Greenwashing involves making misleading claims about the environmental benefits of a product, service, or company to appear more eco-friendly than they actually are.
1. Greencrowding: When companies hide their lack of environmental progress by positioning themselves among peers who are also not making substantial green efforts. They benefit from the collective slow movement.
2. Greenshifting: A strategy where companies shift the responsibility for environmental impacts onto consumers rather than taking accountability for their own actions (e.g., telling consumers to recycle while not reducing production waste).
3. Greenwishing: This occurs when companies set ambitious environmental goals without any real plan or ability to achieve them. It’s based on aspirations, not concrete actions.
4. Greenlighting: When companies highlight a minor eco-friendly activity or product to overshadow larger environmental harm caused by their main operations.
5. Greenlabelling: Using labels or certifications that give a false impression of environmental responsibility, often using terms like “natural” or “eco-friendly” without legitimate backing.
6. Greenrinsing: Regularly changing the sustainability targets or language to avoid accountability or scrutiny for not meeting previous commitments.
7. Greenhushing: When companies intentionally underreport or keep quiet about their environmental impact, especially in cases where their progress is minimal or nonexistent, to avoid criticism.
These terms are part of a broader discussion about how companies can sometimes engage in “ESG washing” to give a false impression of their efforts in diversity, sustainability, or governance, without implementing real changes.
This deceptive practice can erode trust with stakeholders, investors, and consumers who expect more transparency and integrity in corporate responsibility efforts.
The ESG space is changing day by day, creating more uncertainty for decision makers
