Greenwashing (a compound word modelled on "whitewash"), or ""green sheen"", is a form of spin in which green PR or green marketing is deceptively used to promote the perception that a company's policies or products are environmentally friendly.

Usage

The term ''greenwashing'' was coined by New York environmentalist Jay Westervelt in a 1986 essay regarding the hotel industry's practice of placing placards in each room promoting reuse of towels ostensibly to "save the environment". Westerveld noted that, in most cases, little or no effort toward reducing energy waste was being made by these institutionsas evidenced by the lack of cost reduction this practice effected. Westerveld opined that the actual objective of this "green campaign" on the part of many hoteliers was, in fact, increased profit. Westerveld thus labeled this and other outwardly environmentally conscientious acts with a greater, underlying purpose of profit increase as ''greenwashing''.

The term is generally used when significantly more money or time has been spent advertising being ''green'' (that is, operating with consideration for the environment), rather than spending resources on environmentally sound practices. This is often portrayed by changing the name or label of a product to evoke the natural environment or nature—for example, putting an image of a forest on a bottle containing harmful chemicals. Environmentalists often use ''greenwashing'' to describe the actions of energy companies, which are traditionally the largest polluters.

Norway's consumer ombudsman has targeted automakers who claim that their cars are "green", "clean" or "environmentally friendly" with some of the world's strictest advertising guidelines. Consumer Ombudsman official Bente �?verli said: "Cars cannot do anything good for the environment except less damage than others." Manufacturers risk fines if they fail to drop the words. �?verli said she did not know of other countries going so far in cracking down on cars and the environment.

In addition, the political term "linguistic detoxification" describes when, through legislation or other government action, the definitions of toxicity for certain substances are changed, or the name of the substance is changed, so that fewer things fall under a particular classification as toxic. An example is the reclassification of some low-level radioactive waste as "beyond regulatory concern", which permits it to be buried in conventional landfills. Another example is the EPA renaming sewage sludge to biosolids, and allowing it to be used as fertilizer, despite the fact that it often contains many hazardous materials including PCBs, dioxin, arsenic, cadmium, lead, and asbestos. The origin of this phrase has been attributed to environmental activist and author Barry Commoner.

Several activities designed to reduce greenhouse gas emissions may be considered merely symbolic greenwash. For example, Earth Hour encourages consumers to switch off electric appliances for 1 hour. This may make people feel good about a minor inconvenience without creating any sustained reduction in greenhouse gas emissions.

Similarly, introduction of a Carbon Emission Trading Scheme may feel good, but may be counterproductive if the cost of carbon is priced too low, or if large emitters are given 'free credits'. For example, Bank of America subsidiary MBNA offers an Eco-Logique MasterCard for Canadian consumers that rewards customers with carbon offsets as they continue using the card. Customers may feel that they are nullifying their carbon footprint by purchasing polluting goods with the card. However, only 0.5 percent of purchase price goes into purchasing carbon offsets, while the rest of the interchange fee still goes to the bank.

History

1960s: In the mid 1960’s, the environmental movement gained momentum. This popularity prompted many companies to create a new green image through advertising. Jerry Mander, a former Madison advertising executive, called this new form of advertising "ecopornography". 1970s: Due to public interest in the environment, the first Earth Day was held on April 22, 1970. This encouraged many industries to advertise themselves as being friendly to the environment. Public utilities spent 300 million dollars advertising themselves as clean green companies. This was eight times more than the money they spent on pollution reduction research. 1980s: Chevron Corporation, a large oil company, launched one of the most famous greenwashing ad campaigns in history. Chevron’s “People Do” advertisements were aimed at a “hostile audience” of “societally conscious” people. Two years after the launch of the campaign, surveys found people in California trusted Chevron more than other oil companies to protect the environment. In the late 1980s The American Chemistry Council started a program called Responsible Care, which shone light on the environmental performances and precautions of the group's members. The loose guidelines of responsible care caused industries to adopt self regulation over government regulation. 1990s: A study published in the Journal of Public Policy and Marketing (American Marketing Association) found that 58% of environmental ads had at least one deceptive claim. Another study found that 77% of people said the environmental reputation of company affected whether they would buy their products. One fourth of all household products marketed around Earth Day advertised themselves as being green and environmentally friendly. In 1998 the Federal Trade Commission created the “Green Guidelines”, which defined terms used in environmental marketing. The following year the FTC found that the Nuclear Energy Institute claims of being environmentally clean were not true. The FTC did nothing about the ads because they were out of their jurisdiction. This caused the FTC to realize they needed new clear enforceable standards. In 1999 Greenwashing officially became part of the English language. 2000s: BP, the world’s second largest oil company, entered the greenwashing playing field, spending 200 million dollars on rebranding their company. Part of their rebranding was use of the slogan "beyond petroleum" and a new green and yellow sunburst design for their logo. A large advertising campaign gave BP a greener appearance to the public, overpowering the voices of activists. In 2002, during the World Summit on Sustainable Development in Johannesburg, the Greenwashing Academy hosted the Greenwash Academy Awards. The ceremony awarded companies like BP, ExxonMobil, and even the US Government for their elaborate greenwashing ads and support for greenwashing.

