Infografía Vibrant

(ESG Innova Group, 2022)

What can we do to change?

a) We must inform ourselves about the companies and what they are really trying to say. b) Have a clear understanding of the company's environmental impact. c) The information provided by companies must be verified and have evidence that supports it. d) We must be activists instead of slaktivists. e) We must consume responsibly and understand what we are consuming and the impact this has on the world. f) Help inform, have truthful information and communicate it, start by making the most basic changes in your house and help your neighbors do them. g) Question your daily actions, what you use, what you buy and how this will contribute to climate change.

The person has been emotionally manipulated to carry out a symbolic action that benefits the visibility of the organization more than the cause itself. In reality, its action does not generate a concrete impact on the affected children.

Reality

The person feels satisfied with their "contribution", thinking that they have helped.

Expectation

The person shares the content, feeling like they are making a difference, but doesn't donate money or take additional actions, which are what would really help.

The person is being manipulated to choose a product that is not as ecological as it seems, indirectly contributing to unsustainable practices.

Reality

The person, concerned about making a change in their personal life, decides to buy this car thinking that they are making a positive difference.

Expectation

An organization launches a viral campaign on social networks to raise funds to combat child poverty.

Share a post on social media

The company does not mention that the manufacturing process uses highly polluting practices or that the reduction in emissions is negligible compared to other alternatives.

Green vehicle campaigns

Campaign example

Post example

PERSONAL DIMENSION

What can we do to change?

a) Correctly choose our political leaders taking into account their green projects. b) Help communities that do not have access to true information. c) Inform as many people as you can and teach them to make a change, if we all help we generate a greater impact. d) Help the small campaigns in our town grow and help them improve. Buy local products. e) Create new projects with your neighbors to make your home more ecological. f) Learn to listen and understand what the government wants to convey so that as a community you can help. g) Save as much energy as possible. (ONU, 2023)

"What we do to the people, we do to the planet. What we do to the planet, we do to the people."- Cory Ames, 2023.

Citizens, believing that "recycling" is enough, continue to consume single-use plastics in large quantities, without questioning the need to reduce consumption or advocate for stricter regulations on plastic production.

Consequence:

While the government continues to prioritize policies that harm the environment, this creates a false sense of progress and diverts attention from structural problems that require deeper solutions.

They believe that the government is proposing these actions as a tangible step towards sustainability.

What is really happening:

What citizens perceive?

In several countries, governments have implemented programs that emphasize recycling as a key solution for waste management, without focusing sufficiently on reducing the production of plastics and other single-use materials.

Incentives for recycling without waste reduction

The government inaugurates large "green infrastructure" projects, such as urban parks or cycle paths, promoting them as significant steps towards sustainability. These investments are minimal compared to the budget allocated to more polluting projects, such as the construction of new highways or subsidies for fossil fuels.

Green infrastructures with low real impact

CITIZEN DIMENSION

What can we do to change?

a) Don't fake your green credentials, If you are not certified or labeled by an organization, do not label your products as green. b) Use specific terms that describe your sustainable actions and achievements. Back up your claims with data and concrete facts that give the full context of your sustainability strategy. This will assure people that your information is true. c) Give your profession a twist so you can continue doing what you love and helping the environment. d) Make sure you understand what is happening so you can find a solution that is familiar to your profession. e) Create campaigns in which people can help beyond uploading a post on Instagram. f) Help your coworkers understand the situation and create change, this can help the company to grow green. g) Try to ensure that your new projects use the least amount of unsustainable materials and create a way in which these can help us have a better future. Come up with plans so that your company pollutes and generates the least amount of garbage possible. h) Divide the trash inside your office. (Hernandez, 2023)

We are being manipulated into thinking that by purchasing these products we are helping the environment

We are eating these chemicals.

An advertiser creates a campaign for a fashion company launching a "sustainable" line using phrases like "made with recycled materials." However, most products in the line contain only a small percentage of recycled materials and there is no transparency about the environmental impact of the manufacturing process. creates a false perception

An advertiser who designs deceptive marketing campaigns

A farmer uses large amounts of chemical fertilizers and pesticides on his crops to maximize production. Although these products improve short-term performance, they are not a good solution. Applied pesticides can be carried by wind or rain, affecting nearby ecosystems, such as forests and protected areas. Furthermore, prolonged use of these chemicals can degrade soil quality, making it less fertile and forcing the farmer to rely even more on synthetic inputs.

A farmer who uses agrochemicals excessively

PROFESSIONAL DIMENSION

What can we do to change?

a) Look for labels backed by rigorous standards and independent verifications like the Global Organic Textile Standard (GOTS) for organic fibers. (Git, 2024) b) Wear second-hand clothes and avoid excessive consumerism. (Git, 2024) c) Use metal water bottles or other materiales either than plastic. (Git, 2024) d) Identify credible social movements and support them, also just don't support them only online. (Córdoba, 2017) e) Be persistent in a movement to make real change, and help to be the change. (Córdoba, 2017) f) Support small brands that are not making massive productions. g) Help educate other people so we can all make the change together. h) Stay informed so that you have the correct information and do not fall for false information.

Greenwashing gives them a wrong perception of the brand, encouraging impulsive purchasing and immoralizing a consumption system that does not resolve the environmental impact of the fashion industry.

Consumers buy clothing from this line thinking they are supporting ethical and responsible practices.

A clothing brand launches a "green" line made with recycled materials or "organic" cottons. However, this line represents only a small part of its total production, while the rest of its operations continue to use polluting materials, questionable labor practices and a business model based on fast fashion, which is intrinsically unsustainable.

This reinforces unsustainable consumption habits and diverts attention from more effective alternatives, such as the use of reusable bottles.

It is better to stop consuming plastic and use other options

Consumers buy these bottles thinking they are making a responsible choice.

"Sustainable" fashion products

Campaign claiming that their bottles are "100% recyclable" or made with "recycled plastic." Although this seems like a sustainable solution, the majority of these bottles are not recycled due to problems in the recycling systems. Furthermore, the production of recycled plastic continues to generate significant emissions and perpetuates the consumption of single-use packaging.

Plastic bottles labeled "eco-friendly"

CONSUMER DIMENSION

Córdoba, A. M. (2017). El slacktivismo como recurso de movilización en redes sociales: el caso de #BringBackOurGirls. Scielo. https://www.scielo.org.mx/scielo.php?script=sci_arttext&pid=S0188-252X2017000300239 ESG Innova Group. (2022, noviembre 14). ¿Cómo evitar el greenwashing? ESG Innova group. https://www.nueva-iso-14001.com/2022/11/como-evitar-el-greenwashing/ Git, A. (2024, junio 6). La falsa sostenibilidad de la moda: Desafiando el greenwashing. Sumissura. Retrieved noviembre 20, 2024, from https://www.sumissura.com/es-mx/blog/greenwashing Hernandez, D. (2023). 10 Mandamientos para evitar el Greenwashing: Guía para empresas y departamentos de marketing. earth university. https://earthuniversity.edu.mx/10-mandamientos-para-evitar-el-greenwashing/ ONU. (2023). 10 maneras en que puedes ayudar a combatir la crisis climática. ONU programa para el medio ambiente. https://www.unep.org/es/noticias-y-reportajes/reportajes/10-maneras-en-que-puedes-ayudar-combatir-la-crisis-climatica

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