Greenwashing is a reinterpretation of the term "whitewashing" —both mean the same thing: the glossing over of facts and the creation of a positive image through targeted marketing campaigns. In greenwashing, these campaigns aim to suggest sustainability to the recipient of the message, even if a company is worthy of criticism in at least some business areas.
How does greenwashing work
There are few binding certificates that confirm to the customer that they have purchased a safe product. Many quality seals that at first glance guarantee eco-compatibility only cover a part of a company's business and manufacturing processes. Companies that use their own quality seals that are not audited by an external body should also be scrutinized.
Another activity that can fall under greenwashing is the development of a small segment of products or services that are actually considered sustainable, but only represent a small portion of the overall business activities. The core business often remains un-green.
An example of greenwashing: Happy chickens
A popular example of successful greenwashing is egg packaging with a picture of chickens on green meadows. This quickly creates the illusion of organic quality, fresh air, and animal welfare. However, the reality is packed warehouses and artificial light from neon tubes. Many companies operate in the realm of mild suggestion – they use the power of images to encourage the viewer to make their own connections without explicitly stating them. This means that greenwashing is rarely subject to legal action.
Green paint misleads consumers
There are no binding guidelines for the vocabulary used when it comes to ecological and other sustainability terms. After all, who has the authority to define what is "green" or "environmentally friendly"? While the German Ethics Council, for example, has developed a sustainability code , companies can even circumvent this code by using phrasing. Greenwashing thus wins over customers who are willing to believe the advertising message because they like the product and are interested in sustainability. Companies that are genuinely interested in sustainability provide their customers with transparent and comprehensive insights into their activities. NIKIN provides the community with information about our sustainability commitment here . If you ever have further questions or concerns, or suggestions for improvement, please leave us a comment or contact us .
