{"id":270,"date":"2023-04-17T07:00:00","date_gmt":"2023-04-17T05:00:00","guid":{"rendered":"http:\/\/www.kakikuu.fi\/?p=270"},"modified":"2024-10-25T18:23:25","modified_gmt":"2024-10-25T16:23:25","slug":"viherpesu-lyhyt-oppimaara","status":"publish","type":"post","link":"https:\/\/www.kakikuu.fi\/en\/viherpesu-lyhyt-oppimaara\/","title":{"rendered":"Greenwashing \u2013 A Brief Overview"},"content":{"rendered":"<p class=\"wp-block-paragraph\">Greenwashing is widely discussed, as responsibility and everything related to it is more relevant than ever\u2014and really trending. What should each of us know about greenwashing, so we can understand what it is and what impact it has?<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">A quick Google search yields many explanations and increasingly clever definitions of greenwashing. Terms like reputation cleaning, image creation, and image marketing are frequently mentioned. It\u2019s also associated with lies and half-truths. Indeed, greenwashing embodies all of these aspects. There\u2019s even a book about the phenomenon, The Greenwashing Guide, published by Otava. This book, written by Antti Isokangas, Jani Niipola, and Riku Vassinen, offers bold opinions and stands on the issue, and I highly recommend it to anyone interested in learning more about the topic.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">In this article, however, I will focus on a brief overview of greenwashing. At its worst, greenwashing is pure deception and fraud. The phenomenon is by no means new. Throughout history, marketing communication\u2014what we used to call advertising\u2014has involved exaggeration, half-truths, empty promises, and lies to grab consumers\u2019 attention and steer their purchasing decisions toward a product. Greenwashing is like Black Friday: it causes consumers to make incorrect purchasing decisions based on false premises. At the same time, it undermines consumers' trust in sustainability efforts and communications.<\/p>\n\n\n\n<blockquote class=\"wp-block-quote has-text-align-center is-layout-flow wp-block-quote-is-layout-flow\">\n<p class=\"wp-block-paragraph\">Greenwashing is like Black Friday: it causes consumers to make incorrect purchasing decisions based on false premises.<\/p>\n<\/blockquote>\n\n\n\n<p class=\"wp-block-paragraph\">Greenwashing is an attempt to make a brand, product, or service appear more responsible than it actually is. This is typically focused on environmental issues, as they increasingly appeal to us consumers. When Finnair recently advertised using fuel that reduces carbon emissions by 80%, but failed to mention that this new fuel is only used on 0.2% of the company\u2019s flights, it was a blatant example of greenwashing.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">When a Finnish berry company talks on its website about responsible entrepreneurship and pure natural raw materials, yet exploits and oppresses Thai berry pickers, it\u2019s clear that this is no longer a trivial matter. Forced labor, meeting the characteristics of human trafficking, and substandard living conditions are things that no one can accept\u2014anywhere.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Sustainability work is an important part of the daily operations of both small and large companies. For large companies, sustainability efforts are characterized by planning, goal-setting, and resourcing. In smaller businesses, sustainability is more often seen in the form of everyday practical actions, guided by the entrepreneurs' values.\n\nBut what if you end up engaging in greenwashing yourself? Would you still dare to speak or communicate about your company's sustainability and responsible actions?<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Yes, you can\u2014and you should. At least as long as you don\u2019t paint vague hopes and intentions as sustainability messages, but ensure that every message is backed by a concrete action. Communication must be grounded in reality, and it must be open and clear.\n\nYou can already get far with honesty alone by asking yourself: Is the situation really as your message makes it seem?\n\nAlso, your sustainability actions and messaging must not compromise any other aspect of responsibility\u2014just like in the berry company example.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Setting clear goals helps even smaller companies establish a roadmap for their sustainability work. Your operations don\u2019t have to be perfect or complete\u2014it\u2019s not only okay but important to communicate your progress.\n\nEven sharing that a certain goal hasn\u2019t been reached is a form of responsible communication.\n\nAnd if you realize that you\u2019ve unintentionally engaged in greenwashing, you can always raise your hand, admit the mistake, learn from it, and correct it through better, more transparent sustainability communication.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"583\" src=\"https:\/\/www.kakikuu.fi\/wp-content\/uploads\/2025\/04\/Greenwashing.jpg\" alt=\"\" class=\"wp-image-356\" srcset=\"https:\/\/www.kakikuu.fi\/wp-content\/uploads\/2025\/04\/Greenwashing.jpg 1547w, https:\/\/www.kakikuu.fi\/wp-content\/uploads\/2025\/04\/Greenwashing-300x170.jpg 300w, https:\/\/www.kakikuu.fi\/wp-content\/uploads\/2025\/04\/Greenwashing-1024x581.jpg 1024w, https:\/\/www.kakikuu.fi\/wp-content\/uploads\/2025\/04\/Greenwashing-768x435.jpg 768w, https:\/\/www.kakikuu.fi\/wp-content\/uploads\/2025\/04\/Greenwashing-1536x871.jpg 1536w, https:\/\/www.kakikuu.fi\/wp-content\/uploads\/2025\/04\/Greenwashing-18x10.jpg 18w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">Greenwashing. Key points summarized on one slide.<\/p>","protected":false},"excerpt":{"rendered":"<p>Viherpesusta puhutaan paljon, onhan vastuullisuus ja kaikki siihen liittyv\u00e4 ajankohtaisempaa kuin koskaan, ja siis todella pop. Mit\u00e4 meid\u00e4n jokaisen tulee tiet\u00e4\u00e4 viherpesusta, jotta tied\u00e4mme mist\u00e4 puhutaan ja mit\u00e4 vaikutusta sill\u00e4 on? Googlaamalla asialle l\u00f6ytyy paljon selityksi\u00e4 ja toinen toistaan nokkelampia m\u00e4\u00e4ritelmi\u00e4. Siell\u00e4 puhutaan muun muassa maineen puhdistamisesta, mielikuvien luomisesta ja [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":1236,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[11],"tags":[14,4,5,23,13,6,21,22,12,7],"class_list":["post-270","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-yritysvastuunperusteita","tag-ihminen","tag-kestava-kehitys","tag-kestavyys","tag-lupaus","tag-talous","tag-vastuullisuus","tag-viherpesu","tag-viherpesuopas","tag-ymparisto","tag-yritysvastuu"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.9 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Viherpesu - K\u00e4kikuu<\/title>\n<meta name=\"description\" content=\"Viherpesu on ajankohtainen ja paljon keskustelua her\u00e4tt\u00e4v\u00e4 aihe. 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