Greenwashing is a form of climate action delay so deepening our understanding may be the first step to preventing it. Or at least being able to call it out. And that is exactly what financial think thank Planet Tracker has done. Its new report deciphers six types of greenwashing:
Greencrowding: hiding in a crowd of other ‘green’ (but vague) do-gooders but basically doing nothing new.
Greenlighting: spotlighting a particularly green feature of operations or products to draw attention away from environmentally damaging activities being conducted elsewhere. For example, the entire fossil fuel industry.
Greenshifting: implying that the consumer is at fault and shifting the blame to individuals not the company.
Greenlabelling: where marketers call something green or sustainable, but a closer examination reveals this to be misleading or sometimes completely false.
Greenrinsing: regularly changing ESG targets before they are achieved. this has been identified at Coca-Cola and PepsiCo, notes the report.
Greenhushing: refers to corporate management teams under-reporting or hiding their sustainability credentials to evade investor scrutiny.
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