentions to invest further in such firms.

To combat greenwashing, the Danish consumer ombudsman recently announced that companies would require logical documentation, such as a Life Cycle Assessment (LCA) revealing carbon emission by an item throughout its entire lifecycle, to back up their green cases. In that manner, consumers can get the big picture, not just a partial scenario. In line with this, we urge the following steps could be taken by the government to restore consumers’ and investors’ trust in green products and services and to reduce greenwashing practices:

Implement policies to increase firms’ environmental performance transparency by mandating annual disclosure of firm-level ecological performance metrics.

Initiate green audits to evaluate the firms’ performance toward nature conservation.

Introduce certification programs for firms claiming green practices throughout their production.

Facilitate and improve knowledge by inviting public debates about greenwashing.

In fact, Bangladesh, a land of more than 25% young population, has great potential to promote sustainability as youths are high advocates of it.

The writers are freelance contributors