{"id":5459,"date":"2023-08-11T14:31:24","date_gmt":"2023-08-11T14:31:24","guid":{"rendered":"https:\/\/theapsgroup-com-prod.apsmos.com\/?post_type=innovation_hub&p=5459"},"modified":"2023-08-11T15:07:10","modified_gmt":"2023-08-11T15:07:10","slug":"unmasking-deceptive-greenwashing","status":"publish","type":"innovation_hub","link":"https:\/\/theapsgroup-com-prod.apsmos.com\/en-us\/innovation-hub\/unmasking-deceptive-greenwashing\/","title":{"rendered":"Unmasking deceptive greenwashing"},"content":{"rendered":"

Unmasking deceptive greenwashing<\/h1>\n\n\n\n\n
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What is greenwashing?\u00a0<\/strong><\/h3>\n

Greenwashing is the act of misleading consumers by making false or overstated environmental claims in hopes to win over the eco-conscious customer, while undermining authentic efforts towards sustainability. Untrustworthy claims made by greenwashing brands divert attention and resources away from authentic sustainable activities, creating a negative impact on both consumers and the environment.<\/span>\u00a0<\/span><\/p>\n

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Greenwashing.<\/p><\/div>\n

Consumer aware \u2013 company beware\u00a0<\/strong><\/h3>\n

Consumers are becoming ever more vigilant and critically analy<\/span>z<\/span>e environmental claims made by companies to avoid falling victim to greenwashing. They do this by being able to pinpoint vague terminology or lack of certifications to authenticate company claims.<\/span>\u00a0<\/span><\/p>\n

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Image of a man with a green smoke fog over his face.<\/p><\/div>\n


\nCompanies that actively pursue sustainability are more likely to be fully transparent with their customers and consumers by sharing and celebrating their efforts through data, recognized third-party certifications such as the Forest Stewardship Council (FSC) or EcoVadis, they are more likely to provide regular updates on their environmental goals, sharing and boasting of their achievements.<\/span>\u00a0<\/span>\u00a0<\/span><\/p>\n

Therefore, customers and consumers are becoming increasingly observant to the absence of transparency by brands and making more conscious decisions on where to shop. As the momentum behind greenwashing increases improved guidelines and procedures by governments and regulatory bodies are needed to hold dishonest businesses accountable.<\/span>\u00a0<\/span><\/p>\n

Most importantly for the customer and the environment, companies should be accountable for their corporate responsibility. They can do this by investing in eco-friendly initiatives and providing transparent, up-to-date, accurate information to consumers to help build consumer trust.\u00a0<\/span>\u00a0<\/span><\/p>\n

Companies that do this will enjoy the benefits of the genuine efforts of sustainability. This can be achieved by:<\/span>\u00a0<\/span><\/p>\n