Greenwashing is the practice of using marketing to make exaggerated or unsubstantiated claims that a company, technology, product, or service is safe or beneficial for the environment. Companies often capitalize on lean, energy-efficient, or otherwise “green” business practices to differentiate themselves from competitors and attract environmentally-conscious consumers. However, if a company spends more time and money in marketing its purported eco-friendliness than on improving its business practices or reducing its environmental impact, it can be accused of “greenwashing” its public image.
While greenwashing has become a more common marketing strategy as the environmental movement has progressed, it is not a new phenomenon. The contemporary environmental movement was born as early as the 1960s, and has continued into the present day. For example, in December 2005 the New York Times reported that corporations including Ford, BP, and General Electric “appear to be spending ever-bigger chunks of their advertising budgets” on promoting an eco-friendly image. Today, the FTC maintains a set of voluntary guidelines for green advertising, but companies are not obligated to follow them.
As the consumer demand for environmentally sustainable products and practices has increased, more companies have chosen to align their brand with “green” values that can become the deciding factor when a consumer is faced with competing options. The construction industry is no different. While the buildings we live and work in consume one-sixth of all freshwater, one-quarter of world wood harvests and four-tenths of all other raw materials, and the construction and demolition of buildings produces 40% of the world’s waste, many existing criteria for the greenness of buildings currently go unaudited and miss much of the larger picture of environmental impact.
A significant part CREED LA’s mission is to ensure that the construction industry in Los Angeles supports projects that have positive impacts for the community, including for the surrounding and local environment. This includes working to ensure that our green practices go beyond greenwashing to demonstrate our commitment to a better environment. To find out more about how our non-profit organization works to build a better community and environment for LA, visit us online or contact us today at (877) 810-7473.