CLIMATE ACTION is deterred by the exclusive pursuit of wealth in the capitalist market. This is clearly shown through greenwashing, a form of advertising that misinforms the positive environmental impacts of a company. While the environmental crisis seems to only get worse, greenwashing is becoming increasingly prevalent, with even the most trusted companies being no exception. This is especially problematic, as greenwashing is another form of environmental harm that deters credible efforts made by the few environmentally concerned companies.

Today’s climate efforts

   Our Earth today faces unprecedented turmoil caused by environmental destruction. With Earth reaching a climate emergency, the most impactful change can be actuated by powerful conglomerates leading our society: only if the work is put in properly. However, firms are blind to relentlessly pursuing profit, even if that means deceiving consumers through green campaigns and initiatives. In fact, a substantial number of the eco-friendly initiatives today are accused of greenwashing, with greenwashing incidents by financial institutions on investments increasing up to 70% in 2023[1].

   With its core virtue being profit-maximization, profit-hungry firms misuse their Corporate Social Responsibility (CSR)—a business model for companies to achieve a balance of economic, environmental, and social imperatives—as mere marketing tactics to attract consumers without actually addressing the root cause of the harm they cause. Now, eco-friendly initiatives have been tarnished as superficial, sporadic acts of philanthropy without genuine effort or credibility that spurs change. In the competitive capitalist market, firms are reluctant to make significant investments on legitimate eco-friendly initiatives that are not profitable.

Greenwashing tactics of a trusted company

   This deceptive greenwashing behavior is exemplified by Starbucks, the largest coffee chain in the world. Despite the company’s eco-friendly brand image, the authenticity and practical impact of its climate initiatives have been repeatedly questioned. For instance, the brand’s annual “Reusable Cup Day,” is a day where the drinks are given in “Grande size,” allegedly reusable cups featuring a special design. Though this event is intended to spread an eco-friendly message on sustainability, it is receiving criticism for its insincere effort as the “reusable” cups are created from polypropylene: an inexpensive, thermoplastic polymer that emits greenhouse gas just like regular disposal cups[2].

   Thus, this initiative eventually profits the company at the cost of damaging the Earth, accurately representing a form of greenwashing. Not only are the “reusable” cups made of cheaper toxic, nonbiodegradable materials that cause air pollution, but this event also encourages consumerism by evoking people’s desire to collect new cup merchandise every season. Like Starbucks, many firms today are the key culprits of greenwashing for making token efforts without implementing real changes to their environmentally damaging operation.

Moral dilemmas of greenwashing

   Greenwashing is particularly problematic for misleading the public by creating a false sense of security that we are finally giving back to the Earth. Greenwashing distracts our society from enacting appropriate climate action while eroding the credibility of green actions. For instance, Starbucks’ promotion of its “reusable” cups made of toxic material sends an incorrect message to consumers on proper ways to mitigate air pollution.

   Deceptive marketing practices and false solutions delay concrete climate action that can be taken by the private sector. Through greenwashing, companies are given an unfair advantage of being free to pollute the Earth while benefiting from the illusion of environmental stewardship at the cost of swindling innocent consumers. Practices like greenwashing are a consequence of the private sector’s blind pursuit of wealth that blurs the purpose of CSR business ethics. In a profit-driven capitalist market, pragmatic climate initiatives must be thoroughly monitored. 

[1] Trade Finance Global 

[2] Joong-ang Il-bo