Comments on: How To Spot Greenwash http://thesietch.org/mysietch/keith/2008/04/10/how-to-spot-greenwash/ Exposing Environmental Hypocrites Everywhere! Wed, 20 Aug 2008 13:42:32 +0000 http://wordpress.org/?v=wordpress-mu-1.2.5 By: keith http://thesietch.org/mysietch/keith/2008/04/10/how-to-spot-greenwash/#comment-1046 keith Tue, 12 Aug 2008 09:43:04 +0000 http://thesietch.org/mysietch/keith/2008/04/10/how-to-spot-greenwash/#comment-1046 Vance No computer is sustainable - but to get the message across to the wider world requires computers, and that's the sad irony. If I didn't need to get the message across to so many people then there wouldn't be so much of a problem; but there is and so I do. That said, my electricity use is tiny compared to most households and is also fully renewable. And I haven't changed my machine for 5 years either. Keith Vance

No computer is sustainable - but to get the message across to the wider world requires computers, and that’s the sad irony. If I didn’t need to get the message across to so many people then there wouldn’t be so much of a problem; but there is and so I do. That said, my electricity use is tiny compared to most households and is also fully renewable. And I haven’t changed my machine for 5 years either.

Keith

]]> By: · How Green Is Your Brand? http://thesietch.org/mysietch/keith/2008/04/10/how-to-spot-greenwash/#comment-1045 · How Green Is Your Brand? Tue, 12 Aug 2008 09:16:47 +0000 http://thesietch.org/mysietch/keith/2008/04/10/how-to-spot-greenwash/#comment-1045 [...] to say that greenwashing (in which consumers are misled regarding the environmental practices of a company or the [...] […] to say that greenwashing (in which consumers are misled regarding the environmental practices of a company or the […]

]]> By: vance http://thesietch.org/mysietch/keith/2008/04/10/how-to-spot-greenwash/#comment-1043 vance Tue, 12 Aug 2008 02:22:24 +0000 http://thesietch.org/mysietch/keith/2008/04/10/how-to-spot-greenwash/#comment-1043 what about the computers you sit at to type these messages? are they made in a sustainable way? what about the energy they use? ??? what about the computers you sit at to type these messages? are they made in a sustainable way? what about the energy they use?

???

]]> By: Millie http://thesietch.org/mysietch/keith/2008/04/10/how-to-spot-greenwash/#comment-974 Millie Wed, 18 Jun 2008 00:03:47 +0000 http://thesietch.org/mysietch/keith/2008/04/10/how-to-spot-greenwash/#comment-974 See consumers rate real green ads: www.greenwashingindex.com. [Millie, this is already linked to. Just as a note, we are not "consumers", we are people. The system likes us to be labelled "consumers" because it creates in us a notion that this is our raison d'etre -- what about surviving as our first priority? Cheers Keith] See consumers rate real green ads: www.greenwashingindex.com.

[Millie, this is already linked to.

Just as a note, we are not “consumers”, we are people. The system likes us to be labelled “consumers” because it creates in us a notion that this is our raison d’etre — what about surviving as our first priority?

Cheers

Keith]

]]> By: keith http://thesietch.org/mysietch/keith/2008/04/10/how-to-spot-greenwash/#comment-972 keith Tue, 17 Jun 2008 13:54:15 +0000 http://thesietch.org/mysietch/keith/2008/04/10/how-to-spot-greenwash/#comment-972 Fair comment, and worth following up on. I particularly hate the "SC Johnson a family company" at the end of the ads; as though they aren't some giant corporation who want to take over the world. Ha! Keith Fair comment, and worth following up on. I particularly hate the “SC Johnson a family company” at the end of the ads; as though they aren’t some giant corporation who want to take over the world. Ha!

Keith

]]> By: Kent Madin http://thesietch.org/mysietch/keith/2008/04/10/how-to-spot-greenwash/#comment-971 Kent Madin Tue, 17 Jun 2008 13:05:40 +0000 http://thesietch.org/mysietch/keith/2008/04/10/how-to-spot-greenwash/#comment-971 Here's an example of what I call "GreenHubris". I've been in touch with SC Johnson Company about their promotional video: http://cleanhomejournal.com/corporate/?hs225=corporate&hs227=corporate_run_mr Is it just me, or are those happy, "Greenlist" inspired shoppers stuffing their wares into disposable plastic bags? When we pointed this glaring disconnect out to SC Johnson we got the deadly "we will take your concern into account as we produce future ads". Gee thanks. Not even a hint of "oops"! Am I way off base here, but isn't this actually an exceptional opportunity to reinforce their corporate "green" image by declaring a forehead slapping moment and reshooting the offending 5 seconds of footage? And then sending out a press release about their epiphany? They could have even partnered with a "green" manufacturer of reusable bags. For people who are sensitive to the plastic bag issue the image of those products being bagged in plastic is jarring. It's really quite damning since it seems that no one in the marketing division of SC Johnson noticed. Rather like that video that challenges you to count the dancers on stage and you miss the guy in the gorilla suit moon walking right through them. They were blindered by their focus on "Greenlist" products and getting Fisk Johnson, company president, in just the right balance of professionally casual attire. It's not an overt example of Greenwashing, but it's a great example of when someone tries so hard, too hard, to be Green and misses the irony. Here’s an example of what I call “GreenHubris”.

