greenwash
GREEN-wash
/ˈɡriːn.wɒʃ/
To make people believe that your company is doing more to protect the environment than it really is.
Specifically refers to the gap between environmental rhetoric and actual practice; it is the ecological version of 'whitewashing'.
The story behind the word. The term was coined by environmentalist Jay Westerveld in 1986. He was inspired by a hotel's 'save the towel' sign, which he realized was more about saving the hotel money on laundry than actually protecting the environment.
Word relationships
- eco-bleaching: A rarer, more technical term for the same concept.
- transparency: The act of being open and honest about environmental impacts.
Commonly confused with
- whitewash: Whitewash is a general term for covering up any wrongdoing; greenwash is specific to environmental issues.
Word family
- greenwashing (noun): The practice of making deceptive environmental claims.
- greenwasher (noun): An entity that engages in greenwashing.
Collocations
- corporate greenwash
- accused of greenwashing
- blatant greenwash
Example sentences
- "The airline's campaign about carbon-neutral flights was labeled a blatant greenwash by environmental groups." A critique of corporate advertising.
- "Corporations often greenwash their image to appeal to younger, more eco-conscious consumers." Academic discussion on marketing.
Memory hook
Think of 'whitewash' (using white paint to cover up dirt) but using 'green' paint to cover up pollution. Green paint over black soot.
When not to use
Do not use for general lies; it must specifically involve environmental or 'eco-friendly' claims.
Fun facts
- The first 'greenwash' was arguably a 1960s ad by a utility company claiming nuclear power was as clean as a mountain stream.
Related words
Explore more words
greenwashing, whitewash, eco-tourism, footprint, hypocritical, sustainable
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