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Introducing… The Opposite of Greenwashing
8In the world of sustainability, we know to be wary of greenwashing, which the watchdog group CorpWatch defines as “disinformation disseminated by an organization so as to present an environmentally responsible public image.” It’s “talking the talk” without “walking the walk.”
Starting today, greenwashing has an opposite term.
Introducing… the equally challenging condition I have coined “greenblushing,” which I define as “limited or no information disseminated by an organization so as to understate or ignore its commitment to and actions on environmental responsibility.” It’s walking the walk but being too unsure and shy to talk the talk.
How big of a problem is it? Right now, probably more so than greenwashing. While warranted in some cases, the attack on greenwashing has had a chilling effect on proactive, successful companies, who are now wary of telling their sustainability stories.
What are some symptoms of greenblushing?
1. Believing you need “all the answers” before you can talk about your progress and the ongoing journey
2. Being reluctant to talk about your sustainability activities, even when asked to or recognized by outside parties
3. Downplaying your achievements internally, which can be very de-motivating
4. Afraid to bring it up with customers in case they’re ahead of you or not particularly interested
5. Always assuming there’s more risk than reward in talking about your sustainability activities
6. And, finally, feeling that what you’re doing is “not that special,” when, in fact, others could learn a lot from your ideas
You’ve been warned before about greenwashing, but beware of the other extreme, greenblushing.
The Conversation
Cindy Saylor on October 26, 2009
David Madcharo on October 26, 2009
Could companies be downplaying their achievements because they are afraid of the response from the “green” media? This is what may be behind sympton 1. Promoting successes may leave them open to accusations of greenwashing as groups point to all the work still to be done.
Gregg LaBar on October 26, 2009
So how do we strike the balance between greenwashing and greenblushing? It’s the Goldilocks dilemma - how do companines find what’s “just right”?
Helen Driscoll on October 26, 2009
Oh boy. I’m dealing with this now. We started our company 15 years ago —specifically to work with alternative fiber papers, 100% post consumer recycled papers and eco printing. I saw so many good companies go bankrupt in the late 1990’s because they only focused on the environmental features of their products. They went after the mainstream market and got creamed, or they didn’t make their product “sexy”. It was a cautionary tale. (the tech boom killed the last fledgling eco movement in the late 1990’s. Everyone got bratty.)
So, we decided to reframe our mission statement, and only focus on customer benefits, sexy designs and beauty. We didn’t include eco in our branding. Got through the next 7 years just fine. However, now we are forced to brag about the greenness of our products and services. (as well as company policies) Which has been our root vision and mission. We know a great deal about our materials, how to create a sustainable paper industry, how to choose which material to use (archival hemp paper for books, 100% post recycled for bathroom tissue, for example)—but the entire marketplace is so noisy and filled with newbies, and half-informed enthusiasts, that I sometimes feel like just shutting up about it. Probably half our customers don’t give a damn about the eco aspects of our materials, they want our designs because the colors totally match their event.
But, that is what we want the marketplace to be, eventually: sustainable products chosen because they are superior in value.
Glad you brought this up!
Helen Driscoll
InviteSite.com
Green-Weddings.com
Dave Loomis on October 27, 2009
Great post Gregg. I’ve seen this many times. Some companies are afraid that promoting what they’ve done will be considered greenwashing even if it’s legitimate. I wrote a short reference to your word in my blog “a word on marketing” http://innov8.typepad.com/loomis/2009/10/greenblushing.html
Laura E. Steinbrink on October 27, 2009
Greg,
Great post. This brings up the point that its one thing for a company to say, “We reduced our carbon footprint by 50%”. Its another to say, “We are sustainable.” The later clearly could smack of greenwashing, but not saying the former is greenblushing.
Companies can look to external verification indexes such as the Dow Jones Sustainability Index or Global Reporting Index to frame their sustainability scorecards. As they say, you can’t manage what you don’t measure. Having clear baselines and metrics for achievement are critical to avoiding greenwashing. Frameworks such as a sustainability scorecard makes it easier to greenblush.
We need more pink cheeks to make this a greener world.
Gregg LaBar on October 27, 2009
Helen: The facts are on your side. Sounds like you’ve got a style vs. substance challenge. At least you have both; the wanna-be’s only have style.
Dave: Thanks for the mention. We’ll have to submit this one for Webster’s consideration.
Laura: Communicating quantifiable accomplishments sure helps. As for DJSI and GRI, I agree they’re great references even if you’re not going to go all the way. Got any scorecards you really like? How do you feel about the usefulness of WalMart’s “Sustainability Product Index: 15 Questions for Suppliers”?
Jaclyn on January 07, 2012
Wow, that’s a really clveer way of thinking about it!
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About gregg
Position:Senior Vice President
Gregg plays key roles in content development, project management and communications strategy for media relations, marketing and branding, crisis communications and investor relations. An avid writer, he has written more than 500 articles, press releases, newsletters, websites, proposals, speeches and white papers.
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I totally agree with you. Individuals and companies often downplay what they have done. Forgetting that if we all move a little we can move the world! Also, moving to sustainable practices is self-reinforcing as companies save money and benefit the environment and their community.