What is greenwashing?

“Environmentally friendly”, “sustainable”, “ethical” and “climate neutral” are words that are stuck to everything from toothbrushes to cars. We obviously want to make sustainable choices when we shop, but claims about sustainability don’t always live up to their promises.

Accessibility icon What is greenwashing?

Shopping with a clean conscience

You find a pair of trousers that you really want. They are perfect. You think that they will make you happy. At the same time, you know that you already have eight other pairs of trousers in your wardrobe, and that this purchase will damage the environment, the climate and play a part in world poverty. But, look – the trousers are labelled “organic and ethically produced cotton” – this means there is no reason to worry, right?

Jente som sitter i sofaen og holder en jeans hun har pakket opp og kjøpt på nettet
Jente som sitter i sofaen og holder en jeans hun har pakket opp og kjøpt på nettet

Green is popular

The so-called “green shift” is explained by a general change in a more environmentally friendly direction based on the UN’s “Sustainable Development Goals”. People want to be more aware as consumers. We want to choose products that don’t destroy the climate or cause more poverty in the world. The business world, which lives off our consumption, has also caught on to this green shift. ‘Green alternatives’ are now being sold like never before.

Why? Well, because sustainability sells, and as consumers we want to make good choices.

What is sustainable development?

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Flere klær som henger på en stang og en lapp som leser 100% organisk
Flere klær som henger på en stang og en lapp som leser 100% organisk

How environmentally and climate friendly are the products we buy?

Research shows that unclear, exaggerated or incorrect claims about sustainability are a widespread problem throughout Europe, including in Norway. We have strict marketing laws which state that it is illegal to deceive the consumer.

Businesses have taken many green measures, but they must be able to document exactly what makes the product environmentally friendly, otherwise it is just empty words. This can also be referred to as “greenwashing”, which we will see some examples of here.

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Tre barn som bærer handleposer hjem
Tre barn som bærer handleposer hjem

Clothes

According to a UN report, the clothing industry is only outdone by the oil industry in terms of yearly spillage, measured as a percentage. Additionally, there are other environmental problems such as the release of microfibers and toxins. So-called “fast fashion” is a climate disaster, but the industry has apparently taken action. Many clothes are now labelled “conscious”, “let’s clean up”, “sustainable” and “recycled”. Unfortunately this is often only to trick consumers into buying more clothes and feel less guilty.

Masse fargerike klær på stativ og liggende på gulvet
Masse fargerike klær på stativ og liggende på gulvet

Fast food

Fast food chains are a major source of littering in nature. A sad trail of trash is left in ditches and pavements almost everywhere. Plastic in the ocean is a well-documented problem. Some burger chains quickly sensed consumers’ commitment a while ago and decided to stop using plastic straws. That is, before plastic packaging was banned. An admirable initiative and a step forward, but a small step considering the enormous amounts of throwaway packaging that the industry produces and consumes, and ultimately burdens the planet with.

Engangskrus med lokk og sugerør som ligger på bakken
Engangskrus med lokk og sugerør som ligger på bakken

Meat

Some time ago it was discovered that pork producers in Norway were selling pork from pigs that were badly treated. Images of the pigs suffering caused strong reactions. Afterwards large campaigns started, in which the producers promised consumers that the animals had “lived a happy life” without mentioning any specific measures to clean up the scandal. This is a form of greenwashing as the manufacturer tricked consumers and pleaded to our wish for the animals to have had a good and happy life.

Fire griser som kikker ut bak et gjerde
Fire griser som kikker ut bak et gjerde

Flying

Air transport makes up for the largest spillage of greenhouse gases. Cheap travel by plane is a big reason behind this. So when the airlines selling cheap flights advertise that they are climate-friendly and “green”, it becomes difficult to take them seriously. They are taking advantage of our climate conscience, and it is a classic form of greenwashing.

Passasjerfly som tar av i solnedgang
Passasjerfly som tar av i solnedgang

Oil

Oil is a fossil fuel and one of the main problems when we talk about the climate and the environment. Still, the industry has thrown itself on the green bandwagon. The newest Norwegian oil fields “have one of the lowest CO2 spillage from production in the world”, since the platforms are powered by hydropower from land.

That is all well and good, but it doesn’t help much when the oil itself, which is being pumped up at a big pace, is among the biggest reasons why the world’s climate scientists are shouting loudly about the climate crisis. This is the strange thing about Norway’s contribution to the fight on climate change. We may be part of the problem and the solution at the same time.

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Oljeplatform med vindmøller rundt
Oljeplatform med vindmøller rundt

Many do a lot of good

The industries that we have mentioned above also contribute positively to the green shift. The clothing industry, for example, has started to focus more on reusable and climate friendly textiles in a short period of time. Fast food chains do not use plastic straws, but cardboard straws instead – a huge step forward considering how many of these end up in the environment. Many of these changes have happened due to new laws and regulations. Climate and sustainability are about to take control of how we should behave as consumers.

Mange papirsugerør i et glass
Mange papirsugerør i et glass

Everyone can become more aware

Being climate conscious, green, sustainable and organic is popular, and this is a good thing. But if these words become labels without content, they lose their meaning and power. 

All our actions as consumers have an impact. Nobody can do everything right all the time and live a fully climate-neutral life, but everyone can do something, and what you do is important.

The UN’s Sustainable Development Goals challenge you!

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Grønn hånd som holder et tre ved tørr jord og trestubber
Grønn hånd som holder et tre ved tørr jord og trestubber

Sources:

  • FN-sambandet (24. august 2021): FNs rapport: En alarm for menneskeheten.
    https://www.fn.no/nyheter/fns-klimarapport-en-alarm-for-menneskeheten

 

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Media rigths:

    1. Getty Images
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    3. FN-sambandet Norge – YouTube
    4. Getty Images
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    6. Getty Images
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    8. Getty Images
    9. Getty Images
    10. Getty Images
    11. Getty Images
    12. The Global Goals – YouTube