Greenwashing

Greenwashing or green wash (English, literally, green wash ', transfer: a green cloak cape ') is a critical term for PR methods that aim to give an undertaking in the public an environmentally friendly and responsible image, without this is a reasonable basis. The term plays on green as a symbol of nature and environmental protection and washing in terms of money laundering or whitewash on. It can be used as analogies to whitewashing (English for whitewash transmitted: to provide a clean slate '; derivation of whitewash for " lime putty ") can be translated in German as greenwashing.

Methods

When greenwashing techniques of public relations, rhetoric and manipulation are used to miss a company history or the current corporate activities a clean slate. Thus, the companies claim, among other things, promote the eradication of poverty and hunger in the world, their products being fair or produce in an environmentally and climate-friendly way.

In general, the Company provides individual eco-friendly services, activities or results and corresponding ratings of third parties with increased PR effort out publicly, such as press campaigns or advertisements. For example, a new environmentally friendly product or process of the company - service - Frequently implemented any individual statements are in themselves correct, but affect only a small part of the company's activities, while the core business remains polluting.

A special form of greenwashing are cooperation projects with partners that have a positive image with the public and with environmental, ecological unselfish commitment or independence are associated. Mostly it is for these projects to sponsorship. Such cooperation projects are not automatically greenwashing - but generally accepted criteria for distinguishing still lacking. Therefore, some environmental organizations have given guidelines for sponsorship or co-operation, to be addressed by those greenwashing (or corresponding allegations ). Nevertheless, this cooperation and sponsorship projects are often the subject of internal discussions and also of greenwashing accusations.

Examples

One widespread in public greenwashing campaign in recent years was beyond petroleum the British oil giant bp and the associated media relations campaigns, such as the installation of solar power systems on some gas stations, by the " Helios " symbol, the new logo was given in the form of a green - yellow flower.

The Association of German Biofuel Industry made ​​in 2008 to perform for several months of a campaign to improve the public's views on biofuels. For this EPPA GmbH were written unilaterally formulated Letters from the lobby companies, which have been published in various media. This was revealed by the club LobbyControl in July 2009.

McDonald's announced on 23 November 2009 that the company should change color from red to green at least in Europe. The color change is part of the Group understood as a commitment to and respect for the environment. However, McDonald's is about because of the resulting packaging waste in the criticism.

The documentary Home was funded by the French luxury goods group PPR ( Gucci, Fnac, Puma, and others) with 10 million euros. As the logos of the Group are shown at the beginning and end of the film, some critics assume that the group sees the film as part of its public relations and hoped for a positive effect of this advertising.