Birgitte Rasine is the chief evolution officer of LUCITÀ, a non greenwashing pioneer in socially responsible design & communications.
Raise your hand if you’ve ever seen a therapist, or known someone who has. Raise your other hand if you’ve ever heard that little voice inside your head telling you you’re not quite so good, not quite so beautiful, not quite so successful, as person X or company Y.
OK ready? now that we’ve all got our hands up in the air, we can all do the wave. You might laugh, but we really should—to clear away all the smoke and circumstance pumped into our media airwaves by a seductive green mist that’s settling heavier and thicker on web sites, print advertisements, TV commercials, product packaging, press releases, and yes especially blogs (not this one though). We’ve all heard the term: greenwashing.
SourceWatch, an initiative of the Center for Media and Democracy, defines the term as “…the unjustified appropriation of environmental virtue by a company, an industry, a government, a politician or even a non-government organization to create a pro-environmental image, sell a product or a policy, or to try and rehabilitate their standing with the public and decision makers after being embroiled in controversy.”
Plenty has been written about how to recognize greenwashing, how to avoid it, and sadly, how to do it without getting caught. But that’s all after the fact. For me the key question is, why does it happen in the first place? Lots of opinion abounds on this too: it’s greed. It’s fear. It’s jumping on the green bandwagon. It’s not wanting to be left behind even if you don’t have the resources to truly green your products and services. It’s all this, but at the core of it, when you really dig down, it becomes clear that greenwashing is really driven by a lack of self-esteem.
Yes, companies have feelings too. They’re the collective sentiments of an organization’s management, staff and consultants. When an organization or company feels it’s not smart enough to innovate or re-engineer its existing products or services, not honest enough to back its communications with accuracy, truth and integrity, not wealthy enough to invest in more sustainable supply chains or processes, not dedicated enough to draft and enforce environmental and social responsibility policies, it’s suffering from organizational low self-esteem and self-respect, which are immediately mirrored in its relationship with its own employees, its customers, clients, suppliers, investors and other stakeholders.
When an organization greenwashes its communications to the outside world, the message it sends out is, we’re not good enough to be green, but we’d like to be. That “green wanna-be” attitude is a killer. It only reinforces the corporate psyche that produced it in the first place.
All the classic symptoms are there. The inability to appreciate and celebrate one’s own virtues and worth. The envy of others who’ve “made it.” The negative attitude toward progress and innovation. The lack of drive or energy to inspire one’s own people. The resistance to change one’s way of thinking and operating. The fear of leaving one’s “comfort zone” regardless of how damaging that comfort zone is—especially deadly are the comfort zones of companies that pull in piles of cash from unsustainable products or services, because then the deception is perfect. And much harder to justify leaving.
As long as greenwashing works, the greenwashers will continue doing it. They’ll never break the cycle of negativity and they’ll never feel good about themselves.
You see, this is why it is a critical responsibility that you, the reader of this blog and a citizen of this planet, hold. Become knowledgeable about the signs and symptoms of greenwashing. Learn to recognize the signs so that you too can help protect the perpetrators from themselves. Demand of the companies that greenwash, that they respect themselves, you and their other stakeholders more, and that they tell you the truth, not lies—whether white, green or any other color of the business rainbow. Tell them you’d rather have substance than fluff, honesty rather than PR, and that you’ll respect and honor them back. You’ll stand by them when they go through their hard times, and celebrate with them when they help change the world.
They say in therapy the only person who can truly change you is you. This is just as true for companies as it is for the individual human being. But the companies, just like that cousin or sibling of yours who’s got everything going for them but just can’t seem to get out of their funk, need a little push. They need to hear from you how much you think they have to contribute to the planet and society, and how much more successful they’ll be if they truly go green.
So talk to them. Give them a reason to change.