Caught greenwashing

Environmentalists' dream of watching a tsunami of green initiatives wash over the world is now coming true, but some companies claiming the colour as part of their corporate culture may just be faking it.

Especially for companies that are eager to reverse the effects of bad publicity, being labeled as a ‘greenwasher' is a huge possibility.

Greenwashing according to Sourcewatch is, "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."

There have been countless cases of companies that have been caught red handed and not as green as they claim to be. However there are those that have done well and are seeing positive results.

Patrick Fiat, GM of Royal Plaza on Scotts, which has just won the ASEAN Green Hotel Award, feels the way to go is to have actions speak louder.

"It is important to be consistent in our messaging and in our examples. We communicate to our guests the 'environment-friendly' practices and encourage them to save on resources and energy as well. We use recycled materials, energy-efficient equipment and carry out regular audit on energy use in the building and going green has had its rewards -the measures have resulted in utilities savings of $75,646.87 through 2006 and the first half of 2007.

It also says it has seen more repeat guests after going green.

PR agencies like Fleishman-Hillard (FH) has created a global Sustainability Communications Practice to measure its worldwide carbon footprint, reduce energy consumption, and ensure its clients do so too.

FH's president and CEO Dave Senay said, "We will counsel clients on the most effective ways to deal with substantive resource issues related to their operations."

Issues need not be environmental in nature as in purely green-washing but the misrepresentation and abusing of causes can be very simply avoided if consumers demand more transparency. Agencies have it tougher, having to manage the bottom line while maintaining its green integrity as they work with companies that take on faux-causes.

"Consumers are becoming increasingly more judicious about companies' efforts to go green. While there are companies who are genuinely making a green effort, other corporate sectors such as the airlines and oil industries are perceived as 'green-washing'. Companies need to back up their green branding with real actions across the value chain. Engaging their customers in honest dialogue is vital if they want to make a lasting claim," Koh Juat Muay, MD of Bang PR, said.