What is greenwashing?
Over the course of the 20th century, capitalism preserved its momentum by moulding the ordinary person into a consumer. Using advertising to encourage in people the ravenous hunger for purchasing more stuff and the accompanying feeling of hollowness and a need for more and more.
At the end of the 20th century, environmental problems began to arise from unchecked capitalist growth
Ever-expanding growth and the over-exploitation of land, water and animals continued at pace. Even despite its immense cost to animals, ecosystems and people in the developing world.
Even despite predictions by scientists that the world would be destroyed.
Out of-control global corporates needed strong storytelling and PR to support their continued exponential growth.
This insane need for economic/corporate growth gave rise to the ‘Green Growth’ and ‘Sustainability’ movements. The marketing and PR tactics employed to justify the continued growth of these brands and products despite their destruction, is known as:
Greenwashing
https://twitter.com/esm_magazine/status/1448197400879943680?s=20
https://twitter.com/Context_Group/status/1126528027402203138?s=20
Original Tweet
https://twitter.com/FoodNavigator/status/872467048009486336?s=20
https://twitter.com/RubenBrunsveld/status/1448552977665507330?s=20
https://twitter.com/Morgante_Fra/status/1191550867561836544?s=20
https://twitter.com/Context_Group/status/1271130962089381888?s=20
The origins of greenwashing can be found in the origins of consumerism, advertising and marketing itself
This is most powerfully illustrated by one of the original source about marketing from between the world wars by Edward Bernays, a landmark book called Propaganda published in 1928. This book would be instrumental for setting in train the agenda for economic growth in the West in the 20th Century.
Propaganda by Edward Bernays (1928)
“The conscious and intelligent manipulation of the organized habits and opinions of the masses is an important element in democratic society. Those who manipulate this unseen mechanism of society constitute an invisible government which is the true ruling power of our country.… It is they who pull the wires which control the public mind, who harness old social forces and contrive new ways to bind and guide the world”
Mass production is profitable only if its rhythm can be maintained—that is if it can continue to sell its product in steady or increasing quantity.… Today supply must actively seek to create its corresponding demand … [and] cannot afford to wait until the public asks for its product; it must maintain constant touch, through advertising and propaganda … to assure itself the continuous demand which alone will make its costly plant profitable.
‘Propaganda’ by Edward Bernays, 1928
WHO considers marketing by the palm oil industry to be akin to tobacco and alcohol marketing
Marketing of palm oil does not occur in the traditional sense. Responding to a backlash against accusations of poor environmental and labour practices, the industry has sought to portray its products as sustainable, while highlighting the contribution to poverty alleviation.
There is also a mutual benefit for the palm oil and processed food industry, with the latter targeting advertisements for ultra-processed foods towards children (similar to efforts by the tobacco and alcohol industries in targeting children and adolescents) and the palm oil refining industry benefiting from the corresponding increase in sales of foods containing palm oil.
The palm oil industry and noncommunicable diseases, (2019),
Sowmya Kadandale, a Robert Martenb & Richard Smith.
World Health Organisation Bulletin.
A 2019 World Health Organisation (WHO) report into the palm oil industry and RSPO finds extensive greenwashing of palm oil deforestation and the murder of endangered animals (i.e. biodiversity loss)
Read moreWorld Organisation of Zoos and Aquariums (WAZA) Guide for promoting sustainable palm oil
https://twitter.com/FoodNavigator/status/872467048009486336?s=20
Sustainability is meaningless, it’s time for a new enlightenment
Effectively, sustainability became the main ingredient of a “having your cake and eating it” ideology. The environment, and its ecological systems, were deemed to be sustained while equally economic development could continue apace.
But if sustainable development had delivered on its promise, humanity would now not be facing the crisis we call climate change.
Greenwashing solves nothing.
What was, and is, actually needed is the opposite of what has been promoted in order to try to maintain the economic status quo.
Dr Toni Fry, Griffith University ‘Sustainability is meaningless, it’s time for a new enlightenment, The Conversation.
Research into how to influence voluntary standards using expert knowledge
“The ability of developing countries, especially small-scale actors within them, to shape standard setting and management to their advantage depends not only on overcoming important structural differences…but also on more subtle games. These include promoting the enrolment of one expert group or kind of expert knowledge over another, using specific formats of negotiation, and legitimating particular modes of engagement over others.”
Voluntary standards, expert knowledge and the governance of sustainability networks. (2013), Ponte, S. & Cheyns, E. Glob. Netw. 13, 459–477
The Vice President of the European Parliament Heidi Hautala does not trust the RSPO’s false and weak promise of “sustainable” palm oil
She replies to my conversation on Twitter to advise of this…
Heidi Hautala, Vice-President of the European Parliament and part of the the Human Rights and Democracy panel and Eco-Management and Audit Scheme (EMAS)“No voluntary standards or industry schemes have done the job fully [of eliminating deforestation or human rights abuses]. That is why the game-changing EU CSDDD [Corporate Sustainability Due Diligence Directive] is mandatory. Certification is a useful tool but will not liberate the company from its duty of due diligence”
~ Heidi Hautala, Vice-President of the European Parliament and part of the the Human Rights and Democracy panel and Eco-Management and Audit Scheme (EMAS)
https://twitter.com/HeidiHautala/status/1671422744683225088?s=20
Is it possible to design an eco-label without greenwashing?
In his book ‘Beyond Greenwash’ Hamish Van Der Ven somewhat naively sets out to answer that question.
Naive because embedded within capitalism is the drive towards exponential growth and the ecosystems and resources of our planet are finite – which makes it naive to think that we can continue to labour under the same system, yet expect a different result.
