Audi, MS, BP, Easyjet, CO2 Is Green Labelled Bad Firms
By Bae Ji-sook
Staff Reporter
German carmaker Audi and U.S. software giant Microsoft were selected as recipients of Bad Company Awards by advocate group, Consumer International (CI).
According to Consumers Korea, its Korean branch, the two were notoriously cited for misleading consumers into thinking that their products were environmentally friendly.
Consumers Korea said that also included on the list of award recipients were petro giant BP, no-frills budget airline Easyjet and CO2 Is Green, an organization claiming CO2 is a valuable resource rather than a pollutant. Consumer Korea says that CI's selection may not be directly related to Korean consumers because the named firms produce a great number of products or promote causes that don't have direct consequences on Korean consumers.
The organization claimed the companies conducted "greenwash" surveys of consumers. The CI poll aimed to check how companies were "disingenuously" spinning their products and policies as environmentally friendly, by presenting cost cuts as reductions in the use of resources or through green PR campaigns or green marketing.
According to their claims, Audi promoted the A3 TDI clean diesel system as one that is as friendly to the environment as cycling or catching the bus.
This claim is overblown because Audi's TDI vehicle has managed to reduce its carbon emissions by only 25 percent. Microsoft, which has just released its updated Window 7, was chosen for having encouraged consumers to buy PCs for their environmental friendliness and special features in its operation.
However, the CI pointed that the largest portion of a computer's carbon footprint is tied up in the manufacturing and disposal of the product, rather than the way it operates.
So, it is more likely that those buying new hardware to run Windows 7, will be increasing their carbon footprint rather than reducing it.
Currently, both products are distributed in Korea and marketed as green products. While the A3 TDI is plugged as being a next-generation car, MS is holding a joint promotion campaign with notebook makers.
Baek Su-ha, PR executive of the MS Korea, said the company stands by its claims.
"The system is simpler, leading people to press fewer keys and wait less. Those are less energy-consuming activities," he said.
Woo Hye-kyung, the spokeswoman for Consumer Korea, said that their greenwash activities weren't as evident in Korea as in other countries, where the firms were more active. "But consumers should be aware of them."
CI is an international non-profit organization with 220 branches worldwide. Last year's Bad Company Award winners included Toyota, Tesco and Samsung.