2010: The documentary Greenwashers discusses the satirical company Greenwashers Consulting, as well as what it claims to be real-life examples of greenwashing by BP, Destiny USA, GE, IBM, and many other companies.[19]

Regulation

Australia

The Australian Trade Practices Act has been modified to include punishment of companies that provide misleading environmental claims. Any organization found guilty of such could face up $1.1 million in fines. In addition, the guilty party must pay for all expenses incurred while setting the record straight about their product or company's actual environmental impact.

Canada

Canada's Competition Bureau along with the Canadian Standards Association are discouraging companies from making "vague claims" towards their products' environmental impact. Any claims must be backed up by "readily available data." Manufacturers may face fines if they even use the terms "environmentally friendly", "green", "clean", or "natural" in their advertisements. Distinction between benefits of product, package and service: An environmental marketing claim should be presented in a way that makes clear whether the environmental attribute or benefit being asserted refers to the product, the product's packaging, a service or to a portion or component of the product, package or service. In general, if the environmental attribute or benefit applies to all but minor, incidental components of a product or package, the claim need not be qualified to identify that fact. There may be exceptions to this general principle. For example, if an unqualified "recyclable" claim is made and the presence of the incidental component significantly limits the ability to recycle the product, then the claim would be deceptive. Overstatement of environmental attribute: An environmental marketing claim should not be presented in a manner that overstates the environmental attribute or benefit, expressly or by implication. Marketers should avoid implications of significant environmental benefits if the benefit is in fact negligible. Comparative claims: Environmental marketing claims that include a comparative statement should be presented in a manner that makes the basis for the comparison sufficiently clear to avoid consumer deception. In addition, the advertiser should be able to substantiate the comparison. The FTC has said in 2010 that it will update its guidelines for environmental marketing claims in an attempt to reduce greenwashing.

Examples

Environmentalists have argued that Bush Administration's Clear Skies Initiative actually weakens air pollution laws. Many food products have packaging that evokes an environmentally friendly imagery even though there has been no attempt made at lowering the environmental impact of its production. In 2009, European McDonald's changed the colour of their logos from yellow and red to yellow and green; a spokesman for the company explained that the change was "to clarify [their] responsibility for the preservation of natural resources." An article in ''Wired'' magazine alleges that slogans are used to suggest environmentally benign business activity: the Comcast ecobill has the slogan of "PaperLESSisMORE" but Comcast uses large amounts of paper for direct marketing. The Poland Spring ecoshape bottle is touted as "A little natural does a lot of good", although 80% of beverage containers go to the landfill. The Airbus A380 airliner is described as "A better environment inside and out" even though air travel has a high negative environment cost. According to Fred Pearce's Greenwash column in ''The Guardian'', "clean coal" is the "ultimate climate change oxymoron" -- "pure and utter greenwash" he says. The Advertising Standards Authority in the UK upheld several complaints against major car manufacturers including Suzuki, SEAT, Toyota and Lexus who made erroneous claims about their vehicles. Kimberly Clark's claim of "Pure and Natural" diapers in green packaging. The product uses organic cotton on the outside but keeps the same petrochemical gel on the inside. Pampers also claims that "Dry Max" diapers reduce landfill waste by reducing the amount of paper fluff in the diaper, which really is a way for Pampers to save money. Ubisoft recently announced that it would no longer include paper manuals with their Playstation 3 or XBox 360 games, claiming that this cost-cutting measure was for the purposes of being environmentally friendly. The recent explosion of web-based Green business certifications demonstrate a more sophisticated form of greenwashing. Although asking for online "self-assessment" forms to be filed, online Green certification are "blind audits" that are easily cheated. In many cases, it comes down to paying a fee. The deception is made worse because the sham Green certifications are offered to the public as though they were earned. Credible companies like ISO, LEED, and Green Business League require actual audits to be performed prior to certification. A 2010 advertising campaign by Chevron was described by the Rainforest Action Network, Amazon Watch and The Yes Men as greenwash. A spoof campaign was launched to pre-empt Chevron's greenwashing.

