Greenwashing vs Green Marketing: How to differentiate

Green marketing is a widespread technique used by firms of all sectors and sizes. As customers environmental concerns grow, businesses have begun to adopt sustainable practices to appeal to their target market. Some businesses misuse this strategy and make false claims or exaggerate them to be more appealing to their consumers. Customers are becoming increasingly suspicious of companies that do not back up their sustainability promises, as greenwashing has become more common.

What is greenwashing, and how can you spot it?

Greenwashing occurs when companies exaggerate or claim to be sustainable, even though their activities or products may contradict this. Greenwashing is not explicitly illegal in most countries. In Canada, the federal Competition Act prohibits greenwashing as it can be a form of deceptive marketing; many other countries have similar prohibitions and laws. The greenwashing of companies can look like this:

  • Claiming to be on track with reducing company emissions when there is no actual plan implemented.
  • Using words like ‘green’, 'clean', or ‘eco-friendly’ to promote a product with no support for the pledge.

The best way to spot greenwashing is to do research on the company making the sustainability claim. Companies that greenwash use vague and non-transparent comments about their products or operations without any proof to support them.

At Borrum Energy Solutions, we live up to our sustainability claims; we are honest and transparent. We offer Anorra home wind turbines to tiny homeowners, rural dwellers, and cottage owners that can help reduce greenhouse gas emissions.

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