Fiji's Greenwashing

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Greenwashing

As we were talking about corporate social responsibilities we also came across the responsibility to act environmentally friendly as a company. Big brands realized that customers value the carbon footprint of the products they buy. Consequently they started advertising with their products to be eco friendly to attract customers. 

But to say your product is environmentally friendly is one thing but to actually produce your products with reduced or even no emissions or using less plastic is another. Due to companies branding their products eco-friendly, nevertheless they are not, the term 'greenwashing' occurred.



A good example is 'Fiji Water' which claims to be even carbon negative and being 'pure nature' to justify that they are charging double the price as their competitors. Fact is that the company itself states that they will not be carbon neutral before 2037. Moreover their water is taken from a Fijian aquifier and bottled in plastic bottles from china in a diesel powered factory. From there they are shipped to all over the world. 

Therefore buying way cheaper water is by far the most eco-friendly option. 

In conclusion the trend leads in the right direction in order to stop climate change but we should be careful not to blindly trust green branding on the products we buy.

Comments

  1. Mohamed Achraf Mehtaj28 April 2022 at 06:47

    This article pointed out a very important and current issue, of which Fiji’s water is just one of many examples. As environmental issues are becoming more and more relevant, and people are becoming more aware and conscious about their purchasing habits, businesses are also getting better at marketing their “being green and eco-friendly”. We can see this especially when they’re actually not implementing any politics to reduce their impact on the environment.
    This phenomenon, for instance, is very recurring in the fashion industry, one of the industry with the biggest environmental impact, especially when we talk about fast fashion brands. Often nowadays we hear fast fashion brands such as Zara, H&M or the upraising Shein talk about their sustainability effort and policies. We need to keep in mind that their business model is hardly compatible with an eco-friendly and low impact existence. Therefore, we should not just limit ourselves to superficially reading the information about sustainability that the brands are publishing, or I would say promoting. We need to go deep down and investigate if these brands are truly implementing radical changes in order to be more sustainable instead of only marketing this aspect, just like Fiji’s water.

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