1 Greenwashing and the Green Realities – • We hear more and more talk about the ‘importance of being green’….but what does this mean for us as individuals, businesses and countries. • Given the realities of finite resources and environmental damage, we must look at the correct use of sustainable practices (personally, commercially and politically), to create opportunity and better the world we inhabit. • And we must learn to differentiate ‘greenwashing’ from true sustainable practice. Barry Walsh of Greenbeans.ie
Greenwashing Marketing and Sustainable Future Presentation for BarcampCork 2009
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Transcript
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Greenwashing and the Green Realities –
• We hear more and more talk about the ‘importance of being green’….but what does this mean for us as individuals, businesses and countries.
• Given the realities of finite resources and environmental damage, we must look at the correct use of sustainable practices (personally, commercially and politically), to create opportunity and better the world we inhabit.
• And we must learn to differentiate ‘greenwashing’ from true sustainable practice.
Barry Walsh of Greenbeans.ie
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Why is Sustainability important? - there are 6 billion of us
- resources are finite and damage is being done
- there are huge opportunities in a huge market, which is especially important now.
- there isn’t a choice anymore!
First I will briefly deal with the situation at hand, then we shall go to ‘greenwashing’ and its ills.
Finally, to see the forest from the trees, (no pun intended) I shall return to the greenwashing of sustainable energy in Ireland/UK, and whats really needed.
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There is additional another issue….
• Fossil fuel energy is running out and there is no magic bullet!
• Fossil fuels will get increasingly more expensive, as developing countries increase demand, and fossil fuels are needed to manufacture goods as well as for energy.
• We need to be independent of energy imports, (we are currently one of the most dependent countries in the world on imported energy)! In 2007, 96% of all energy used in Ireland was imported.
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What is wrong with this?
• 2% renewables and measures like wind powered bike lights are insignificant.
• If we all just do a bit, then we only achieve a bit!
• Its like using a teaspoon to try to bail out the Titanic, which brings us to something which many companies, (and governments) of today are guilty of……
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GreenwashingWhat? Why? Why not? And how to avoid it
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What is Greenwashing?
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Green·wash (grēn'wŏsh', -wôsh')
“verb: the act of misleading consumers regarding practices of a company or the environmental
benefits of a product or service.”
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1Greenwash is misleading the public by stressing
environmental credentials of a person, a product or an organization when these are unfounded or
irrelevant
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2Greenwash is an environmental claim
which is unsubstantiated (a fib) or irrelevant (a distraction)
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3 It’s greenwashing when a company or organization spends
more time and money claiming to be “green” through advertising and marketing than actually implementing
business practices that minimize environmental impact.
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Why does greenwashing happen?
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It depends on how you look at it,But reasons are positive
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1changing buying patterns in consumer
markets
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CFC FREE | ORGANIC | FREE RANGE | CRUELTY FREE | BIO | DOPLPHIN FRIENDLY | NON TOXIC
-This was a short term high wind, low demand situation during a single day!!
- In reality, the amount of power capacity to generate from wind in Ireland is about 9%, (and totals 11% if you include hydro and biomass), and is generally lower than this on a day-to-day basis.
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Thanks for listening!!!
• Any questions…..
• Barry Walsh• www.zenthings.com (Massage tables & Yoga mats)• www.greenbeans.ie (We buy used consumer electronics