Greenwashing/Slacktivism

(for dummies)

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BY NICOLAS DIAZ

GREENWASHING & SLACKTIVISM 101

Manual

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Bibliography

consumer

professional

citizen

personal

four dimensions, two problems

why will it work?

How to avoid these manipulations?

example 1- the myth of individual action

ideologies

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example 2- the illusion of bioplastics

Individuals embracing environmentally friendly gestures without genuine commitment

personal dimension

why will it work?

How to avoid these manipulations?

example 1- the trap of virtual activism

ideologies

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example 2- the illusion of symbolic gestures

When governments or civic institutions adopt symbolic environmental measures without implementing substantive policies.

citizen dimension

why will it work?

How to avoid these manipulations?

example 1- The Pitfall of Greenwashing

ideologies

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example 2- The Illusion of Corporate Social Responsibility

In the professional sphere, greenwashing is seen when businesses make deceptive environmental claims.

professional dimension

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why will it work?

How to avoid these manipulations?

example 1- The Myth of Eco-labels

ideologies

example 2- The Illusion of Consumer Choice

When companies employ misleading eco-friendly marketing without genuine sustainability efforts. Consumer slacktivism involves expressing support for environmental causes online without actively adopting eco-conscious behaviors in daily life.

consumer dimension

Are Governments at COP26 Guilty of “Greenwashing?” | CBS Insights. (n.d.-a). Leading.business.columbia.edu. https://leading.business.columbia.edu/features/are-governments-at-cop26-guilty-of-greenwashingHayes, A. (2023a, March 31). What Is Greenwashing? How It Works, Examples, and Statistics. Investopedia. https://www.investopedia.com/terms/g/greenwashing.aspIbbetson, R. (2020a, February 18). Jeff Bezos’ $10bn pledge to fight climate change is a “greenwash.” Mail Online. https://www.dailymail.co.uk/news/article-8015509/Jeff-Bezos-10bn-pledge-fight-climate-change-slammed-greenwash-critics.htmlLodewijckx, I. (2019a, June 10). “Slacktivism”: Legitimate Action or Just Lazy Liking? CitizenLab. https://www.citizenlab.co/blog/civic-engagement/slacktivism/Most common reasons of slacktivism and how to motivate people to take action offline. (2020a, April 5). CallHub. https://callhub.io/blog/advocacy/slacktivism-to-activism/Peel-Yates, V. (2021a, July 23). Greenwashing examples from 2020 & 2021 | Worst products & brands. The Sustainable Agency. https://thesustainableagency.com/blog/greenwashing-examples/Recycling plastics does not work, says Boris Johnson. (2021a, October 25). BBC News. https://www.bbc.com/news/uk-59039155TikTok user accuses Starbucks of “greenwashing” with reusable cups. (2022a, May 20). The Independent. https://www.independent.co.uk/climate-change/news/tiktok-plastic-starbucks-greenwashing-b2084100.html

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Bibliography

• Attend town hall meetings and ask about candidates' environmental agendas.
• Highlight successful cases where local communities have driven positive change.

Actions taken to move from slacktivism and avoiding greenwashing

to-do list:

• Informed Voting: Research candidates' environmental policies before voting.
• Local Engagement: Participate in community-led initiatives focused on sustainability.

Market-based solutions, which emphasize technological fixes over systemic changes, to promote bioplastics as a solution to plastic pollution without considering their full environmental impact.

ideologies & intentions

Consumers challenging greenwashing can drive transparency by researching products, verifying eco-labels, and supporting ethical companies. Embracing minimalism promotes sustainability by opting for quality over quantity, reducing overall consumption and encouraging businesses to prioritize durability. Informed and mindful consumer choices collectively influence the market, fostering demand for genuinely sustainable products and motivating businesses to adopt environmentally friendly practices.

why is the proposal effective?

• Encourage employees to actively participate in external environmental projects.
• Source office supplies and products from sustainable vendors.

Actions taken to move from slacktivism and avoiding greenwashing

to-do list:

• Sustainable Workplace Practices: Introduce recycling programs, energy-efficient measures, and green commuting.
• Environmental Education: Train employees on sustainable practices and their impact.

The production of some bioplastics can have negative environmental consequences, such as deforestation or water pollution.Bioplastics may not always degrade completely or biodegrade in landfills, contributing to microplastic pollution.The focus on bioplastics can distract from the need to reduce overall plastic consumption and promote reusable alternatives.

wh y

e.g Market-based solutions, which emphasize technological fixes over systemic changes like substituting red cups in a party to Earth cups

The belief that bioplastics are always an environmentally friendly alternative to conventional plastics.

the illusion of bioplastics

To capitalize on the growing consumer demand for sustainable products and services without genuinely committing to environmental responsibility. Profit maximization, which prioritizes financial gains over environmental sustainability.

ideologies & intentions

To encourage superficial engagement without requiring real-world action or commitment. Slacktivism, which emphasizes performative activism over meaningful engagement.

ideologies & intentions

Implementing sustainable workplace practices not only enhances a company's credibility and employee engagement but also yields cost savings and compliance with regulations. Environmental education empowers the workforce, fostering responsible behavior and reducing the risk of negative publicity. Prioritizing sustainability aligns businesses with consumer preferences, driving innovation and ensuring long-term viability.

why is the proposal effective?

