Linguistically playing on the word 'whitewash' and utilising the colour green, as is now intrinsically linked to the concept of environmentalism, GREENWASH refers to "...the practice of companies disingenuously spinning their products and policies as environmentally friendly" (source).

'Greenwash' is not a new concept. The word was first used by environmentalist, Jay Westerveld, in 1986, when referring to the hotel industry and specifically the concept of guests being encouraged to re-use towels. The concept was spruiked as a way for the guest to 'save the environment'. However, the hotel industries business policies remained unenvironmentally conscious, leading one to inevitably consider that this was more an exercise in cost cutting than in genuine support of a cleaner, greener environment.

Climate change is an inevitable and globally pertinent issue and as such, we as consumers from across the world are becoming more aware of the simple ways that we can contribute to acting ethically when it comes to environmentalism. In becoming aware of the existence of greenwash we can avoid supporting companies that are deliberately misleading us, as consumers, by cashing in on our desire to shop ethically.

Driving company profitability can be a key factor behind employing this sort of tactic - that is utilising public relations companies or advertising campaigns to push products and services as an eco-friendly option, or going further, to rebrand a company on a whole.

Companies are very aware that 'green' sells. A key reason why it is so important to ensure we are do not support these companies that falsify or exaggerate their environmental pursuits is that we are allowing them to profit and gain greater power within their industry - essentially, we enable their growth.

Actions Speak Louder Than Words

For more information about how to identify whether companies are genuine in their support of environmentalism, click to download the pdf 'The Seven Sins of Greenwash'.

By making smarter environmental choices we can be the change that the world so desperately needs.


When you are shopping is an environmentally friendly product/service important to you? Would you purchase an obviously 'greener' product/service if you had the option?