Still Van Der Ven has some valid insights to share here about how a eco-label could theoretically be designed to be free from greenwashing.
An eco-label without greenwashing has yet to materialise. This is because our current economic system does not consider ‘value’ to include: human rights, animal rights, the beauty of unspoiled nature and forests left intact – the only way the current system quantifies ‘value’ is financial growth. The virtue-signalling about doing the right thing and improving human rights, animal rights, environmental sustainability is greenwashing. If businesses DID care, these issues would have been sorted. Instead, they provide consumers with empty words and promises.
Is it transparent?
Dubious eco-labels keep everything offline or hidden behind pay walls; credible eco-labels make their information freely available online, including information around breaches of rules and regulations and their resolutions, governance and funding.
Is it independent?
Is it inclusive?
Do all stakeholders get a say in decision-making? If an eco-label promotes sustainable coffee production, then it should involve coffee farmers, scientists, processers, NGOs, and community members (amongst others) in standard-setting.
10 Tactics of Sustainable Palm Oil Greenwashing
Greenwashing Tactic #1: Hidden Trade Off
When a brand makes token changes while continuing with deforestation, ecocide or human rights abuses in another part of their business – this is ‘Hidden Trade Off’
For example, Nestle talks up satellite monitoring to stop palm oil deforestation. Yet…
Greenwashing Tactic #2: No Proof
Claiming a brand or commodity is green without any supporting evidence The RSPO promises to deliver this with their certification: 1. Improves the livelihoods of small holder farmers 2. Stops illegal indigenous land-grabbing and human rights abuses 3. Stops deforestation…
Greenwashing Tactic #3: Vagueness
Claiming a brand or commodity is ‘green’ or ‘sustainable’ based on broad generalisations, unclear language or vague statements Jump to section Greenwashing: Vagueness in Language Greenwashing: Vagueness in certification standards Reality: Auditing of RSPO a failure Quote: EIA: Who Watches…
Greenwashing Tactic #4: Fake Labels
Claiming a brand or commodity is green based on unreliable, ineffective endorsements or eco-labels such as the RSPO, Forest Stewardship Council (FSC) or FairTrade coffee and cocoa. Greenwashing: Fake Labels and fake certifications Ecolabels are designed to reassure consumers that…
Greenwashing Tactic #5: Irrelevance and Deflection
Claiming a brand, commodity or industry is green based on irrelevant information Jump to section Greenwashing: Irrelevant Topics Greenwashing: Colonial Racism Research: Palm oil greenwashing and its link to climate denialism Reality: RSPO Certification Doesn’t Stop Deforestation, Human Rights Abuses…
Greenwashing Tactic #6: The Lesser of Two Evils
Claiming that a brand, commodity or industry is greener than others in the same category, in order to excuse ecocide, deforestation, human rights and animal rights abuses. Jump to section Greenwashing: Lesser of Two Evils: Palm Oil Uses Less Land…
Telling outright lies over and over again to consumers until they are believed as truth Jump to section Greenwashing: Endangered species Reality: Endangered species Greenwashing: Human rights, land-grabbing and livelihoods for workers Reality: Human rights, land-grabbing and livelihoods for workers…
Greenwashing Tactic #8: Design & Words
Using design principles and greenwashing language in order to trigger emotional and unconscious responses in consumers Jump to section Greenwashing: Design Principles Greenwashing Design Example: Palm Done Right Greenwashing Design Example: WWF Palm Oil Scorecard 2021 Greenwashing with Words: Vegan…
Greenwashing Tactic #9: Partnerships, Sponsorships and Research Funding
Jump to section Orangutan Land Trust funded by rainforest destroying palm oil co. Kulim Malaysia Berhad Orangutan Land Trust funded by Agropalma: during decades-long destruction of the Amazon for palm oil Orangutan Land Trust and New Britain Palm Oil (NBPOL):…
Greenwashing Tactic #10: Gaslighting, Harassment, Stalking and Attempting to Discredit Critics
Attempting to humiliate, gaslight, discredit, harass and stalk any vocal critics of a brand, commodity or industry certification in order to scare individuals into silence and stop them from revealing corruption Greenwashing’s most insidious and darkest form is the attempt…
Ten Tactics of ‘Sustainable’ Palm Oil Greenwashing
There has never been a more urgent time for consumers to wake up to the devastation wrought by global supermarket brands for palm oil Jump to section 1. Greenwashing with Hidden Trade-Off 2. Greenwashing with No Proof 3. Greenwashing with…
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Exigimos que la UE actúe con ambición y garantice que nuestro consumo no siga arrasando los ecosistemas que sostienen nuestra vida.
¿Quieres descubrir cómo el cuero y la deforestación en Brasil están conectados?
#SinBiodiversidadNohayVida #Together4Forests #CeroDeforestación
La selva amazónica se tala y quema para criar ganado, cuya piel termina como cuero en la tapicería de los coches, zapatos y muebles.
El Reglamento contra la Deforestación (EUDR) puede ayudar a rastrear el cuero que se comercia en la Unión Europea y frenar esta devastación.
#SinBiodiversidadNohayVida #Together4Forests #CeroDeforestación
💪🏾 Exigimos que la UE actúe para que nuestro consumo no siga devastando la vida en el planeta.
👀 Descubre más sobre el impacto de estos cultivos en el documental 'In the Land of Palm Oil'.
¿Vamos a permitir que quienes destruyen nuestros ecosistemas sigan saliéndose con la suya?
Exigimos que la UE actúe con ambición y se comprometa a garantizar que nuestro consumo no siga arrasando los ecosistemas que sostienen nuestra vida.
#SinBiodiversidadNoHayVida #Together4Forests #CeroDeforestación