When is the last time that you have stayed in a fancy hotel that claims to be “green” by reminding you to reuse your towels to cut back on energy and water? Have you ever noticed the cards of paper that are typically reminding you of this green effort?

Greenwashing is just that… similar to the term, whitewash, which means to cover up (typically a crime or scandal), Greenwashing is the deceptive marketing or promotion of an organization’s products, efforts, or services in which they claim to be environmentally friendly. Greenwashing has been around for years but has started to gain more popularity as the consumer need for environmentally friendly/safe products increases in demand.

Does this sound like a huge deal to you? When you peel back the covers, there is a lot to be discovered. If the definition above didn’t make sense, greenwashing is the process of making a company appear better even though their products or process is not, so that they can increase their profit.

How do you know if a company is Greenwashing? Be observant to the process in which they are telling you (the consumer) of their environmental-friendly nature. Are they claiming to be environmental-friendly and mailing out numerous catalogs every month to millions? Is a company claiming on their packaging to use soy-based ink but has not reduced their packaging efforts? Are harmful chemicals being used in a product while the name lends it to being natural? These are some typical examples of methods to watch out for.

As the consumer, you have a responsibility to truly investigate if environmental friendly claims are accurate without any strings attached. Being aware is the first step to creating lasting and effective change.

R2F Creative LLC provides graphic design + branding and web design solutions for clients nationwide and locally in Ankeny and Des Moines, Iowa.