How green is green?

Is their story worth your money?

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Opinions expressed within the content are solely the author's and do not reflect the opinions and beliefs of any listed websites, their affiliates, any entity physical or otherwise, anything, anyone or any other form of matter that isn’t completely and uniquely, me.

2 May 2023

Sustainability has been a buzz word as of late. Sustainability ‘specialists’ from every industry have creeped out of the woodwork. Many of them, coming from very non-sustainable backgrounds. Many brands now have started marketing themselves as sustainable. Even the most obviously unsustainable products have slapped on a green logo, healthy-looking plant icon, or eco-friendly tag. So, what exactly is sustainability and how is every brand and every product now able to claim this title?

The Merriam-Webster dictionary describes ‘sustainable’ as, “capable of being sustained, relating to, or being a method of harvesting or using a resource so that the resource is not depleted or permanently damaged.” It is difficult think that the constant drilling for fossil fuels, fracking of natural gases and mining for coal, are methods that maintain supplies indefinitely, yet, many oil, natural gas and coal companies have jumped on the sustainability bandwagon and started advertising their products as a greener option.

Maybe they’ve found new high-tech methods that we haven’t been told about. Or maybe these finite natural resources have been able to suddenly replenish themselves. Or maybe, we’re simply being duped.

Studies have been done around the world, asking consumers if they’d pay more for sustainable options. Forbes recently quoted a study carried out by the Wharton Business School in Pennsylvania, stating that “nearly 90% of Gen X consumers said that they would be willing to spend an extra 10% or more for sustainable products.” Another study quoted by Business Wire reported that more than 30% of global consumers were happy paying more for greener options. With these statistics, producers reinvent their marketing strategy: “Let’s make our products ‘sustainable’, so we appeal to this ‘woke’ culture of consumers who put their green (dollars) where the green (colour) is.”

For example, Scotch released the “more environmentally-friendly version of the original invisible Scotch Magic Tape”. This product is packaged with a healthy, happy green leaf on its label and states that it has over 65% recycled or plant-based material. Scotch also gave away free samples of this planet-friendly plastic tape, and reviews can be found on their website. Customers were obviously blown away by this ‘magic’, leaving ratings of 4 out of 5 and stating, “Price is similar but it is GREEN!”, “This tape is good for the environment and the tape holder is refillable too.” and “Lastly it helps save the environment being it is plant based.”

Now, let’s have a think about what all this means. To save the planet, use Scotch Magic Tape! Because it is made out of plastic, comes in a plastic holder and is single-use, but is sustainable!

… Right …

This is the story many companies spin. Buying more of something ‘sustainable’ is good for the environment. The consumer is led to believe that they are making the right option and in doing so, saving the planet. The story being told however, should be, refuse, reduce and repurpose, rather than replace with a seemingly ‘better’ option and then buy more of said option.

Let’s look at another example. Many fast-moving consumer good brands now give consumers the option of refills. The story is: don’t use large amounts of plastic in big containers of detergent or hand soap. Instead, fill them up with these sachets and packets. Less plastic is more sustainable. Right?

Let’s think about that. Big bottles of soap and shampoo come in HDPE (number 2) plastic bottles, which are pretty easily recycled, even into similar products. Refillable packets on the other hand are made out of multiple layers of plastics. Different types of plastics are compounded together with aluminium in order to make pouches waterproof, making mechanical recycling impossible. Therefore, pouches end up being burnt and dumped in landfills or converted into oil or energy. Producers are telling you to reduce your impact on the environment by using a single-use virgin plastic alternative instead of a plastic that could actually have been made from recycled material, and be recycled again. Sustainable option, or advertising gimmick?

As consumers, we have the power to say what we want and steer the market towards that type of product. Making informed choices, and being educated can help curb plastic pollution. Just have a little think before your next purchase. What exactly is the advertising, labelling and marketing telling you? Do you believe them, or do you need to dig a little deeper into the meaning of all these seemingly green options. Are we helping with the real definition of sustainability? Or perpetuating a farce?

If the consumer force is driving change, producers will have to step up their game.

Ultimately, is their story worth your money?