Greenwashing Presentation

Greenwashing

Presented by Axelle Collet and Lucas Beyer

Summary

Definition

Examples

Other Methods

Solutions

Definition

• Highlight the progess in sustainable development
• Abuse the ecological argument in communication
• Discourse doesn't match the catch
• Companies are profit seekers

How to recognize greenwashing and differentiate it from a real ecological effort on production and marketing ?

Why greenwashing is a problem ?

• Customers are losing trust in brands

• Affects the sales of some companies
• Less impactful communication

Examples

H&M Conscious

H&M Conscious

• Products are supposed to be made with 50% of sustainable sources
• Problems: industrial process, carbon emissions, costs, ...
• Not enough for carbon footprint

Number of stores

between 2011 and 2018

Yves Rocher

• Famous cosmetic brand
• Present itself as the "Creator of plant-based cosmetics"
• Nature seems to be at the heart of their values

Intense Hydration Mask

• phenoxyethanol
• silicone
• plastic
• polyethylene glycol
• ...

Pure Chamomille Cream

• Silicones
• Parabens
• Allergenic fragances
• ...

Solutions to fight against greenwashing

• the ADEME and the ARP : limit the abusive green arguments
• Friends of the Earth : Pinocchio Award
• Companies CSR
• ...

Other Methods

Green Marketing

A communication tool

• Green color
• Visuals
• Lexical field

Social Washing

Thanks for your attention !