Firms urged to refrain from deceptive 'greenwashing' campaigns

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By Yi Whan-woo

Companies are being urged to be more careful when promoting their management style and products as “green” or “eco-friendly,” as many of these efforts are ironically accompanied by pollution or other negative impacts on the environment.

Industry sources said Wednesday that cases of environmental marketing which are deceptive and misleading ― called “greenwashing” ― are increasingly being practiced by businesses here.

Greenwashing is occurring these days because more consumers prefer firms that embrace campaigns on climate change and the enterprises tend to highlight such attributes, while, either intentionally or unintentionally, ignoring the environmental side effects.

“Greenwashing is a familiar term in Western countries, where environmental protection practices among businesses have been more common than here,” a member of the Seoul-based environmental group, Green Korea, said. “And we should make sure the firms here do not fall into the trap of greenwashing as many of them overly stress green when promoting themselves.”

Without revealing the brand and other details, the member referred to a case in which a plastic cosmetic product was wrapped in recycled paper.

A major cosmetics company promoted the product as being packaged in recycled paper.

“This example is apparently deceiving and misleading, considering the fact that plastic was also used and therefore, the product is not fully eco-friendly,” the Green Korea member said.

Another case involved a beverage-refill service offered at a cafe in a department store. The service was only available for imported brand bottles.

“That service can be viewed as eco-friendly on the one hand, considering that it does not use disposable cups. But on the other hand, when it comes to imported bottle brands, it should be noted that transportation of these bottles via ship or airplane is accompanied by greenhouse gas emissions,” a source said.

Different sources argued that multiple firms issuing green bonds are from heavy manufacturing industries long accused of severe greenhouse gas emissions.

“Green bonds” refer to debt securities issued to invest in environmentally-friendly projects.

“Green bonds may help firms rebrand their image, and they are risky as we don't know whether these firms are actually making practical efforts to decrease greenhouse gas emissions,” the source said.