Polish methods, such as fake big polluters and polluters a green conscience about their image.

In a time where climate change and its causes the greenhouse gas are discussed in the media almost daily, and where any pollution of a major character is denounced, it is increasingly important for companies themselves to miss a green paint for the market and before the Consumers are able to.

Reasons for companies to operate Greenwashing

Companies are responding with their green image politics to the growing pressure from the public and politicians. The consumer will be affected, and political decisions will be guided in the right direction. Need to do something for a for-profit companies but also rewarding. The government support for climate protection measures by the EU or are in the promised subsidies sometimes reasons for companies to actively pursue greenwashing.


Methods of the green image policy

Typical features of greenwashing, the selective representation of reality, the facts do not constitute in their global context and the adoption of an ecological language such as “sustainability”, “renewable”, “green” or “organic”. In advertising terms this will be happy to support it figuratively a radiant sun, lush green meadows, blue skies often support the advertising slogans. Companies also like to emphasize their contribution to environmental protection or to reduce CO2 emissions, even if this is in comparison to the overall extent or small verwindend purely on already held technical progress is due. Professional PR agencies earn a good money by the company to help with their image policy. Ultimately, the consumer still pays the price for this deception. Direct cooperation with environmental organizations,echo Certification, sponsorship and promotion of effective public education projects on climate change supplement the methods of greenwash.

Famous examples of corporate greenwashing policy

This is precisely the major energy suppliers and largest CO2 producers like EnBW, RWE and E.ON to start over again ad campaigns in which they present themselves as environmentally conscious company, it seems a mockery. While EnBW climate congress organized, large oversized green Kuschelmonster can dance through the advertising and sponsoring football championships, the Group will build up new coal power plants and to delay trying to phase out nuclear power. RWE, E.ON and Vattenfall put on the not yet operational the sequestration technique in which the CO2 is to be separated from the coal-fired power plants from the flue gases and stored underground. The promotion of environmentally friendly coal-fired power plants already running, even though the technology is not yet available.

In the oil industry it is in the green image-politics are not always as much about climate change per, than with the beautiful coloring of real disasters, such as leaks in pipelines (BP Alaska), with serious consequences tanker accidents (Exxon) pollution of the Niger Delta (Shell). The disasters around at least since the sinking of BP oil platform in the Gulf of Mexico and the subsequent environmental disaster, the entire coastline in the U.S. devastated, re-entered the minds of the people. This BP is trying to be strongly since the late 1990’s green image to polish.

Specifically for a PR agency was hired, and launched a campaign, which cost about $ 200 million. Another logo, the sun-shaped and green, then the (acquired) symbolize entry into the solar technology and bp (beyond petroleum), written in small letters, should establish itself in the consumer perception of BP as a green company. The major airlines advertise with decreasing CO2 blasts, but these are mostly due to the normal technical progress in modern aircraft, and sell them as their own successful contribution to climate protection.

Conclusion for the consumer

For consumers, the public relations methods to see through the company are sometimes not always clear, as facts and facts are difficult to verify. A detailed and critical examination of public relations for the company and the respective campaigns is the first step in dealing with the green dye. In addition to the reports presented by the companies themselves, one should get critical comments, which can be found on the Internet or at environmental organizations easily.