zöldwashing

Zöldwashing, also known as greenwashing, is a deceptive marketing practice where a company or organization portrays itself as being more environmentally friendly or sustainable than it actually is. This is often achieved through misleading advertising, unsubstantiated claims, or selective disclosure of information. The goal is to capitalize on the growing consumer demand for eco-conscious products and services without making significant, genuine environmental improvements.

The term "zöldwashing" or "greenwashing" emerged in the late 1980s, initially referring to the hotel industry's practice of encouraging guests to reuse towels for environmental reasons, while simultaneously failing to address larger environmental concerns like energy consumption or waste management. Today, it encompasses a wide range of industries and tactics. These can include using vague or unsubstantiated environmental claims, employing evocative but meaningless imagery like leaves or green colors, or highlighting a minor green initiative while overlooking significant negative environmental impacts.

Identifying zöldwashing requires critical evaluation of marketing messages and a willingness to look beyond superficial claims. Consumers and watchdog groups often scrutinize corporate environmental reports and actions to distinguish genuine sustainability efforts from mere public relations exercises. The practice can erode consumer trust and hinder progress towards real environmental solutions by misdirecting consumer choices and distracting from more impactful environmental actions.