Greenwashing – Enough Already!
Let’s be frank, how many advertisements, billboards, news articles, and commercials have you seen announcing that a business is “going green”, “green-friendly”, or “environmentally safe”? Come on…..enough already!
What’s with all this talk about energy efficiencies when such a small percentage of businesses can actually claim they are green-savvy? To me it comes down the core of what “being green” really means to the business owners at hand. Are they jumping on the bandwagon to make a buck, or are they really concerned for our environment. I’ve found that it’s easy to pick out the ones who are serious, and the others who simply feed off the buzz that everyone’s talking about.
Let me explain:
First of all, let’s talk about “Greenwashing” which is defined as the practice of companies disingenuously spinning their products and policies as environmentally friendly, such as by presenting cost cuts as reductions in use of resources. It is a deceptive use of green PR or green marketing.
But here’s the deal. The truth is, going green is big business. We hear the term “Going Green” around every corner these days. We are bombarded with products and services that claim to promote, protect, or reduce the impact on the environment – most with a higher cost versus traditional ones. How are consumers suppose to understand which are truly environmentally friendly and which just cost more with no benefits?
As a service based business, it is even harder to define how we are “walking the talk” in terms of environmentally friendly business practices.
A survey conducted by Fortune Small Business and Zogby International recently determined that small business owners were using a wide variety of solutions to become more energy efficient.
· 26% — Install energy-efficient lights and appliances
· 21% — Cut back on paper-based documentation
· 10% — Institute a company recycling plan
· 6% — Using renewable energy
· 19% — Other
· 18% — Not sure
(SOURCE: Fortune Small Business/Zogby International)
It isn’t just about what products a business is using but living a lifestyle that contributes toward energy independence and reducing the risks of climate change. It doesn’t end when you close for the day.
For example – I went into a service business (to remain anonymous) that I personally thought walked the walk. I loved going to this place. I got a chance to speak to the owner a few weeks ago regarding the eco products they used. Her conversation left me disappointed – she used some products that were more visible, but that was where she ended. People want to know that companies and firms are actually practicing what they preach. Even so far as on a personal level. Live by example.
Going green is a journey and not the end. There are areas that are environmentally unacceptable, we must commit to improve those areas, and seek feedback and help from our customers and the public on our green journey.
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