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Hi, I'm Anna Luísa Beserra, and today we're going to explore a crucial topic for conscious consumers, entrepreneurs and managers: #greenwashing. Let's find out what it is, why it's important to avoid it and how we can make more accurate decisions for a more sustainable world.
What is greenwashing?
Greenwashing refers to the practice of companies that, intentionally or unintentionally, present an environmentally friendly image, but which does not fully correspond to their actual practices and products. It is a deceptive strategy aimed at capitalizing on the public's growing interest in sustainability.
In free translation, the term can be understood as "greenwashing", and can be practiced by different organizations, from multinational companies to government agencies. According to a survey by Idec (Brazilian Institute for Consumer Defense), carried out in 2019 in the five largest supermarket retailers in the cities of São Paulo and Rio de Janeiro. It was found that 48% of the 243 products analyzed practiced greenwashing and the category that does it most proportionally is housewares.
How to identify greenwashing?
1. Examine labels and certifications: Check that the environmental seals and certifications are legitimate and recognized, one of which is SROI. (Don't know what SROI is? Check it out here).
2.Investigate Specific Claims: Be wary of generic claims without detailed or specific information about sustainable practices.
3.Evaluate the Company's Track Record: Companies that are truly committed to sustainability have a consistent track record of responsible practices
How to avoid falling into the Greenwashing trap?
1. Educate yourself: Be informed about sustainable practices and learn about the challenges faced by genuinely committed companies.
2.Research Brands and Companies: Before you buy, research the reputation and environmental practices of the brands you are considering.
3.Question and Demand Transparency: Don't hesitate to question companies about their sustainable practices and demand transparency in their actions.
Tips for conscious managers:
1.Transparency is Key: Openly communicate your sustainable practices and environmentally responsible actions.
2.Make a Genuine Commitment: Adopt sustainable practices in all areas of your business, from the supply chain to production.
3.Engage with the Community: Participate in local environmental initiatives and contribute to sustainable causes.
By acting consciously as consumers and entrepreneurs, we can combat greenwashing and promote sustainable practices that benefit both the environment and society.
We hope this newsletter will inspire you to make more informed choices and contribute to a more sustainable future. Have you heard of greenwashing? Let me know in the comments.
If you have any questions or want to share your own experiences, I'm happy to listen! 😊
With gratitude,
Anna Luisa Beserra
Founder, Sustainable Development & Water For All
LinkedIn: Anna Luisa Beserra
SDW: Sustainable Development & Water For All
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