Real Life Examples of Greenwashing (2024)

Few examples of where greenwashing can be highly nuanced.

  • Total

When oil major Total announced in February 2021 that all of its bonds will henceforth be sustainability-linked, the company received a lot of plaudits. But, according to the scientific methodology developed by the TPI, Total’s targets will not take the company below a two-degree pathway. In other words, they’re not net zero compliant. So for an investor with a net zero mandate, Total would have to be screened out.

  • Etihad Airline

Etihad’s sustainability-linked Islamic instrument, or Sukuk, of October 2020. The transaction’s sole KPI is a reduction in the emissions intensity of the company’s passenger fleet by 2024. As part of its corporate strategy, the company plans to purchase next-gen aircraft and engage in R&D around sustainable aviation fuel.

According to people who looked at the transaction, the emissions intensity targets are built off assumptions based on assumptions about future travel, future aircraft fleets and therefore future emissions. The TPI’s science-based methodology concluded the issue was not aligned with the two degrees pathway.

  • Pearson

When education services company Pearson issued a social bond in 2020 to finance virtual learning, management made sure it was aligned with the Social Bond Principles. But at the same time, proceeds were allocated to existing products targeting existing target populations. Since exactly the same social outcomes would have been achieved with a conventional, did the company exploit the ESG label to fund business-as-usual growth targets with no social additionality?

National Australia Bank extended a sustainability-linked loan for the Port of Newcastle in Australia in May 2021, NAB’s loan does hold the coal facility to making environmental improvements, but others say it cheapens the cost of capital and prolongs the life of the world’s biggest coal export facility. By some estimates, Newcastle’s coal throughput accounts for up to 1.5% of global greenhouse gas emissions. And the port will be critical to the new coal mines that have been approved in New South Wales.

  • Repsol

When Repsol issued the first green bond by an oil major, in 2017, it received a negative response, even though proceeds were earmarked for more than 300 technology improvements at existing facilities. But at the same time, it was calculated that the company’s actions would cut GHG emissions by 1.2 million tons of CO2 equivalent. And the bond was part of an ambitious long-term decarbonisation programme.

All of these examples reflect moves to improve the status quo but how credible they are and how material they are is an open question. Ultimately, it has to be up to each stakeholder to decide for themselves but this must in turn be based on rigorous data standards and benchmarks.

Real Life Examples of Greenwashing (2024)

FAQs

What is an example of greenwashing in everyday life? ›

A plastic package containing a new shower curtain is labeled “recyclable.” It is not clear whether the package or the shower curtain is recyclable. In either case, the label is deceptive if any part of the package or its contents, other than minor components, cannot be recycled.

What is the most famous greenwashing? ›

One of the most famous examples of greenwashing comes from Volkswagen after the company was accused of cheating on pollution tests and modifying engine software. It's sometimes called 'Dieselgate' and has cost VW somewhere in the range of 31 billion euros — so far.

Does Starbucks greenwash? ›

NGO National Consumers League recently filed a lawsuit against Starbucks alleging that the company's marketing touting the ethical sourcing of its coffee and tea is false and misleading. Starbucks backs its ethical sourcing claims through its C.A.F.E.

How is Coca-Cola greenwashing? ›

Coca-Cola has often said that it is avoiding pollution, yet it has nonetheless been using harmful single-use plastic packaging. In other words, Coca-Cola has been working on projects that are cosmetic, and the environmental campaigns and promises it has made are like a form of external public relations.

How is Windex greenwashing? ›

Many customers believed this meant Windex was removing plastic from the ocean to create bottles, but that was not the case. Instead, this “ocean plastic” was being retrieved not from the ocean, but from plastic banks in Haiti, the Philippines, and Indonesia (Toto, 2019).

How is Ikea greenwashing? ›

It is precisely in Ukraine, in the Carpathian Mountains, that Ikea is involved in another environmental scandal. Its Ingolf and Ekedalen chairs, which sell by the thousands each year, were made of beechwood from trees illegally felled in primary forests, as revealed by NGO Earthsight in 2020.

Is Walmart greenwashing? ›

Greenwashing lawsuits in fashion

In 2022,, the Federal Trade Commission (FTC) sued Walmart over its deceptive claims of textile fiber products. Walmart faced allegations that its material description “bamboo” on products such as towels was false because the original fiber of the products was rayon (Tayeb, 2022).

Is Nike greenwashing? ›

Companies fudge their sustainability claims all the time, but it's not so easy to prove. Nike is off the hook in a potential class-action lawsuit after a judge said the plaintiff accusing the sports apparel brand of greenwashing doesn't have the goods.

Is McDonald's greenwashing? ›

In the face of these greenwashing accusations, McDonald's recently claimed that it had “substantially” reached its deforestation goals. Originally, McDonald's aimed to eliminate deforestation from its supply chains by 2020, targeting commodities like palm oil, and beef. However, this was not achieved.

Is Chipotle greenwashing? ›

However, some critics have argued that the campaign is misleading and that Chipotle's sustainability practices are contradictory and ambiguous; its marketing strategy could be considered to be an example of “greenwashing,” which is the practice of marketing unsustainable products as being positive for the environment.

Does Apple greenwash? ›

The ad made Apple look self-critical and diligent. But, to us, it represents monumental greenwashing. Worse, the company's dubious carbon-neutral claims may even set the company up for a potential lawsuit.

How is H&M greenwashing? ›

According to the lawsuit, H&M's created illusion “that old clothes are simply turned into new garments, or that clothes will not end up in a landfill” is misleading, adding that “recycling solutions either do not exist or are not commercially available at scale for the vast majority" of H&M's products.

How does Keurig greenwash? ›

Many people simply do not recycle their K-pods. The K-rounds require the purchase of a new coffee machine. This means every consumer who decides to purchase the new more sustainable coffee pods will have to purchase a whole new coffee machine and discard the old machine, making the more sustainable option costly.

Is Sprite greenwashing? ›

A move by Coca-Cola to switch Sprite's green plastic bottles to clear PET plastic has been branded "blatant greenwashing" by environmental activists, despite its claims that the swap will drive packaging circularity.

What top companies are accused of greenwashing? ›

H&M, Zara and Uniqlo are among the companies that were caught greenwashing over the years. These fashion brands contribute to the massive amounts of textile waste caused by the clothing industry.

What is an example of greenwashing in fashion? ›

Fashion Greenwashing Example: When a fashion brand says their production is ethical because they pay minimum wages or don't use child labor. Those things are already required by law in most parts of the world so that doesn't make a brand “ethical” — it just means they're following the bare minimum legal requirements.

What is an example of greenwashing in sports? ›

FIFA. The international sports organization, FIFA, faced public backlash after it claimed its 2022 Qatar FIFA World Cup would be fully carbon-neutral -- which means the organizers would purchase carbon offsets to counteract all carbon dioxide emissions the tournament generated.

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