Greenwashing in Media Essay -- Ethical Issues, Misleading Customers

Research ProjectGreenwashing in Media In this day and age companies have mastered the technique of misleading customers by fabricating false claims about a green product or service that they swear to provide. This insincere display of information is called ‘Greenwashing’, a spin-off of ‘Whitewashing’. Greenwashing could be said to be a global phenomenon and it’s commonly seen in advertisements, on products packing, websites, emails, speeches, and videos (just to name a few). Greenwashing is a thought out process, a planned and typically well designed campaign. There is a wide range of reasons why companies are eager to partake in greenwashing; divert attention for regulatory change, to persuade critics or consumers, expand the company's market, and to make the company seem appealing. The goal of this paper is to provide three examples of ‘greenwashing’ and to relate these examples to Downing et al. concepts. To help further explain these misleading claims, a well recognized company by the media is called Terrachoice. â€Å"The Terrachoice Environment Marketing Consulting practice converts knowledge of markets, science and marketing into winning, client-centered solutions to help sustainability leaders deliver results† (â€Å"The "six sins," 2007). Terrachoice has conducted a study of the â€Å"Environmental Claims in North American Consumer Markets† and found shocking results that made them want to give warning to potential consumers about the ‘six sins of greenwashing. The Terrachoice Company was designed to improve the communication between the purchasers and consumers, helping to enhance, strengthen, and prove market relationship. Companies that carry out greenwashing commonly use the words, ‘green’, ‘energy efficient’, and ‘clean’ to expo... ...efit† (p. xx). More and more individuals will run into greenwashing ads from the news to even advertising; however it’s important to recognize the exaggeration, persuasiveness and omission of information in these ads. It’s evident that any form of media is filled with manipulation; pulling the perception, actions, fears, desires, and values out of the consumer. In our text Downing et al. begins saying, â€Å"empiricist communications research†¦are concerned more with questions, problems, and perspectives than with the mere recitation of detailed facts. Indeed, critical scholars would argue that facts by themselves are impossible to interpret if they are not placed into some model or theory about how the media and society work† (xxviii). I think this sums up why we all should be critical in a positive manner, and should use the theories that help us analyze media material.