I’ve been in touch with SC Johnson Company about their promotional video:
http://cleanhomejournal.com/corporate/?hs225=corporate&hs227=corporate_run_mr

Is it just me, or are those happy, “Greenlist” inspired shoppers stuffing their wares into disposable plastic bags?

When we pointed this glaring disconnect out to SC Johnson we got the deadly “we will take your concern into account as we produce future ads”. Gee thanks. Not even a hint of “oops”!

Am I way off base here, but isn’t this actually an exceptional opportunity to reinforce their corporate “green” image by declaring a forehead slapping moment and reshooting the offending 5 seconds of footage? And then sending out a press release about their epiphany? They could have even partnered with a “green” manufacturer of reusable bags.

For people who are sensitive to the plastic bag issue the image of those products being bagged in plastic is jarring. It’s really quite damning since it seems that no one in the marketing division of SC Johnson noticed. Rather like that video that challenges you to count the dancers on stage and you miss the guy in the gorilla suit moon walking right through them. They were blindered by their focus on “Greenlist” products and getting Fisk Johnson, company president, in just the right balance of professionally casual attire.

It’s not an overt example of Greenwashing, but it’s a great example of when someone tries so hard, too hard, to be Green and misses the irony.

]]> By: The Sietch Blog » The Tools Of Greenwashing: 1. Adverts http://thesietch.org/mysietch/keith/2008/04/10/how-to-spot-greenwash/#comment-861 The Sietch Blog » The Tools Of Greenwashing: 1. Adverts Wed, 14 May 2008 15:10:54 +0000 http://thesietch.org/mysietch/keith/2008/04/10/how-to-spot-greenwash/#comment-861 [...] is Greenwash. If you are a regular reader (for which I am very grateful) then you will already know how to spot greenwash. But just spotting it won’t stop it happening; we need to know more about the various tools [...] […] is Greenwash. If you are a regular reader (for which I am very grateful) then you will already know how to spot greenwash. But just spotting it won’t stop it happening; we need to know more about the various tools […]

]]> By: keith http://thesietch.org/mysietch/keith/2008/04/10/how-to-spot-greenwash/#comment-412 keith Tue, 22 Apr 2008 10:06:52 +0000 http://thesietch.org/mysietch/keith/2008/04/10/how-to-spot-greenwash/#comment-412 To be honest, Pablo, I find it very difficult to define a "green" company. "Green" and "business" are certainly mutually exclusive: business implies making a profit (that is, excess beyond that required for the employees to earn a living wage), and it is not possible to make a net profit and be genuinely sustainable (that is, zero negative environmental impact). "Company" is different: it does not necessarily imply profit, so off the top of my head I would say a green company is one that: 1) Does not make a net profit 2) Is genuinely sustainable Unfortunately, I can't think of a single company that fulfils both of these criteria. Keith To be honest, Pablo, I find it very difficult to define a “green” company. “Green” and “business” are certainly mutually exclusive: business implies making a profit (that is, excess beyond that required for the employees to earn a living wage), and it is not possible to make a net profit and be genuinely sustainable (that is, zero negative environmental impact).

“Company” is different: it does not necessarily imply profit, so off the top of my head I would say a green company is one that:

1) Does not make a net profit
2) Is genuinely sustainable

Unfortunately, I can’t think of a single company that fulfils both of these criteria.

Keith

]]> By: Pablo Battu http://thesietch.org/mysietch/keith/2008/04/10/how-to-spot-greenwash/#comment-411 Pablo Battu Tue, 22 Apr 2008 08:41:10 +0000 http://thesietch.org/mysietch/keith/2008/04/10/how-to-spot-greenwash/#comment-411 Anyone got any ideas how to spot a company that is being genuinely green? - might be more helpful - if not as entertaining. Anyone got any ideas how to spot a company that is being genuinely green? - might be more helpful - if not as entertaining.

]]> By: Need A Cold Shower? How ’bout A Greenwash Instead? | The Beanstockd Project http://thesietch.org/mysietch/keith/2008/04/10/how-to-spot-greenwash/#comment-388 Need A Cold Shower? How ’bout A Greenwash Instead? | The Beanstockd Project Tue, 15 Apr 2008 02:18:58 +0000 http://thesietch.org/mysietch/keith/2008/04/10/how-to-spot-greenwash/#comment-388 [...] are not honest. Here’s a great site where people rank environmental ads. Here’s another one providing some useful [...] […] are not honest. Here’s a great site where people rank environmental ads. Here’s another one providing some useful […]

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