“Greenwash” is a term that is applied, particularly by NGOs, to describe certain public relations (PR) activities conducted by organisations they allege are “dirty” (in green or environmental terms). A typical greenwash allegation suggests that PR actions have been undertaken to achieve improved perceptions of “green” or environmental credentials when in fact these credentials either don’t exist or have been heavily exaggerated.
It is not unusual to find that those companies who are making the most effort in relation to their environmental impacts are often those who say the least about it. In our experience many companies still find it difficult to communicate or report this aspect of their activities despite the fact that they take their environmental responsibilities seriously. This situation often represents a missed opportunity that may, for instance, result in potential lost business particularly if the peer group is communicating this area in a more effective way. It also may assist reputationally harmful campaigning activities by organisations with an axe to grind.
One of the best solutions might be to join forces with your peer group. A good example of this kind of approach is the International Council on Mining and Metals (ICMM). This a CEO-led industry group formed in 2001 to increase standards across the industry as a whole and to share best practice in relation to sustainable development. It has also played a key role in encouraging the key industry players to knowledge share and develop a sector reporting framework to help companies report their approach to CSR effectively. It is a good example of how strength in numbers can ward off suggestions of “greenwash”.
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