How to Avoid "Greenwashing" is a common marketing ploy designed to make products seem more sustainable than they are. It's essentially a way to convince customers that a company is making positive environmental choices, often through eco-conscious terms designed to convince shoppers that the product is more natural, wholesome, or free of toxins than competitors.The term was first coined in the 1980s in an essay by environmentalist Jay Westerveld. In this essay, he criticized the hotel industry's "save your towel" movement for preying on guests' environmental sensibilities. While this movement was disguised as a way for guests to help hotels conserve water and save the planet, it essentially only cut down on laundry
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Solstice Green Directory - Winter 2021-2022
labor expenses for the hotel and made a minimal difference in water usage. "Going green" sells. Companies are capitalizing on the movement by advertising as many eco-benefits for their products as possible, even when these claims get stretched beyond the point of believability. A 2015 Nielson poll found that two-thirds of shoppers are willing to pay more for eco-friendly goods and that half consider a product's sustainability before deciding whether to purchase. By understanding greenwashing and learning to identify its signs, we can hold companies accountable and ensure those doing right by the planet stand out for their choices. This will bring the entire marketplace
