Page 270 - (DK) The Business Book

268

WHITEWASHING,

BUT WITH A

GREEN BRUSH

GREENWASH

IN CONTEXT
When an environmental issue or disaster becomes
FOCUS public knowledge, many consumers want to help
Business ethics by shopping responsibly.

KEY DATES
1985 Scientists announce that
they have discovered a hole in
the ozone layer.
To attract these customers…
1986 First use of the term
“greenwash” in an essay by
US environmental activist
Jay Westerveld.
1990 By the 20th annniversary
of Earth Day, a quarter of
…Company B
all new household products …Company A makes minimal …Company C
coming on to the US market implements changes misleads the
are advertised as “recyclable,” fundamental in order to public on its
environmental environmental
“biodegradable,” “ozone claim green
reforms. policies.
friendly,” or “compostable.” credentials.
1992 The Federal Trade
Commission, in association
with the US Environmental
Protection Agency, publishes
“Guidelines for Environmental
Marketing Claims.”
Some companies use
1999 The word “greenwash” Some companies environmental issues as a
enters the Oxford English take environmental marketing tool—whitewashing,
Dictionary. issues seriously.
but with a green brush.