What does it mean to be 'Environmentally Conscious' ?

Being environmentally conscious requires going beyond just an understanding of how to live sustainably, but also the ability to recognise when unsustainable practises are hidden behind an eco-friendly mask. This common practise is known as ‘greenwashing’ and involves duping consumers into believing that a company is more sustainable than it actually is. Greenwashing takes consumers’ attention away from changes that actually make a difference.

Companies use greenwashing in a number of ways, which consumers should look out for. These include making environmental claims which lack supporting evidence, or advertising items using vague language such as ‘green’ or ‘sustainable’ or aesthetic packaging, both of which include no explicit sustainability commitments. These all represent psychological tools for misleading customers. Equally important are statements which operate a ‘hidden trade-off’– highlighting the sustainable features of a product or company whilst ignoring other less green elements which may outweigh its positive impacts, such as scope 3 emissions. One example of this can be seem in the fashion industry, where the ever-increasing popularity of sustainable brands has led to several fast-fashion outlets launching eco-friendly collections or ranges, whilst failing to address environmental or ethical violations in their other supply chains. These companies’ fundamental business models are not changing, and initially drawing consumers into their websites through sustainability band wagoning makes them more likely to purchase other, less-sustainable items from the same company.

However, greenwashing is now becoming a legal issue in a way that it was not before. In 2021, the UK’s Competition and Markets Authority (CMA) announced plans to undertake a consultation by 16th July concerning companies that make environmental claims, with a view to updating how these claims are regulated under consumer protection law. According to a government spokesperson, the consultation forms a vital step towards the UK’s 2050 net-zero target. Among other elements, the CMA has outlined that environmental claims will have to be truthful, unambiguous, substantiated, take into consideration the full life cycle of a product, and not omit important information. Full details of the consultation can be found on the UK government website. The hope is that the move will have implications across other jurisdictions, encouraging other nations to take up similar approaches in the fight against greenwashing. Martin Kersh, Executive Director of the Foodservice Packaging Association, welcomed the potential of this new step, and said he hoped the plans would translate into “enforcement from day one so businesses know they will be punished for side-stepping the guidance.”

Enforcement does seems to be improving. In early 2020, oil corporation Eni, became the first company in Italy to be prosecuted for greenwashing, receiving a fine of €5 million. This was due to the company’s palm oil-based biodiesel which they claimed to be ‘green’ in marketing campaigns, despite the fact that palm oil has been linked to increased deforestation. The EU has planned to phase out the fuel by 2030. This demonstrates an example of vagueness in greenwashing, misleading consumers to believe that a so-called ‘green’ fuel is environmentally friendly.

To be environmentally conscious is not without challenges, especially when the growing visibility of climate has resulted in a plethora of green advertising, the hidden truth of which can be hard to uncover. With the results of the CMA consultation imminent, we must take care not to waste this key opportunity for change.

By Lily Clarke