Why McDonald’s, BP, Coca-Cola, and Other Major Brands Keep Getting Accused of Greenwashing |
Why McDonald’s, BP, Coca-Cola, and Other Major Brands Keep Getting Accused of Greenwashing
There’s often a sizable gap between companies’ environmental claims and their actual practices.
EXPERT OPINION BY PETER ECONOMY, THE LEADERSHIP GUY @BIZZWRITER
Illustration: Inc.; Photo: Getty Images
Walk down the aisles of any store these days, and you’ll see a similar message. Companies want you to know they’re “saving the planet.” From clothes to cleaning supplies to hand soap bottles, you’ll find slogans boasting that products are “sustainable,” “planet friendly,” or “eco-conscious.”
The real question is: Are they really doing that?
Greenwashing is when a company’s public presentation of environmental responsibility doesn’t match up with its actual efforts, or lack thereof. Sometimes it’s due to exaggerated claims. Other times, companies use vague language that sounds good in commercials but doesn’t tell consumers much about their practices.
Big brand names are frequently involved.
Many big brands have been accused of greenwashing in their effort to tap into consumers’ desire to have a positive impact on Earth. For example, global fashion giant H&M created a “Conscious Collection” of clothing, advertised as the brand’s “more sustainable option.” However, critics argued that it’s difficult, if not impossible, for a company selling cheap, trendy clothes to counter the negative environmental effects of producing such high volumes.
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Spain-based Zara started a “Join Life” program that, according to the company, “represents a process of continuous improvement, of constantly questioning ourselves what we should be doing to advance to a more sustainable model.” Yet some customers have said it gives the false impression that Zara is doing more than it is.
Oil companies may be greenwashing more than anyone.
In 2001, global oil giant BP changed its name to Beyond Petroleum, proudly announcing its green ambitions for all the world to see. Yet at the height of its PR campaign, just a small fraction of BP’s revenue was from renewable sources. In 2010, after large oil spills in Alaska and the Gulf of Mexico, the Beyond Petroleum name was abandoned and the company was renamed BP.
In addition, Royal Dutch Shell and ExxonMobil have run commercials advertising investments in renewable energy projects that account for just a fraction of their spending. Is this greenwashing? You can decide for yourself.