the harm of greenwashing and stoping the green
As more customers are not aware of the greenwashing practices done by these companiesit which have the sustainable problems, it is necessary for customers to spot greenwashing and make it back to green.
Think about the harm
''Greenwashing is a concept that was first coined by Terra Choice Environmental Marketing in December 2007 in a report that outlined the six sins of greenwashing.''
Greenwashing is the act of intentionally misleading customers on the environmental practices of a company or the environmental benefits of a product or service. Greenwashing is further expounded according to the six sins which are explained shortly.
The drivers of Greenwashing
The first driver is market factors which range from customer demand, investor demand, or pressure from their competitors. These are key factors that affect the performance of the company and even influence the company’s bottom line. Therefore, companies will do everything they can to maintain a positive performance image in the market as well as secure their bottom line. It is important to note that customers and shareholders are key stakeholders in a company hence many businesses are likely to dance to their tune.
L'oreal
L’Oréal is the company that has been found guilty of using greenwashing practices
L’Oréal has been practicing deforestation in its supply chain. This is seen from the continuous use of palm oil despite the pledges made to be 100% sustainable and using the same tagline in their marketing campaigns. L'Oreal also engaged in the mining of Mica which is used in makeup. While the product itself is not harmful, the process of production has been unsustainable. This is because the company has been using child labor to mine for this product in India. These claims water down the fact that L’Oréal claims to be sustainable. It asserts that the company has applied to greenwash in its supply chain.
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