We’re Getting Forked — But Do We Know it?
AC Alyzsa DY, a passionate advocate for the environment, asks difficult questions about eco-conscious consumerism and how Greenwashing is sweeping into our daily lives.
We’ve all heard some version of it before. 100% Natural. Saves trees. Less water is used in manufacturing. But truly, how sustainable are the items we’re purchasing? How many of these claims can’t be backed up by evidence or impartial certifications? With no legal definition or implication to using terms such as “sustainable,” “eco-conscious,” or “earth-friendly”, how do we trust brands that tout themselves as champions of sustainability? As conscious consumerism is growing along with the demand for environmentally friendly products, we will find that greenwashing will continuously be a problem unless we demand transparency and accountability.
In Price Waterhouse Coopers’ 2019 Global Consumer Insights Survey, 81% of those surveyed expect companies to be environmentally conscious in their communications (Emmert, 2021). Within the same study, 69% of the respondents have also expressed that they are trying to reduce their carbon footprint by making more sustainable choices. Interestingly, the study also finds that consumers located in the Asia-Pacific region are more eco-conscious than the global average. In the Philippines, 74% of respondents have indicated they are becoming more eco-friendly, especially within the millennial demographic. To address this, of course, companies’ sustainability messaging is being amplified to tap into the growing market. This green marketing, however, comes with a huge risk of greenwashing.
Greenwashing is defined by Merriam-Webster (n.d.) as “the act or practice of making a product, policy, activity, etc. appear to be more environmentally friendly or less environmentally damaging than it really is.” This can be done inadvertently when companies make incomplete or unsubstantiated claims due to misunderstandings or outright false claims on the sustainability of their product, service, or operations (Kukreja, 2022). Sometimes, this is done through a rebranding or including certification-like images that mislead customers into thinking a brand or product is more sustainable than it truly is. Other times, greenwashing is done through the veil of vagueness and hiding the trade-offs for other important environmental issues. In fact, the European Commission (2021) finds that 42% of green claims on websites from various sectors such as clothing, cosmetics, or household equipment were found to be exaggerated or deceptive to lure in the more eco-conscious consumer.
Without on-the-ground implementation and actual control of bigger industries, this problem of greenwashing is bound to continue. In the case of single-use plastics, the Philippine government leaves implementation on the shoulders of local government units. However, of the 18 cities in Metro Manila that have implemented policies on single-use plastic consumption, five of those have yet to implement their regulations or bans as of 2017 (Schachter & Karasik, 2022). More than the issues in implementation, the effectiveness of these policies or ordinances varies as well; some cities have reported as little as a 4% decline in plastic and polystyrene waste even after the implementation.
On the other side of the coin, bigger corporations continue to flood the market with their products in single-use plastics such as disposable sachets marketed towards people in lower income brackets, especially in the mass market in the Philippines. In the words of Alegado (2020), “the irony is that the burden of managing the overabundance of these low-value single-use plastics often falls on the shoulders of the communities and governments, while corporations’ plastic production remains unbridled and unchecked, and is poised to increase by nearly 40% over the next decade.” Despite the green marketing of these global corporations through their “earth-friendly” brands or products or even through their promises to accomplish the United Nations’ Sustainable Development Goals, the fact remains that they are still the largest perpetrators of single-use plastics.
We must acknowledge, however, that to fight climate change, it needs to be an ongoing coalition. The government needs to properly implement effective policies to protect the environment. Businesses need to be more transparent and incorporate sustainability — not just for the purpose of profits and using green marketing as a tool — but integrate this mission into their goals. Tied to this, there need to be more affordable solutions. In the fight against climate change, there is no room for a “green premium.” Lastly, consumers also need to make the change, shape good habits for the environment and strive towards a lifestyle for sustainability.
We need to demand change and accountability — now. As Greta Thunberg famously proclaimed, “we’ve been greenwashed out of our senses. It’s time to stand our ground.” There must be more transparency when it comes to green marketing to prevent the continuous issue of greenwashing. Together with every claim, we must demand action or proof in return. It is no longer enough to be a conscious consumer — for the planet’s protection, we must be a more scrutinizing one. If we let this issue of greenwashing and disregard for actual change perpetuate, we’ll get forked — but this time, we’ll know it.
References
Alegado, J. (2020, January 20). Philippines: Banning single-use plastics at the national level and strengthening existing laws needed to curb plastic pollution crisis. Heinrich-Böll-Stiftung. Retrieved October 13, 2022, from https://th.boell.org/en/2020/01/20/philippines-banning-single-use-plastics-national-level-and-strengthening-existing-laws
Emmert, A. (2021, July 8). The rise of the eco-friendly consumer. strategy+business. Retrieved September 14, 2022, from https://www.strategy-business.com/article/The-rise-of-the-eco-friendly-consumer
European Commission. (2021, January 28). Screening of websites for ‘greenwashing’: half of green claims lack evidence [Press release]. https://ec.europa.eu/commission/presscorner/detail/en/ip_21_269
Kukreja, R. (2022, July 28). 15+ examples of greenwashing practices to mislead or deceive customers. Conserve Energy Future. Retrieved October 6, 2022, from https://www.conserve-energy-future.com/top-greenwashing-examples.php
Merriam-Webster. (n.d.). Greenwashing. In Merriam-Webster.com dictionary. Retrieved September 14, 2022, from https://www.merriam-webster.com/dictionary/greenwashing
Schachter, J., and R. Karasik. (2022). “Plastic Pollution Policy Country Profile: Philippines.” NI PB 22–10. Durham, NC: Duke University
About the author: AC Alyzsa Dy is the Senior Program Associate — Incubation at Villgro Philippines. She is the brains and the brawn behind our climate action initiatives and manages end-to-end incubation and acceleration programs for SUP Challenge (Plastic-Free Philippines) and Ways4Waste (in partnership with The Incubation Network). AC also serves as a portfolio manager and supports the climate space and the cohorts in the programs through linkages, mentorship, and tailored assistance. Connect with AC at ac@villgrophilippines.org
