Greenwashing

The term Greenwashing is used to indicate a process of marketing used by an organization (undertaken, government, etc) with an aim of giving to the public opinion a responsible ecological image, whereas more money were invested in “green” publicity than in real actions in favor of the environment.

The term comes from English by contraction of the words in '' green '', green and in '' whitewash '', to bleach. It east is employed at the beginning of the Années 1990. It is the title of a article published in March 1991 in the review Mother Jones.

Definitions

The CorpWatch organization defines the Greenwashing like:

  1. the behavior of harmful companies from the point of view social or environmental which try to preserve and extend their markets while being presented in the form of friends of the environment and leaders in the combat for éradiquer poverty;
  2. environmental Bleaching or écoblanchiment;
  3. Hogwash (" foutaises")

The act to make Greenwashing is the act to transmit to the public information which is - in the content and their expression - an erroneous presentation of the facts and truth, with an aim of appearing socially and/or environnementalement person in charge with the eyes of a targeted public. It is a vast and complex communication system intended to make pass a " mauvaise" data or information for a " bonne". (Source: Erza Winton, " Écoblanchiment of the companies: the construction of news mythologies" -)

The Greenwashing , it is to get dressed in green ecologist, which has nothing to do with environmental protection. This term thus refers to the double language of the organizations which speak about Sustainable development and environmental protection by registering it even in their objectives, whereas of truth, their activities consist in increasing the load that humanity makes weigh on planet. (Source: Biosphere -)

Greenwashing and misleading advertisings

The Greenwashing is often characterized by the name change of the mark or the product, to give the impression of “nature”, for example by affixing the image of a forest on a bottle of chemicals. Indeed, more and more of publicities use the ecological argument wrongly to praise like " good for the environnement" activities and products actually polluting or whose ecological assessment is negative. These publicities can be abusive even untrue, not respect the legislation, nor even the proper ecological recommendations and of sustainable development of the BVP (Office of Checking of Publicity), interprofessional organization of self-discipline on the matter. These publicities, which make often only camouflage the little of efforts authorized per many companies taking into consideration current ecological stake, in addition show their little of will and eagerness to adopt an ecologically responsible behavior. By giving a “green” image to companies, services and products which are not it, this " bleaching écologique" industrial activities and commercial minimizes and standardizes the imperative need to change our behaviors of consumption. Moreover, this " becoming green of image" take part directly in the misinformation of the consumers, thwarts them significant efforts of sensitizing made in this direction by associations, public authorities (ADEME by example), and discredits the step of progress already initiated by some courageous companies. ()

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