Greenwashing einfach erklärt - NIKIN EU

Greenwashing explained simply

The fact that more sustainability is important in order to combat climate change has also become increasingly clear in Switzerland. Around two thirds of Swiss peopleconsider the problem to be “big” or “rather big”. Companies use this for advertising that is specifically tailored to sustainability. But the advertising message is not always correct - then it is called “greenwashing”.

Greenwashing is a reinterpretation of the term “whitewashing” – in both cases the content is the same, namely the glossing over of facts and the creation of a positive image through targeted marketing campaigns. In greenwashing, these aim to suggest sustainability to the recipient of the message , even if a company would be worthy of criticism in at least some business areas.

Konsum und Greenwashing

How does greenwashing work

There are few binding certificates that confirm to the customer that they have purchased a harmless product. Many quality seals that at first glance guarantee eco-compatibility only affect part of a company's business and manufacturing processes. Companies that use their own quality seals that are not checked by an external body should also be critically questioned.
Another activity that can fall under greenwashing is the development of a small segment of products or services that are actually considered sustainable – but only make up a small part of the overall business activities. The main business often remains un-green.

Zertifikate Beispiel

An example of greenwashing: Happy Chickens

A popular example of successful greenwashing is egg packaging with a picture of chickens in green meadows. The illusion of organic quality, fresh air and animal welfare quickly arises in your head. The reality, however, is full halls and artificial light from neon tubes. Many companies operate in the area of ​​light suggestion - they use the power of images to encourage the viewer to create a connection without it being explicitly mentioned. This means that greenwashing is rarely subject to legal action.

Hühner im Käfig

Green paint misleads consumers

There are no binding requirements for the vocabulary when it comes to ecological and other sustainability. After all, who has the authority to define what is “green” or “environmentally friendly”? For example, the German Ethics Council has developed a Sustainability Code , but companies can even get around this with wording. Greenwashing attracts those customers who would like to believe the advertising message because they like the product and are interested in sustainability. Companies that are actually interested in sustainability provide their customers with transparent and comprehensive insights into their activities. NIKIN provides here the community with information about our sustainability commitment. If you ever have any further questions or concerns or requests for improvement, write us a comment at any time or via Contact.


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