What is greenwashing and what can event profs do to avoid it? We find out and get some industry experts to weigh in on the topic.
You’ve heard the term “greenwashing,” right? But what exactly is it?
The term was first coined in 1986 when environmentalist Jay Westerveld published an essay critiquing the practice of encouraging hotel guests to reuse towels under the guise of sustainability – a policy still widely implemented in hotels today. Westerveld argued that the initiative primarily served to reduce hotel costs, with little to no environmental benefit.
Greenwashing is when an organisation gives the impression of being more environmentally responsible than it really is. This tactic makes sense from a business perspective – presenting your company as eco-friendly can attract more customers, provide a competitive advantage, and help you tap into a growing base of environmentally conscious consumers while ticking the net zero boxes. But it comes with significant ethical and reputational risks; misleading consumers and undermining trust in the brand.
So, what can be done in the industry to combat greenwashing? Erin Rooney, Chief Marketing Officer at Prismm (formerly Allseated), gives her thoughts:
“Greenwashing in the events industry is a growing concern, as some companies overstate their sustainability efforts to appeal to environmentally conscious clients. Whether it’s making claims like ‘eco-friendly’ without substantiating actions, using token measures such as recycled materials while overlooking broader environmental impacts, or offsetting emissions without addressing root causes, there are many ways a company can create a false perception of being ‘green’.
To combat greenwashing and reinforce genuine sustainable measures, focus must be switched to educating ourselves and our clients on the difference between authentic sustainability and false claims. This change can include reducing waste, opting for digital floorplans and invites, and sourcing event and food supplies locally. The more aware event professionals and clients become, the more sustainable our industry will become.”
A key step to avoid greenwashing is to do your research; if you’re making an environmental claim, you should know exactly what it is that you’re saying. Don’t just include buzzwords because they sound good, look them up and get to know exactly what they mean. And question what your suppliers are claiming; if it sounds too good to be true, it probably is! Ask for evidence to back claims up – if they can’t provide this, then it might be worth looking elsewhere.
Sarah Thackray, Co-Founder and Director of BeaconHouse Events, said:
“It’s rare that an organisation sets out with the intention of greenwashing, but it’s an easy trap to fall into when things get busy or there are unseen barriers along the way. No one is doing sustainability perfectly and I would encourage any organisation starting out on that journey to be realistic with their ambitions and do their best to achieve it, rather than getting caught up in big promises.
It’s tempting to overstate the impact you have had or what you have delivered to ‘keep up’ or ‘out-green’ the competition, but that can discourage other organisations from being confident enough to take those important first steps or celebrating smaller wins. While it’s worthwhile having a vision and setting targets, it’s ok to be open and admit that you don’t actually know how to achieve them at the start. It’s often about the journey and taking action. We’ll gain much more ground as a sector if we have authentic conversations about where the challenges have occurred, and what we have learned from them, rather than only reporting on what we think will make us look good.”
The pressure to appear green may be strong, but the long-term damage from greenwashing undoubtedly outweighs any short-term gains. Responsible business practices and transparent communication are the only sustainable paths.