The two types of Greenwashing - decoupling and attention deflection, what are they?
Greenwashing is a term used to describe the act of making false or misleading claims about the environmental benefits of a product, service, or company. It is a form of corporate spin that is intended to mislead consumers into believing that a company or product is more environmentally friendly than it actually is.
There are many ways that companies can engage in greenwashing. For example, they may use vague or meaningless buzzwords and slogans, such as "natural", "green" or "sustainable" without providing any substantive information about their environmental practices. They may also make grand statements about their commitment to sustainability, but without any concrete plans or actions to back them up. Companies may also highlight a single environmentally friendly aspect of their product or service, while ignoring other negative impacts. According to Siano et al (2016), there are two main types of greenwashing identified in the literature: decoupling and attention deflection.
Decoupling
Decoupling is a term used to describe a disconnect between companies' actions and their stated commitment to sustainability. It occurs when organizations present themselves as meeting stakeholders' expectations for action on sustainability, but do not actually make any changes in their practices. This can take a variety of forms, including:
#1 Joining voluntary sustainability initiatives established by NGOs in order to gain credibility by association. These initiatives may involve making public commitments to sustainability, but without any accompanying changes in behavior.
#2 The promotion of empty green claims and policies. Companies may make grand statements about their commitment to sustainability, but without any concrete plans or actions to back them up. These empty promises can be used to give the appearance of action, without actually making any real changes.
#3 The "sin of fibbing", or making false claims and statements. Companies may make false claims about their sustainability efforts in order to improve their reputation or gain a competitive advantage.
Attention Deflection
In addition to decoupling, companies may also engage in attention deflection, which refers to efforts to hide unsustainable practices from stakeholder attention. This can include:
#4 Preparing selective and inaccurate disclosures. Companies may only disclose certain aspects of their operations, leaving out information about unsustainable practices that they would prefer not to be widely known.
#5 Making incomplete comparisons with other products and services. Companies may compare their own practices to those of their competitors, but only in ways that make their own practices look more favorable.
#6 Using vague and irrelevant statements. Companies may use language that is intentionally vague or unrelated to the topic at hand in order to distract from unsustainable practices.
#7 Deploying misleading texts and/or imagery. Companies may use visual aids or written materials that are misleading or inaccurate in order to present a more favorable image.
At the extreme, companies may even engage in fraud in order to gain accreditation or certifications that demonstrate their commitment to sustainability. This can involve falsifying information or hiding negative information in order to meet the requirements for the accreditation.
The use of decoupling and attention deflection tactics can be harmful for a variety of reasons. For one, it undermines trust in companies and their commitment to sustainability. If companies are not transparent about their practices, stakeholders may lose confidence in their ability to deliver on their promises. In addition, these tactics can prevent genuine progress from being made on sustainability issues. If companies are not held accountable for their actions, they may have little incentive to actually change their practices.
Furthermore, decoupling and attention deflection can contribute to a lack of transparency and accountability within the business world, making it difficult for stakeholders to accurately assess the sustainability of different products and services. This can create a situation in which companies that are genuinely committed to sustainability are at a disadvantage, as they may be overshadowed by companies that are engaging in these tactics.
It is important for companies to be transparent and accountable in their sustainability efforts. This can involve making concrete plans and taking real actions to address sustainability issues, rather than relying on empty promises or misleading statements. It can also involve providing accurate and complete information about their practices, rather than hiding negative information or making selective disclosures. By doing so, companies can build trust with their stakeholders and contribute to real progress on sustainability issues.
What consumers, like you and me, can do?
Believe me, I am eager more than anyone to figure it out since I knew the word - sustainability. So based on my experiences, there are several things that consumers can do to avoid being duped by greenwashing; of course, it may take more time to do shopping (because you need to look it up for more info), but I think still worth it if you really care the impact you are going to make (maybe this is a perfect excuse to spend your money wisely instead impulse buying):
#1 Look for third-party certifications: Look for products that have been certified by an independent organization, such as the Environmental Protection Agency's Energy Star program or the Forest Stewardship Council. These certifications can provide assurance that a product has been independently verified as being environmentally friendly.
#2 Research the company: Look beyond just the product and research the company's overall environmental record. Are they transparent about their practices? Do they have a history of making false or misleading claims?
#3 Check the fine print: Don't be fooled by flashy labels or slogans. Make sure to read the fine print and understand exactly what a company is claiming.
#4 Don't be swayed by "green" buzzwords: Companies may use words like "natural," "organic," or "sustainable" to make their products sound environmentally friendly. Don't be swayed by these buzzwords - look for specific, verifiable claims.
#5 Consider the full life-cycle of the product: Consider the environmental impact of a product not just during its use, but also during its production, transportation, and disposal.
#6 Seek out alternative products: If you are unable to find enough information about a product's environmental impact, consider looking for alternatives. There may be other products on the market that are more transparent about their environmental impact.
#7 Share your concerns: If you believe a company is engaging in greenwashing, let them know. Companies are more likely to change their practices if they know that consumers are paying attention and are concerned about their environmental record.
by ESG Advocate Chen Chung Tan
7th Jan 2023
