Shopping and Consumer Choices
The Frog will explore The Climate Action Handbook: A Visual Guide to 100 Climate Solutions by Heidi Roop in the first 100 days of 2024
In the first `100 days of 2024 we will explore 100 climate solutions that may “empower you to evaluate, engage, and act” to address on-going climate change as an individual on your terms.
Greenwashing – “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”. As in hopelessness also leaves people more vulnerable to greenwashing campaigns by fossil fuel companies – Matt Simon, WIRED, 27 Dec. 2023.
Hopelessness or hopefulness? I would like to be encouraged by a 2021 published marketing study shows that 34 percent of consumers globally are willing to pay more for sustainable goods and 63 percent report taking action to be more sustainable in their consumer behavior.
Cynically you can conclude that marketing departments read this study and got to work aligning current or new products to make sure they capture the sustainably conscious demographic. Akepa, an agency focused on sustainable marketing provided a in-depth exploration of examples of greenwashing – check out the claims made by some of your favorite companies including Delta, Hefty, Keurig, and IKEA.
As in all interactions with advertising and social media, dial up your skepticism. Look out for (and do business with) the companies that are working for real change including reducing packaging, eliminating toxic chemicals, decarbonizing their manufacturing processes and supply chain (Scope 3 emissions), and design for repair, reuse, and recycling of their products.
EcoWatch is a useful resource to support your skepticism and combat greenwashing as you take action. They suggest some simple habits to aid you in the choices you make:
- Ignore the hype – read past the marketing rhetoric. Look for simple language and claims that are backed up with testing and reporting.
- Check for clarity – scrutinize claims; often they only refer to the packaging or a part of the product
- Look for certifications – reputable companies will seek third-party endorsements like B Corp, USDA organic or fair trade certification
Here’s your homework for this week. Spot all the ways ExxonMobil is greenwashing the hell out of everyone in this recent ad:
Next Up: Climate Action in 2024 – Day 51: Consider Where You Make Your Home
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