1. Beyond Greenwash: The
state of play

2. What is Greenwashing?
Spin in which green PR or green marketing is
deceptively used to promote the perception that
an organization's products, aims or policies are
environmentally friendly
Evidence of Greenwashing is based on SPENDING
DIFFERENCES: Significantly more money or time
has been spent advertising being "green", than is
actually spent on environmentally sound practices
UK

3. What is Greenwashing?
Spin in which green PR or green marketing is
deceptively used to promote the perception that
an organization's products, aims or policies are
environmentally friendly
Evidence of Greenwashing is based on SPENDING
DIFFERENCES: Significantly more money or time
has been spent advertising being "green", than is
actually spent on environmentally sound practices

4. Why does it happen?
 “Green” is trendy
 Companies want to sell more
products/services and will use any means
possible
Marketers take advantage of this through creative
packaging/marketing with green images, colours and
words that imply environmental conscientiousness in
order to propagate continuous consumption

5. Why are we moving beyond it?
 Greater organizational accountability
 Social Media increases risk of greenwashing activities; companies risk getting ‘called
out’ on a global scale
 Greater organizational/consumer knowledge
 Companies improve with practice
 Greater skepticism, consumers expect
to see verifiable data about the ‘green’
marketing claims
 Recognition that Sustainable Actions
can lead to Competitive Advantages
 Potential for profit improvements through
cost reductions/process re-engineering
 Financial, Social & Environmental benefits

6. Case study: Companies that are still
greenwashing :

7. Case study: The « New Greenwashing »

8. Case study: Why there is almost no
more greenwashing

9. Case study: Coca-Cola…
Bottle is produced from plant matter, and it’s “better for the
environment” than bottles produced from fossilized plants and
animals. - Coca-Cola
It exaggerated the product’s environmental
benefits without offering proof
As proven by the Danish environmental organization “Forests of
The World”
“If you claim to be GREEN, you need to document”

10. Case study: Coca cola…
Coke was recognized for its PlantBottle Technology™, the
first-ever recyclable PET plastic bottle made partially from
plants
The Coca-Cola Company was presented with the Industry
Champion of the Year award recently at the fifth annual
2014 Sustainable Bio Awards in Amsterdam.
In 2013 Coke expanded the use of PlantBottle Technology beyond packaging and into fabric surfaces
by partnering with the Ford Motor Company.
Coke teamed with the World Wildlife Fund to launch the BioPlastics Feedstock Alliance, a new coalition
with several other leading consumer brand companies focused on guiding the evaluation and
sustainable development of plant-based materials.

11. The Green Song …

12. Questions?
Thank you!