Product Greenwashing
Sustainability is a hot topic among many corporations. As consumers gain awareness of some of the products in which they use, they begin to be selective on what products they can purchase. As a result, organizations have had to restructure their product design and manufacturing processes to satisfy the needs of the consumers. Some of the concepts that have emerged in recent years concerning products are “eco-sustainability.” Products that have an “eco” tag on their label tend to be more preferred among consumers as they perceive these products to have a positive impact on the environment. Other concepts such as “organic on food products have also emerged as consumers become more aware of their health and the impact they have on the environment. The following study assesses greenwashed products and how they are marketed to consumers.
According to Seretny et al., the current socioeconomic landscape is shaped by both technology and globalization. As such, consumers expect an organization to have a moral obligation to society by implementing corporate policies that will help make the world a better place (Seretnyet al. 3). Kemper et al., on the other hand, argue that the concept of ecological sustainability, which has been employed by organizations, is an individual taste rather than a social necessity (Kemperet al. 2). However, the author notes that the concept of sustainability has remained a pressing challenge on how organizations respond to climate change, land, and water degradation (Kemperet al. 5). Furthermore, many researchers agree that the world is on the brink of a catastrophe and, therefore, the need for sustainable measures to deal with environmental issues (Kemperet al. 5). Despite the need to provide sustainable means, businesses are using greenwashing of products to cut on competition and further improve on sales.
Figure 1: Earth Breeze detergent
Figure 2: Tide detergent
The two products compared are Earth Breeze (Figure 1) and Tide (Figure 2). Both are detergents being sold in the U.S. However, Earth Breeze is marketed as an eco-product, whereas Tide is being marketed as a standard detergent. One of the main aspects that stands out from the Earth Breeze detergent is the markers around the packaging of the product. At a glance, a consumer gets to see information such as “biodegradable” and a recycle symbol. The primary aim is to assure the consumer that the packaging of the product can quickly decompose and not pollute the atmosphere. This is one of the strategies in which organizations use in their packaging, ditching the traditional plastic packaging in favor of biodegradable products that have a low carbon footprint. Another marker is the use of “eco-sheets” on the front display of the packaging. This may seem like a marketing gimmick using the tag “eco” as it may not be apparent to the consumer what “eco-sheets” are. The placement of the “eco” label is aimed at making the consumer perceive the product as a green product. The packaging also uses the term “eco-friendly” and “non-toxic” on the packaging.
The product uses two color themes associated with the environment (green and blue) intending to create an image of an environmentally conscious product. It is easy for consumers to notice the minor nuances, especially with the presentation of Earth Breeze as compared to Tide. Earth Breeze has been greenwashed to be perceived as a green product to the consumers. But the question remains: is it sustainable as marketed?
Works Cited
Seretny, Marek, and Aleksandra SERETNY. “Sustainable Marketing–a new era in the face of social, economic, and environmental change.”
Kemper, Joya A., C. Michael Hall, and Paul W. Ballantine. “Marketing and Sustainability: Business as Usual or Changing Worldviews?.” (2019): 780.