Top Examples of Greenwashing by Big Corporations

Explore notable cases of greenwashing by major companies and learn what to watch for in green marketing.
By Jamie

Understanding Greenwashing

Greenwashing is a deceptive marketing practice used by companies to present themselves as environmentally friendly while engaging in practices that are harmful to the environment. This can mislead consumers who are looking to make sustainable choices. Below are three notable examples of greenwashing campaigns by large corporations that illustrate the pitfalls of misleading eco-marketing.

1. The BP ‘Beyond Petroleum’ Campaign

Context

In the early 2000s, British Petroleum (BP) rebranded itself as ‘Beyond Petroleum’ in an effort to project a more environmentally conscious image. This campaign aimed to distance the company from its traditional oil and gas roots and promote its investments in renewable energy.

Despite the rebranding, BP continued to invest heavily in fossil fuels, and the percentage of its total budget allocated to renewable energy remained minimal compared to its oil and gas operations. In 2010, the company faced further scrutiny following the Deepwater Horizon oil spill, which caused extensive environmental damage.

The campaign was criticized for failing to deliver on the promise of sustainability, while BP’s core business continued to contribute to environmental degradation.

Notes

  • The campaign was perceived as disingenuous, leading to public backlash.
  • BP’s investments in renewable energy were less than 10% of its overall budget at the time.

2. Coca-Cola’s PlantBottle Initiative

Context

Coca-Cola launched its PlantBottle initiative, claiming to produce plastic bottles made partially from plant-based materials. The company marketed this as a significant step towards sustainability, highlighting its commitment to reducing carbon emissions.

However, while the PlantBottle was a step towards using renewable resources, critics pointed out that the majority of the bottle still contained traditional petroleum-based plastic. Furthermore, the recycling rates for these bottles were low, and the initiative did not address the larger issue of plastic pollution associated with single-use bottles.

This campaign raised questions about the effectiveness of the initiative in genuinely contributing to environmental sustainability versus merely enhancing Coca-Cola’s brand image.

Notes

  • The PlantBottle contained up to 30% plant material, but 70% was still derived from fossil fuels.
  • Environmental groups criticized Coca-Cola for not addressing the underlying problem of plastic waste.

3. Volkswagen’s “Clean Diesel” Marketing

Context

Volkswagen launched an advertising campaign promoting its diesel vehicles as environmentally friendly due to their lower emissions compared to gasoline engines. The campaign highlighted the company’s commitment to reducing carbon footprints and improving air quality.

However, this campaign was exposed as a significant greenwashing effort when it was revealed that Volkswagen had equipped its vehicles with software designed to cheat emissions tests. This resulted in cars emitting pollutants far above legal limits, contradicting the company’s claims of producing clean diesel vehicles.

The fallout from this scandal had severe repercussions for Volkswagen, leading to substantial fines and a major loss of consumer trust.

Notes

  • The scandal led to the term