In a society increasingly conscious of its environmental footprint, consumers expect companies to make concrete commitments to preserving our planet. Yet some brands, whether intentionally or not, over-communicate or clumsily communicate their commitments, and find themselves accused of what is known as "greenwashing". This term has been coined to denounce companies that display ecological values that are at odds with the actions they actually carry out. In this article, we'll explain the complex concept of greenwashing and give you the keys to avoid falling prey to it.
What is greenwashing?
Greenwashing often refers to a deceptive marketing practice used to promote ecological commitments that are in reality far less or even non-existent. For a company, the transition to sustainable development can be a tedious process involving many complex procedures. In their desire to respond to consumer values as quickly as possible, some companies resort to greenwashing.
This can take the form of "natural-looking" packaging, the use of a non-certified label, or simply a lack of transparency on the part of the brand. The aim of companies engaging in these practices is to improve their public image. However, the opposite is often the case, tarnishing their reputation.
In addition to its impact on brand image, greenwashing can also be penalized by the DGCCRF (Direction générale de la Concurrence, de la Consommation et de la Répression des fraudes), ranging from a warning to 2 years' imprisonment. A fine equivalent to 50% of the expenses incurred in carrying out the misleading commercial practice may also be imposed.
Whatever a company's intentions, there's a fine line between what's considered greenwashing and a clumsy environmental message. Here are 10 examples of greenwashing and the best practices to avoid falling into its traps.
Also read: CSRD: everything you need to know about the new European directive
Examples of greenwashing
Lack of proof: using vague words to mislead
It's not uncommon to see declarations of ecological commitment using rather vague expressions. But on closer inspection, you soon realize that beneath the catchy title, there's no explanation at all. Fuzzy messages such as "Go green with this service", "Committed by nature", "This product protects the planet" confuse consumers who think they're making a more responsible purchase, when in fact they've been misled by the company's communication.
Hyperbole: a popular figure of speech among greenwashers
One of the most common practices used by brands is a familiar figure of speech: hyperbole. It simply consists in exaggerating an idea in order to emphasize it and, in this case, the environmental commitments made. In concrete terms, it's saying that a product is environmentally friendly when only part of its composition really is.
Distraction: drawing attention to minor actions
This technique is often used by companies to improve their image when they are not well regarded by consumers. The aim is to communicate small commitments to the environment, while at the same time continuing to contribute to highly polluting activities.
Disguise: "natural-looking" packaging for an unnatural product
We see them every day. Green packaging with tree symbols and recycling logos. But these elements in no way imply that the product is environmentally friendly. These pretty packages are designed to confuse our senses and give us the impression of buying a product that is more natural than others.
The pretence of willingness: showing a compulsory measure as a virtuous commitment
This practice aims to communicate an eco-responsible approach that has actually been implemented, but only out of obligation. In this case, greenwashing lies in selling the commitment made as a desire on the part of the company, when in fact it is a constraint imposed by government measures.
Omission of information: not indicating all aspects of a process
Omission of information is the failure to mention all the ins and outs of an environmental initiative. For example, in an eco-responsible project, it is common not to generate only positive results. However, this technique consists in not mentioning the negative aspects to show the project as a total achievement.
Self-certification: creating your own label without an independent body
Creating your own label without the involvement of a neutral, independent body has no real added value for the product. Indeed, a company that creates a label for its product will inevitably include criteria that correspond to its state, and it is therefore quite possible that there will be no commitment on the part of the company behind the label.
Invention: imagining false, responsible commitments
This last form of greenwashing is surely the most obvious, since it simply involves lying to consumers by inventing commitments that don't exist. Communicating false information is a dangerous practice because, if the deception is revealed, it is very difficult to justify the fraudulent statement.
Now that you're familiar with all the different forms of greenwashing, you'll be able to identify it, but the question remains: how do you avoid it? When a company makes a commitment to protecting the environment, it's natural to want to highlight it, but managing to communicate these achievements while avoiding greenwashing can seem complicated for some companies. Here are a few tips to help you communicate transparently about your responsible approach.