Market-based solutions, which emphasize individual consumer choices over systemic changes. To simplify consumer choices and promote the perception of sustainability without rigorous scrutiny of environmental claims. Individualism, which prioritizes personal choices over collective responsibility.

ideologies & intentions

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Greenwashing can erode consumer trust in environmentally conscious products and initiatives.Misleading consumers about environmental practices can lead to misguided choices and hinder genuine progress toward sustainability.Greenwashing diverts attention from the need for systemic changes and individual accountability in the business sector.

e.g. Volkswagen marketed its diesel vehicles as environmentally friendly, claiming they had lower carbon dioxide emissions and better fuel efficiency. However, in 2015, it was revealed that Volkswagen had installed software in their vehicles that manipulated emissions tests

The practice of misleading consumers about a company's environmental practices to gain an unfair competitive advantage.

The Pitfall of Greenwashing

Relying solely on symbolic gestures can divert attention from the need for systemic changes and individual accountability.Symbolic actions may not effectively pressure corporations or governments to adopt sustainable practices.

wh y

e.g At the end of the U.N. Climate Change Conference’s, Swedish climate activist Greta Thunberg stood on the streets of Glasgow:“This is no longer a climate conference,” she said of the convening. “This is a Global North greenwash festival.”

The belief that symbolic actions, such as participating in environmental marches or wearing eco-friendly apparel, are sufficient to address environmental issues. To create the perception of engagement without requiring significant lifestyle changes or commitment.

the illusion on symbolic gestures

Focusing solely on individual consumer choices may overlook the need for systemic reforms and policy changes.Individual consumer actions, while important, may not be sufficient to address the scale and complexity of environmental challenges.Emphasizing consumer choice can diminish the role of corporations and governments in addressing environmental issues.

wh y

e.g Starbucks promoting their reusable cups: “Brought my own tumbler to Starbucks, they made the drink in the normal plastic cup and transfered (sic) the coffee into my tumbler, and threw the plastic cup in the trash,”

The belief that individual consumer choices, without broader systemic changes, can effectively address environmental issues.

The Illusion of Consumer Choice

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Eco-labels may not always represent the most comprehensive or accurate assessment of a product's environmental impact.Relying solely on eco-labels can limit consumers' understanding of the complex factors that contribute to a product's sustainability.Eco-labels may be susceptible to greenwashing practices, misleading consumers about the true environmental attributes of a product.

e.g. Windex was called out for making misleading claims about its plastic packaging. They claimed that their bottles were made from 100% recycled ocean plastic, but in reality, the plastic came from recycled plastic that was never in the ocean.

The belief that eco-labels or certifications guarantee a product's environmental sustainability.

The Myth of Eco-labels

Relying solely on symbolic gestures can divert attention from the need for systemic changes and individual accountability.Symbolic actions may not effectively pressure corporations or governments to adopt sustainable practices.

wh y

e.g Jeff Bezos' $10bn pledge to fight climate change is slammed as a 'greenwash' by critics who say Amazon pumps out massive amounts of carbon AND avoids hundreds of millions in tax

The belief that engaging in CSR initiatives, such as donating to environmental causes or promoting diversity and inclusion, is sufficient to address the company's broader environmental impact.

The Illusion of Corporate Social Responsibility

• Invest in reusable water bottles, bags, and containers.
• Research brands sustainability initiatives, certifications, and ethical sourcing.

Actions taken to move from slacktivism and avoiding greenwashing

to-do list:

• Reduce Single-Use Plastics: Swap disposable items with reusable alternatives.Support Sustainable
• Brands: Choose products from companies with transparent eco-friendly practices.

Political Accountability: Being informed about candidates helps hold them accountable for their environmental promises. Preventing Greenwashing: Active involvement in local environmental groups prevents deceptive environmental claims by promoting transparency. Community Engagement: Supporting local initiatives fosters a sense of community and strengthens the impact of environmental efforts.

why is the proposal effective?

• Encourage a 'circular economy' mindset – repair, reuse, and recycle.
• Promote awareness about the environmental impact of fast fashion and single-use items.
• Use apps that provide information on a product's environmental impact.

Actions taken to move from slacktivism and avoiding greenwashing

to-do list:

• Informed Purchasing Decisions: Research products, verify eco-labels, and support ethical companies.
• Embrace Minimalism: Opt for quality over quantity, reducing overall consumption.

wh y

Virtual activism often lacks the necessary depth and understanding of complex environmental issues.Engaging solely in online activism can lead to a sense of fulfillment without translating into tangible change.Virtual activism may not effectively pressure decision-makers or mobilize communities for collective action.

e.g Online Petitions are meaningless to government.

The belief that engaging in online activism, such as sharing social media posts or signing petitions, is sufficient to address environmental issues.

the trap of virtual activism

This proposal's effectiveness lies in its simplicity and dual focus. By advocating for the replacement of disposable items with reusable alternatives, it directly tackles the issue of single-use plastics, reducing environmental impact. Simultaneously, the call to support sustainable brands ensures a broader shift towards eco-friendly practices, fostering transparency in manufacturing. This combined approach holds promise for cultivating a more sustainable consumer culture while avoiding greenwashing and slacktivism.

why is the proposal effective?

wh y

Focus on individual action distracts from the need for large-scale systemic changes. Individual actions are often insufficient to address the magnitude of the climate crisis. Relying solely on individual action can lead to feelings of helplessness and inaction.

e.g Boris Johnson saying Recycling plastic materials "doesn't work" and "is not the answer" to threats to global oceans and marine wildlife, Boris Johnson has said.

The belief that individual actions, such as recycling or using less plastic, are insignificant in the face of climate change.

the myth of individual action