After The Greenwashing Speeches, There Was Dancing

Michael Hedges January 25, 2023 Follow on Twitter

Buzzwords are as popular as ever. Popular culture demands them. Simplifying language is easier for some than others. Those who teach language - and journalism - grumble at the rise of terms lacking intellectual rigor. But, buzzwords only pop-up in new forms. Those who are confused need to consult with their grandchildren.

The term greenwashing emerged in the popular lexicon in the middle of the last century. Messages are designed to convey environmental or climate friendly appearance without actually addressing the issue. This is called spin, another popular buzzword describing the practice of obfuscating meaning. Brand marketers are roundly criticized for these tactics. They are not alone. Greenwashing derives from whitewashing, the practice of covering up vices and scandals through misrepresentation. Other derivatives have popped-up: pink washing, sports washing.

Over many months, years even, reporters have duly called out greenwashing. “Examples of squishy claims are rampant,” wrote the Washington Post (January 20). “Cutlery and bags that claim to be compostable but still take years to break down. Clothing that is labeled carbon-neutral through the purchase of credits from dubious companies that claim to plant trees to counteract emissions. Products that are made of ‘recycled’ content that is so minimal as to be irrelevant.”

Everybody, almost, is getting the picture. UN Secretary General António Guterres, speaking to financial and political elite at the WEF Davos conference, called out the miscreants for “dubious or murky” claims of reducing CO2 emissions. “It leaves the door wide open to greenwashing.” The European Commission is preparing rule-making to combat the practice with an “ecological impact” model for product producers to adhere. There will be tons of public data, which activists believe is necessary to sway public opinion.

Last week, reported marketing industry portal The Drum (January 23), Brandalism climate activists in Belgium, France, Germany and the UK “hijacked” billboards for Toyota and BMW for their “misleading adverts and anti-climate policy lobbying tactics.” Ad land has its own buzzword for this: subvertising. “As the climate crisis worsens, people are going to start pointing the finger at advertising and saying, ‘you’re part of the problem,’” said Brandalism spokesperson Tona Merriman, quoted by Ad Week (January 24).

“As regulators pursue ‘greenwashing’ by companies that hyped their climate claims, executives wonder whether ‘greenhushing’ — staying quiet about their environmental efforts — is the wiser approach,” noted the Financial Times (January 20) reporting from Davos. “Away from the noisy campaigns, though, debate is shifting to whether chief executives have taken on too many polarising issues on which they lack legitimacy. Academics, lawyers and consultants are pitching roadmaps for how to navigate an increasingly split political environment with less risk of pushback.”

To the chagrin of some, climate issues feature on news programs and headlines. Before visiting Davos to upset the regulars, climate activist Greta Thunberg put in an appearance at a coal mine in Germany to argue for its closure. Grinning broadly. she was hauled away by police, noted Daily Mail (January 15). Earlier she was singing and dancing with other activists, all of which appeared on TV news.

Poynter Institute, a great defender of journalistic integrity, offered a systematic fact-checking plan (another buzzword) to identify greenwashing (January 10). Their suggestion: do the research. With news outlets cutting staff, unfortunately, this is easier said than done.