How does ‘greenwashing’ affect socially involved companies (social enterprises)?

[Ellie G]

Green-washing is a term describing the deceptive use of green PR or green marketing in order to promote a misleading perception that a company's policies or products are environmentally friendly. According to experts the mass ‘’green’’ branding of products is the result of marketers rushing to respond to consumers' desire for greener sustainable goods and services.

I am interested in different people's opinion on the issue - if companies who 'greenwashed' their products/services in order to improve their image, would affect your opinion about other companies that are in the business of producing and marketing genuine green and sustainable goods and/or are socially involved. Starting a debate is part of my assignment, so any feedback and contributions would be welcome.

Thank you in advance.

[Jerry]

As a professional with some experience in the marketing-communication industry, when it comes to the green products/services and promoting them to the public, I normally try to persuade clients to either do it all the way and be truthful to the cause, or not do it at all, because if the customer finds out they have been deceived, they will not only stop buying the company's products/service, but will be unresponsive to any future campaigns and claims by the organization that had 'greenwashed' in the past.

[Eva]

I agree with Jerry, If I find out that a company has used green PR deceptively, I would think twice about buying products from it again. And since, most people who want to eat organic and be environmentally friendly truly believe in the cause and this way of life, they would probably turn their back on such a company in most cases.

[Emiliya Y]

I think in most cases it is pretty stupid to use green marketing to promote your products which are not green. Most people nowadays already have found their own way to identify which products are green and which are not. Thus if I as a brand start to claim I am green out of the nothing (like most brands did), It will be pretty stupid.
But on the other hand I guess that there are brands that are striving to be green, but due to the lack of technology and research, they cannot state 100% sustainable product. SO i think in this case they can claim being green.

[Roy]

I just read this discussion, and I think anyone that is interested in this kind of theory should look at this website:

http://www.futerra.co.uk/downloads/Greenwash_Guide.pdf

I have done some research on the topic myself, and I strongly feel that everyone (professionally involved or otherwise) should be aware of the information in this guide.

It includes the 'ten signs of greenwash', which is a very proper indicator on how to spot a company that does not fit the bill, even though they try to make consumers and stakeholders believe they do. It also includes some other research and background on the greenwash issue.

Be sure to check it out, it is actually quite a fun read if you are interested!