Paul Thomas

Much has been written about the rise of greenwashing. Spurious environmental claims made by companies have, quite rightly, been criticised heavily in the media and by environmental experts. But given all the criticism they risk facing, why do respected businesses make these claims? What are the causes of greenwashing?

In some cases the culture of the company is to blame. As a PR consultant working with a number of different firms, I am aware of huge differences in the way that businesses operate.

Some companies are risk averse by nature, others more innovative. Some take great pride in their integrity, others promote an entrepreneurial spirit. Generally speaking, greenwashing is far more likely to occur in companies that do not value attention to detail, transparency and honesty.

A business that has a compliance culture on other regulatory issues is just as likely to take a narrow legal compliance approach to environmental concerns. This kind of culture can lead to potentially misleading claims only considered against legal and regulatory criteria, when in fact, they should be looked at in the context of the broader media climate and public opinion. Would society or stakeholders think it a great thing or just green puff? If you are unsure, talk to them before you make the claim.

Many companies see the green agenda as an opportunity to gain a competitive advantage, and it can be, if it is done the right way and with evidential substance. But unfortunately, as marketing departments struggle to differentiate their products in an increasingly competitive market, they are often tempted to exaggerate. In some cases, environmental initiatives are actually created by marketeers. The likelihood is that they simply will not have the necessary proof points to back up their green statements and will fall foul of journalists and green groups who are increasingly sceptical about many firms' environmental claims.

Misunderstanding
Some misleading claims are also made because of an ignorance of legislation, or a lack of understanding of what is expected of them. Many companies will undertake what NGOs and environmental experts see as a necessary green initiative, such as attaining an environmental management standard such as ISO140001, but they will view it as a significant achievement deserving of a PR push, when in fact it is pretty standard these days.

Other companies may be taking sustainability seriously, but in their enthusiasm, make mistakes. People are proud of what they do and the companies they work for, and this can lead to exaggerations, or a reluctance to include errors, or to communicate the challenges they face. A lack of patience can also be a problem – in their eagerness to tell the world about their successes, businesses can sometimes jump the gun before all the evidence backing up their claim is in place. This can scupper what is actually a positive story for the company.

A lack of understanding of the issues can also be problematic. Advertising and PR agencies experienced in promoting consumer products often apply the same principles when communicating environmental initiatives. Without the proper expertise or a sound briefing from their client, the potential for error is high.

Subtle differences in the language used can make all the difference. Toyota had one of its Lexus adverts banned by the Advertising Standards Authority (ASA) last year for claiming that its vehicle was "low emission, zero guilt". The car may be lower emitting than others in its class but it is not a low-emitting vehicle. It received a resounding bashing in the media, which is a shame as the story was a strong one – it was just naively exaggerated.

The language used is critical. Ambiguous terms such as "green", "eco", " environmentally friendly" and "non-polluting" have become so over-used by businesses that they lack clear meaning and ought to be avoided altogether. Scientific terminology, if used incorrectly, can also confuse and mislead. There is a careful balance to be struck between backing up claims with scientific analysis and blinding people with scientific jargon.

Many journalists talk to me about how irritated they are by companies that push environmental schemes in small-impact areas with no mention of how they are addressing the principal sustainability impact of their activities. If businesses are really serious about their environmental impact, they should have a strategy in place for changing the way they work as whole, rather than concentrating their efforts on small projects.

Follow the rules
The causes of greenwashing are numerous and wide ranging, but tackling them is quite straightforward. By keeping the messaging simple and clear, avoiding the use of ambiguous language or quasi-scientific speak, and by simply being honest, companies can and will avoid accusations of greenwashing.

If you are still unsure whether or not to go ahead with a green marketing campaign, it is worth checking your plans against the Chartered Institute for Public Relations' (CIPR) recently published guidelines for sustainability communications, which have been designed to help firms avoid greenwashing:

1. Consider the purpose of the communication. Is it just for the sake of PR? If so, question the story. Does it stack up?

2. Be transparent. Keep the messaging simple and clear, do not use ambiguous language or blur with scientific speak.

3. Be honest and do not exaggerate. This will instill a level of trust in stakeholders, particularly the media.

4. Back up all your claims with robust statistics that are verified where possible by independent industry-leading standards.

5. Actions, not words. Do not blur the difference between an aspiration and an action.

6. Spokespeople. Some of the science is complex and any spokesperson needs to be suitably knowledgeable to communicate the issues effectively and clearly.

7. Message delivery. Ensure during the tactical implementation of the campaign that actions back up the messaging. Examples might include: a press junket to Bali that would undo even the most honest and transparent presentation of message; or a recycling campaign release that is sent hard copy on virgin paper.

8. Check your facts. Once you have done this, double-check them.

9. Governance. Ensure strict governance is in place to communicate back to stakeholders on your story regularly.

10. Think continuous sustained improvement – be a leader. What is the next step for your company to improve further?

Adhere to these 10 tips, and even the most cynical hack will be hard pushed to accuse you of greenwashing.

Paul Thomas, is a senior consultant in the CSR and sustainability division at PR consultancy Trimedia