Let it be known green washing is a serious offence. Companies who claim to be ‘green’ or ‘sustainable’ for monetary gain and positive PR image, unfortunately are not in the few. Currently there is no legalisation or consensus on what a green and sustainable business is. During my time at university on my business management degree, I read many academic journals on sustainability and ethics. It makes you think just how many businesses are actually sustainable?
Short answer: not many.
First of all when we think of a truly green and sustainable business model profit cannot be at the forefront. Thats a problem because as soon as entrepreneurs hear that profit is not the main motive they exit the group chat. But what happens when consumers prefer to spend their money with businesses who prioritise sustainability and providing social capital; well one of the two things happens.
1: It encourages social enterprise and genuine sustainability
2: It encourages businesses to green wash
The latter is the more common in the business world, ‘green’ for many businesses has become a marketing tool and not a true commitment to sustainability and doing right by the planet.
With that being said the problem is many consumers simply do not know what true sustainability looks like, or how that translates into a business model. Making it even easier for businesses to mislead consumers and greenwash. Frankly, the academics hardly make it a sexy topic, I really value sustainability but truth be told I was super bored reading most of the work. When a topic isn’t fully understood its very easy for businesses to take advantage.
So what are some important questions to ask of a business who claims to be green?
Where are the products sourced from? The further field the more air miles. Locally sourced it best.
Are the raw materials used in the business renewable?
What’s the life spam of these raw materials can they be repurposed or reused or will they end up in a landfill once you’re done with them?
What is the purpose of the product you’re buying, does it serve the planet or a social cause? Or is it merely a gimmick of unnecessary convenience?
Is the planet and society better off from you purchasing from this business?
Conclusion
Doing the right thing is almost always the more difficult choice. But do the right thing we must. Hold businesses accountable when they don’t do the right thing. They won’t exist if we don’t buy from them, remember as a consumer you are powerful you decide which businesses will stay and which will go. Because its high time we prioritise the planet and people and do away with the businesses who care only for their bottom line and nothing else.