Greetings STARFLEET,

Today’s topic is something that has popped up in our lifetime but has become much more prevalent in recent years: greenwashing. This practice tricks consumers into believing a company or organization is greener than its practices.

Jay Westerveld introduced the term “greenwashing” in 1987, and it has been around ever since. At the time, companies were greenwashing their way around things like the Clean Water Act. They also took advantage of the fact that it was not as easy as it is today to fact check.

The last 20 years have brought about changes since people can access the internet to check what companies actually do. Now, the greenwashing is often couched in language that makes it difficult to tell from the legitimate green companies.

Take Shell for example. In 2019, the company announced an initiative spending $300 million on ecosystems without any commitment to renewable energy sources. Instead, the company invests in green offsetting certificates so they can claim they’re making progress towards a green future, complete with advertising campaign.

Recognizing greenwashing can be tricky. Often, greenwashing companies use the same language as companies making legitimate strides in their environmental practices. Buzzwords like eco-friendly, all natural, and even farm fresh are often rendered meaningless.

Unfortunately, the only way to know is to research, which takes up time we consumers may not have. While some companies have readily searchable records or exposés written on them, many do their best to minimize and obscure.

Things to look for:

• Buzzword advertising
• Lack of data behind claims
• Suggestive imagery (i.e., natural landscapes in advertising)
• Boasts, especially uncredentialed ones
• Jargon and gobbledygook
• Front companies posing as endorsers

If possible, we should consider researching the companies we regularly buy from. Voting through the pocketbook on which company practices are acceptable is the best way to encourage change on the individual level. We can make a difference.

Be the Change, STARFLEET.