August 8, 2013
Greenwash is one of those terms that has gone from needing an explanation to being in common usage in the space of a few years. The reason for that is quite simply that it is the perfect description of a particular form of marketing bullshit that we all recognise. However, while a degree of scepticism about what you hear from marketers is always healthy, but I fear the point has been reached where some people find it easy to dismiss real environmental claims as greenwash. The war against cynicism can partly be helped if more manufacturers and suppliers could get better at demonstrating the validity of their claims.