How to avoid greenwashing?
Build trust by demonstrating expertise
For consumers to trust you and believe your statements, it's important that you position yourself as experts on the subject. How can we do this? By making quality resources available to your (future) customers. For example, you can write articles and case studies to show that your commitment is based on in-depth knowledge of the subject and a total mastery of the issues involved.
Provide concrete proof of your commitments
Your statements need to be backed up with arguments to ensure that the message you're communicating is understood. What may seem obvious to you may not be obvious to others. Be sure to include meaningful data such as figures, videos explaining your project and create an annual report of your progress on the subject. This evidence will give you credibility and prove that you are taking concrete action for your cause.
Kiloutou, for example, has published a commitment report on the actions implemented within the company in 2023.
Raising awareness internally
If you want your external communication on your commitments to carry weight, it's essential that the cause is understood and assimilated internally. You need to make your employees aware of your project so that it is supported by the whole organization. How can you be credible to the general public if even your employees don't believe in the cause?
Be realistic about the limits of your project
When we spend a lot of time building and developing a project, we can tend to see only the positive aspects. However, it's important to be aware of the limits of our actions in favor of the environment, to be able to challenge them, and also to avoid giving false information to the general public. Being transparent about the project's progress and challenges will be much more rewarding for consumers than statements that can be called into question, so don't hesitate to highlight your difficulties, which are much more representative of reality.
Credible certification
In the interests of transparency, demonstrate the veracity of your statements with concrete proof. Obtaining a label from a recognized body will give your brand added credibility. Speaking in your own name is one thing, but having an independent, neutral organization confirm your messages is a sign of trust.
For example, Nature & Découvertes achieved Bcorp certification in 2015, a label awarded to companies that have demonstrated their commitment to high standards of social, environmental and economic responsibility. The aim of this certification is to encourage sustainable business models that combine commitment and performance.
However, if you don't want to go through a third-party certification system, there is also the ISO 14021 standard, which sets out the guidelines that companies must follow to ensure the credibility and transparency of their environmental declarations.
Including stakeholders
A project can sometimes have more credibility and impact if it is co-constructed with stakeholders who are interested in the subject. You can set up your CSR approach with experts in the cause, or even ask consumers about their needs and feelings regarding your actions, to find out if you're going in the right direction. Surrounding yourself with people concerned by your project can not only help you move forward, but also show your interest and involvement in the success of the operation.
👉 See also our article on socialwashing
Become a spokesperson for the cause
To prove that your cause is close to your heart, you can also defend it through activism. You can sign petitions, take part in demonstrations or denounce abuses to show that your commitment to the cause is real. The important thing is to be consistent with your commitments, and to show that you're not making environmental commitments just for the sake of your image.
See also: ADEME's anti-greenwashing guide
And what about carbon offsetting?
Carbon offsetting aims to financially support projects that store, reduce or avoid greenhouse gases, in order to compensate for the emissions emitted by an activity. This practice often takes the form of reforestation projects or investments in renewable energies. It's a highly controversial subject, given the many issues at stake.
The effectiveness of carbon offsetting is disputed, due to difficulties in measuring results and the low cost of carbon emission allowances allocated to companies, which could discourage real reduction efforts. Despite this, carbon offsetting can encourage technological innovation and serve as a first step towards a more environmentally friendly more respectful of the environmentwith the potential to have a positive impact if projects are well managed.
This overview of carbon offsetting issues suggests that the ERC (avoid, reduce, compensate) approach is probably the best compromise to follow to ensure the effectiveness of an environmental action plan. This technique is based on three stages: avoiding environmental degradation, reducing damage that could not be avoided, and finally, compensating for adverse effects that could neither be avoided nor sufficiently reduced.
You now have all the tools you need to communicate with the general public without falling into the trap of greenwashing. It's time to start writing stories about your commitment to the environment. To do so, you can contact the Wenabi teams teams to mobilize your employees around associations fighting to protect our planet.
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