Vihreäpesussa

Vihreäpesu, or greenwashing, is a marketing tactic where a company or organization deceptively markets its products or policies as environmentally friendly, when in reality they are not. This practice aims to capitalize on the growing consumer demand for sustainable goods and services without making substantial environmental improvements.

The term originates from the English "greenwashing," first coined in the 1980s. It describes the act of making something appear more eco-conscious than it actually is. This can manifest in various ways, such as using vague or misleading environmental claims, highlighting a small, insignificant green initiative while ignoring larger environmental harms, or using nature-evoking imagery and language without factual backing.

Consumers may be misled by greenwashing into believing they are making ethical purchasing decisions, when in fact their choices may still contribute to environmental degradation. This can erode trust in genuine sustainability efforts and create a less informed marketplace. Regulatory bodies and consumer advocacy groups are increasingly scrutinizing such claims to protect consumers and encourage genuine environmental responsibility from businesses. Identifying greenwashing often requires a critical assessment of a company's overall environmental impact, not just its marketing messages.