Opposition to greenwash

Organisations and individuals are making attempts to reduce the impact of greenwashing by exposing it to the public. "Greenwashers" is a new (release in 2011) documentary aimed at challenging, exposing, and fighting the issues surrounding greenwash. in Australia offers a chance to report greenwash claims. The Greenwashing Index, created by the University of Oregon in partnership with EnviroMedia Social Marketing, allows examples of greenwashing to be uploaded and rated by the public. Greenpeace, the international environmental organisation, has a blog that allows greenwashing claims to be rated. Greenwashing blogs also exist to reveal any untruths in claims that are made. The British Code of Advertising, Sales Promotion and Direct Marketing has a specific section (section 49) targeting environmental claims.

Opposition to greenwashing re-enforces opposition to behaviours that may already have been banned by regulations or professional codes.

See also

Astroturfing

False advertising

Green brands

Green company

Green marketing

List of environmental issues

Pinkwashing

References

Further reading

Clegg, Brian. 2009. ''Eco-logic: Cutting Through the Greenwash: Truth, Lies and Saving the Planet''. London: Eden Project. ISBN 978-1-905811-25-0.

Greer, Jed, and Kenny Bruno. 1996. ''Greenwash: The Reality Behind Corporate Environmentalism''. Penang, Malaysia: Third World Network. ISBN 983-9747-16-9.

Lubbers, Eveline. 2002. ''Battling Big Business: Countering Greenwash, Infiltration, and Other Forms of Corporate Bullying''. Monroe, ME: Common Courage Press. ISBN 1-56751-224-0

Tokar, Brian. 1997. ''Earth for Sale: Reclaiming Ecology in the Age of Corporate Greenwash''. Boston: South End Press. ISBN 0-89608-558-9.

Dobin, D. (2009). Greenwashing harms entire movement. Lodging Hospitality, 65(14), 42. Retrieved from Business Source Premier database

(2009). Greenwashing culprits to be foiled ahead of business summit. European Environment & Packaging Law Weekly, (159), 28. Retrieved from GreenFILE database

Priesnitz, W. (2008). Greenwash: When the green is just veneer. Natural Life, (121), 14-16. Retrieved from GreenFILE database.

Catherine, P. (n.d). Eco-friendly labelling? It's a lot of 'greenwash'. Toronto Star (Canada), Retrieved from Newspaper Source database.

Jonathan, L. (n.d). Why 'greenwash' won't wash with consumers. Sunday Times, The, Retrieved from Newspaper Source database.

Jenny, D. (n.d). New reports put an end to greenwashing. Daily Telegraph, The (Sydney), Retrieved from Newspaper Source database.

External links

Green Business Views Is Your Green Certification Worthless?

Los Angeles Times

Roberts Environmental Center Accessed 5-29-09. Ratings of corporate sustainability claims.

Tools Of Greenwashing: Adverts - Article from The Unsuitablog, an anti-greenwashing blog

Beware of Greenwashing: Not All Environmental Claims are Meaningful - How to avoid being fooled

Questioning "corporate social responsibility" - Greenwashing article from London's Southern OnTrack magazine

Greenwashing in Popular Culture and Art

Are You Being Greenwashed? - the reality of Greenwashing in our society, documentary presented by George Monbiot.

What is Greenwashing, and Why is it a Problem?"

Footsie 100 Green Winners and Green Washers Survey

DuPont and Greenwash "An Examination of the Limits to DuPont's 'Sustainability' Commitments" by United Steelworkers Union 11/03/07

''Greenwashing and the corporate mind''.

