Today, the term “greenwashing” is well known, referring to the practice of brands using unsubstantiated or misleading environmental claims to enhance their image or the one of their products or services. But where does the term “greenwashing” come from?
The term “greenwashing” was invented by a student named Jay Westerveld back in the 1980s. At the time, Westerfield was on a research trip, staying in a hotel in Fiji. During his stay at the resort, he noticed that the administration was asking consumers to pick up their towels after using them as a small gesture in the bigger struggle of the hotel in protecting the island’s natural ecosystem. Immediately, Westerfield noticed the contrast between the claim of natural protection present in the note and the action of the resort which was in the middle of a building expansion at the expense of the natural landscape.
Once he came back home, Westerfield wrote an essay about multiculturalism where, for the first time, he cited the word “greenwashing” referring to the misleading note produced by the resort in Fiji. The new term sparked the interest of a local magazine and then, it got bigger and bigger until it got adopted by wider media.
Today, there are still many environmental claims that remain vague, especially to the big public. This is one of the main objectives of the VETting Green Project: to enhance the knowledge of consumers and workers of the footwear and apparel sectors about greenwashing, how to recognise and how to avoid it. To do so, the partnership developed two intertwined instruments: an online survey and a training course.
The VETting Green Questionnaire will help the users evaluate their actual knowledge about issues such as sustainability greenwashing and green marketing. The survey’s results will be a guide towards the training course, helping them to understand in which areas they need to deepen their knowledge.
The VETting Green Training Course will be available in an online platform, and it is aimed at training workers, professionals and consumers in the footwear and apparel industries about different themes: among others, sustainability practices, effective green marketing strategies, the legislative requirements coming from the EU and the risks of greenwashing.
Did you know where the terms “greenwashing” came from? Imagine, how many other things you could discover! Start your journey with the VETting Green Project and build your knowledge and your awareness to make more informed purchasing decisions and to be able to distinguish greenwashing from legit green marketing practices.
Take your first step with VETting Green by completing the questionnaire and start building your knowledge! It will be a great adventure!
References
Watson B., (2016), The troubling evolution of corporate greenwashing, The Guardian, available online (urly.it/318k40)
Rickards C., (2022), A History of Greenwashing: How Did We Get Here?, Country&Town House, available online (urly.it/318k42)