Greenwashing, Greenblushing and Greenbashing

While greenwashing has become a particularly popular term in the arena of sustainability and CSR communications and product labeling, a few new terms have just entered the market: greenblushing and greenbashing.

None of these absurd-sounding neologisms are good if you are on the receiving end, and here’s why:

• Greenwashing:
  • Creator: Jay Westerveld, New York environmentalist
  • Date of first publication: 1986
  • Definition: “The practice of companies disingenuously spinning their products and policies as environmentally friendly.”
• Greenblushing:
  • Creator: Gregg LaBar, Senior VP of Dix & Eaton
  • Date of first publication: Oct. 26, 2009
  • Definition: “Limited or no information disseminated by an organization so as to understate or ignore its commitment to and actions on environmental responsibility.”  
• Greenbashing:
  • Creator: Shari Shapiro, Associate for Obermayer Rebmann Maxwell & Hippel
  • Date of first publication: August 5, 2009
  • Definition: “The use of seemingly reasonable arguments about catastrophic costs or unforeseen dangers to undermine progressive environmental programs.” 

The overarching lesson here is that honest and transparent communication about your impacts on the environment, society and economy is increasingly important because people care, and they’re paying attention now more than ever before. 

More sustainability indices, rankings, regulations, associations and other tools are popping up every year to help the public make informed decisions about where to shop, invest and trust – making the business case for sustainability, and transparent sustainability communications, a strong one.

“Beyond Green”

By Margie Flynn, Principal and Co-Owner of BrownFlynn

Originally published in Paperboard Packaging on March 1, 2009.

Many leaders today believe “going green” will enable their company to gain competitive advantage and market share, especially during a challenging economy. That may be true, but how deep does the commitment to “green” permeate their organizations? While manufacturing and selling environmentally friendly paperboard and packaging products can increase sales, generate efficiencies and potentially enhance your company’s brand, two key questions remain:

• Is your commitment to green authentic and core to your company’s culture and operations?
• Have you explored the benefits of thinking beyond green to reap the wide-ranging benefits of sustainability?

More consumers are seeking to buy green paperboard packaging, versus plastics and other forms of packaging, but that doesn’t mean they’re overlooking a company’s true intention in selling such products. If a company, on face value, appears to be committed to “green” environmental practices based on its product marketing, yet the majority of its operations and manufacturing processes are brown (far from green), then the company is “greenwashing.”

Greenwashing triggers increased scrutiny and criticism by a multitude of key stakeholders, including customers, shareholders, advocacy groups, and many more. Therefore, before going too far down the green path, be sure to align your internal practices with your external actions and intentions.

But, why stop at just green? Think beyond green. Think sustainability. Companies integrating sustainability into their business operations recognize the convergence of environmental, social and economic values will truly set them apart from the competition. In doing so, your company can create value for customers by providing packaging solutions they want and need to enhance their lives while reaping the benefits of sustainability.

A good example is MeadWestvaco Corp., named to the Dow Jones Sustainability Index for the fifth consecutive year, which believes sustainability is both a business strategy and an ethical imperative. The company sees it as the driving force behind its innovative products and environmentally responsible manufacturing processes. Most importantly, however, it describes sustainability as “the foundation of a company built on integrity, accountability and stewardship.”

In this tough economy, however, does it pay to be sustainable?

Say No to Greenwashing

 

 

 

 

 

 

 

What do you think about this cartoon? Here at BrownFlynn, we use it to demonstrate to our clients and potential clients the importance of a sustainability strategy. We believe companies should think “beyond green” and think “sustainability.” If a company prints a beautiful CSR report and appears to be committed to “green” environmental practices yet the majority of its operating processes are “brown,” then the company is greenwashing. This can trigger increased scrutiny and criticism from many stakeholders. Once companies integrate sustainability into their business operations and culture, they see significant, positive impacts to their bottom line. When strategy supports communications, we have a winner!