CBC Radio. This link also provides the videos which accompany the radio show.">Streaming audio of a January 2011, radio program on the subject of Green Marketing/Greenwashing -- from Canada's public broadcasting radio, CBC Radio. This link also provides the videos which accompany the radio show.

Le Greenwashing, arme fatale de communication ou dogme écologique?

Category:Environmentalism Category:Green politics Category:Public relations terminology Category:Deception

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Name	Raphael Benjamin West
State senate	Tennessee
Term start	1949
Term end	1951
Order2	62nd
Office2	Mayor of Nashville
Term start2	1951
Term end2	1963
Predecessor2	Thomas Leon Cummings
Successor2	Beverly Briley
Office3	Vice Mayor of Nashville
Term start3	1946
Term end3	1949
Birth date	March 31, 1911
Birth place	Columbia, Tennessee
Death date	November 20, 1974
Resting place	Nashville City Cemetery
Party	Democrat
Spouse	Mary Humes Meadors
Children	Ben West Jr., Jay West
Alma mater	Cumberland Law School, Vanderbilt University }}

Raphael Benjamin West (March 31, 1911 – November 20, 1974) was mayor of Nashville, Tennessee from 1951-1963. West was born on March 31, 1911, in Columbia, Maury County, Tennessee the son of Martha Melissa (née Wilson) and her husband James Watt West.

Biography

West came to Nashville as a boy, when he was three years old his parents moved to a working-class neighborhood in Flat Rock, now known as the Woodbine district of Davidson County. Working his way through school, he attended Cumberland Law School and Vanderbilt University. In 1934 he began work as an assistant district attorney in Nashville. On August 31, 1935, West married Mary Humes Meadors. They were parents of two sons, Jay and Ben Jr. Jay West later became vice mayor of Nashville and Ben West Jr. is a democratic member of the Tennessee House of Representatives.

State senate

In 1943, West ran unsuccessfully for mayor of Nashville. Three years later, in 1946, he won election as vice-mayor of Nashville and then, in 1949, as state senator in the Tennessee Senate. In the Senate West introduced legislation that brought back single-member district elections, replacing the citywide election of Nashville's city council. This represented a major breakthrough for the rebirth of black voting power in city politics because it allowed minorities whose votes were concentrated in a few wards to carry elections they could not hope to win in citywide contests. This reform was also the key to West's political future, as he would depend heavily on the reemerging black voter whose political power, with the repeal of the poll tax and other voting restrictions and the movement of white voters to the suburbs, was increasing.

Mayor of Nashville

In 1951 West won election as mayor of Nashville, along with the first two African American councilmen in forty years. As mayor of Nashville West supported other voting reforms, particularly a campaign to reapportion rural and urban voting districts. West championed the cause of reapportionment in the landmark case ''Baker v. Carr,'' by which the U.S. Supreme Court ruled in favor of the “one man, one vote” principle. This ruling forced reapportionment of state legislatures and shifted power to woefully underrepresented cities. While mayor of Nashville, West presided over the Capitol Hill Redevelopment Project, which replaced a squalid slum and vice district surrounding the state capitol building with a green belt, parking lots, and new state office buildings. West's strong alliance with Nashville's black community also helped improve race relations and prepare the city for the challenge of the Civil Rights movement. At one critical moment during the sit-in demonstrations of 1960 protest marchers challenged West to take a stand against segregation. He did so, and the Nashville business community quickly agreed to desegregate department store lunch counters, making Nashville the first southern city to desegregate public facilities. With his base in the old inner city, West opposed the consolidation of city and county government in 1958 and 1963. He lost reelection as mayor of the new Metropolitan government in his 1963 contest with Beverly Briley. West retired to private life and died on November 20, 1974. He is buried in Nashville City Cemetery.

References

Staff report (November 22, 1974). BEN WEST IS DEAD; NASHVILLE MAYOR; Served From 1951 to 1963—Enforced Integration Enforced Integration. ''New York Times''

External links

Ben West via ''Tennessee Encyclopedia of History and Culture''

Category:1911 births Category:1974 deaths Category:Mayors of Nashville, Tennessee Category:Maury County, Tennessee