The Green Revolution has caused a stir not just among world leaders, but among businesses as well. Recent years have seen much attention being paid to the awareness of environmental responsibility; products in the market are becoming conscious with energy-efficiency. This has led to various businesses joining the bandwagon, though some make claims that they are not accountable for. Greenwashing is a new strategy that goes with the trend of being “environmentally responsible” but using the means of misleading claims about the environmental contributions of the company, product or service.

Greenwashing involves making use of packaging, labeling, branding and advertising to influence consumers into thinking that a company, its product or service, are inclined towards helping the environment, without substantial validation. This kind of scheme can seriously harm brand reputation, whether done intentionally or not. To remedy this, a set of basic rules should be followed; this will enable companies to select the right topics, avoid the pitfalls and shape communication to maximize the benefits for the company brand. Proper guidance is needed for those who are engaged in environmental claims with regards to manufacturing, selling, marketing and advertising. Consumers should similarly be aware so they can discern the environmental attributes of what they are about to buy.

The U.K. Department of Environment Food and Rural Affairs, or Defra, released the Green Claims Guidance for 2011 and offers an intensive guide for businesses to avoid greenwashing and to make truthful and validated environmental claims. It includes a background and summary of what makes a good environmental claim. It aims to support businesses and foster a sense of formality and transparency when it comes to making such claims. The scope of this guide extends from Europe to the rest of the world so that the international market will also be capable of standardizing practices regarding environmental responsibility.

Claims are a powerful tool that can lead others to make choices, whether they are aware of the consequences or not. The responsibility for this is held by the companies and businesses that participate in these campaigns. Their environmental claims have to be accurate and relevant; otherwise, the efforts of the Green Campaign will go to waste and will serve as another marketing scheme for companies, rather than a solution for the pressing matters of the environment. Proof of greenwashing can only lead to the demise of brand reputation and jeopardize the company as well.

(Picture anitasarkeesian/ flickr)