This prompted many companies to create a new green image through advertising. In the mid-1960s, the environmental movement gained momentum. The objective was to forestall the regulation of disposable containers such as the one established by Vermont.
The campaign focused on recycling and littering, diverting attention away from corporate responsibility to protect the environment. Keep America Beautiful was a campaign founded by beverage manufacturers and others in 1953. claiming to be green were discovered to commit at least one of these sins. The organization noted that by 2010 approximately 95% of consumer products in the U.S.
Lesser of Two Evils: a claim that may be true within the product category, but that risks distracting consumers from the greater environmental impact of the category as a whole. Irrelevance: a claim that may be truthful but which is unimportant or unhelpful to consumers seeking environmentally-preferable products. Worshiping False Labels: a claim that, through words or images, gives the impression of a third-party endorsement where none exists. "All-natural", for example, is not necessarily "green". Vagueness: a claim that is so poorly defined or broad that its real meaning is likely to be misunderstood by the consumer. No Proof: a claim that cannot be substantiated by easily accessible information or by a reliable third-party certification. Hidden Trade-off: a claim that a product is "green" based on an unreasonably narrow set of attributes without attention to other important environmental issues. TerraChoice, an environmental consulting division of UL, described "seven sins of greenwashing" in 2007 to "help consumers identify products that made misleading environmental claims": New regulations, laws, and guidelines by organizations such as the Committee of Advertising Practice mean to discourage companies from using greenwashing to deceive consumers. Greenwashing has increased in recent years to meet consumer demand for environmentally-friendly goods and services. Critics of the practice suggest the rise of greenwashing, paired with ineffective regulation, contributes to consumer skepticism of all green claims and diminishes the power of the consumer to drive companies toward greener manufacturing processes and business operations. Complex corporate structures can further obscure the big picture. Many corporations use greenwashing to improve public perception of their brands. Highly public accusations of greenwashing have contributed to the term's increasing use. Greenwashing covers up unsustainable corporate agendas and policies. 
Greenwashing can range from changing the name or label of a product to evoke the natural environment (for example on a product containing harmful chemicals) to multimillion-dollar campaigns that portray highly-polluting energy companies as eco-friendly.
Īn example of greenwashing occurs when an organization spends significantly more resources on advertising being "green" than on environmentally sound practices.
Companies that intentionally take up greenwashing communication strategies often do so in order to distance themselves from their own environmental lapses or those of their suppliers. Greenwashing (a compound word modeled on " whitewash"), also called " green sheen", is a form of advertising or marketing spin in which green PR and green marketing are deceptively used to persuade the public that an organization's products, aims and policies are environmentally friendly.
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