This might be a controversial title if I were a greenwasher. What’s a greenwasher you ask? EnviroMedia says “Greenwashing is whitewashing, but with a green brush.” To elaborate, “Everyone’s heard the expression ‘whitewashing’ — it’s defined as ‘a coordinated attempt to hide unpleasant facts, especially in a political context.’ ‘Greenwashing’ is the same premise, but in an environmental context.” In other words, these days many people and companies, who either by jumping on the green bandwagon or using the good PR derived from Corporate Responsibility Initiatives are pulling the wool over our eyes in attempts to acquire new customers and profits. These are the folks making thousands by going green, instead of being more cost-effective through implementing truly sustainable practices. There’s a difference.
Making thousands by “going green” would be an energy company that runs an advertising campaign touting a “green” technology they’re working on that in turns causes people to switch energy providers when “in reality that ‘green’ technology represents only a sliver of the company’s otherwise not-so-green business, or may be marketed on the heels of an oil spill or plant explosion.” (Example courtesy of GreenWashingIndex.com)
photo by by ntr23
Being more cost-effective through the use of sustainable practices might look like reducing the cost of your company’s annual conference by over $12,000 from the previous year simply by providing large containers of drinking water with reusable bottles rather than individual plastic bottles. Not only do you prevent landfill waste through the use of reusable bottles, but you also eliminate the consumption-based cost of water on your banquet order. But what about giving your customers what they want, right? what if people are picky about their water or really don’t want to have to refill the same water bottle? You’d be surprised at how much people are willing to stretch themselves when they see other people doing something new and having no problem with it. Check out crowds theory.
In greenwashers’ defense, there’s nothing wrong with catching on to a good idea (environmental responsibility), and there’s certainly nothing wrong with making money. But there are countless ways to be green, sustainable, and cost-effective by making simple, yet more thoughtful changes. If you’re interested in learning more about implementing sustainable practices into your home or business or in planning events, feel free to contact us.
