I have noticed a definite “uptick” in the amount of “box ticking” in branding climate awareness when trying to sell goods or services.

Imagine buying a product you believe helps fight climate change, only to find out the company behind it is exaggerating—maybe even fabricating—its green credentials. This is the growing issue of greenwashing, and Tyson Foods, one of America’s biggest meat producers, is now in the hot seat. Accused of overstating its sustainability efforts with promises like “net-zero by 2050,” Tyson’s case is not just another corporate slip-up—it’s part of a larger problem where feel-good marketing clouds the truth. Whilst the environmental costs are high, the real damage might be to the trust between consumers and the companies they rely on to do the right thing.

Tyson Foods isn’t alone in this controversy. As consumer demand for sustainable products grows, many companies are quick to tout their eco-friendly credentials. But when these claims are empty or exaggerated, it creates more than just confusion for shoppers — it erodes trust and stalls genuine efforts to address climate change.

Earlier this year, JBS, a Brazilian meat conglomerate, was sued by the New York Attorney General for similar greenwashing claims. JBS had pledged to reach net-zero emissions by 2040 but, like Tyson Foods, lacked a concrete plan to make this a reality. Such instances highlight a troubling trend where companies leverage sustainability buzzwords to maintain consumer loyalty without making meaningful environmental changes. Greenwashing lawsuits are on the rise globally. Europe and Australia have led the charge in holding corporations accountable, with their advertising integrity boards frequently issuing violations for misleading environmental claims.

Several high-profile cases have exposed the damaging impacts of greenwashing. For instance, Volkswagen’s infamous “Dieselgate” scandal, in which the company falsely marketed its diesel engines as environmentally friendly, cost the company billions of dollars in fines and settlements. Volkswagen rigged its vehicles to appear less polluting during emissions tests, deceiving regulators and consumers for years. The fallout from the scandal highlighted how corporate deception can damage consumer trust, impact the environment, and have severe financial consequences for businesses.

Similarly, ExxonMobil has been under investigation for allegedly misleading the public and its shareholders about the risks of climate change. Internal documents revealed that the company had been aware of the environmental risks associated with fossil fuel use since the 1970’s but had publicly downplayed or dismissed these concerns. Exxon’s greenwashing efforts involved promoting its investments in renewable energy, which, in reality, constituted only a small fraction of its overall business.

These cases are stark reminders that greenwashing is not just a marketing misstep—it has real-world consequences. By diverting attention away from meaningful action, companies engaging in greenwashing contribute to further environmental degradation and delay critical efforts to combat climate change.

Greenwashing is not just about companies making themselves look good. It’s about misguiding well-intentioned consumers. Many people want to spend their money in ways that align with their values, supporting companies they believe are doing the right thing. But when corporations exaggerate their environmental impact, they rob people of the chance to make informed decisions. Consumers may unknowingly support businesses that are contributing to climate change rather than helping to reduce it.

The environmental consequences are just as severe. When companies like Tyson Foods or JBS make empty promises, it delays meaningful action. In the case of Tyson Foods, beef production is responsible for a significant portion of its greenhouse gas emissions, but the company has yet to outline a clear path to reducing these emissions in a meaningful way. Instead of contributing to real progress, greenwashing creates a smokescreen that hides the ongoing environmental damage.

I think we must spare more than a thought for the businesses that are genuinely working toward sustainability often find themselves at a disadvantage, competing with companies that make bold but false claims. This undermines the market for truly sustainable products and creates confusion for consumers trying to make responsible choices. I am advising my hard-working climate conscious clients to take positive action both legally and with PR to protect their efforts.

Thankfully, the rise in greenwashing lawsuits is pushing some companies to be more transparent. Advocacy groups, legal frameworks and concerned consumers are playing an increasingly important role in holding businesses accountable for their environmental promises. For example, the lawsuit against Tyson Foods could result in the company being forced to pull back its climate claims or publish an actionable plan to back up its goals.

Time is pressing, we must get past quaint labels and examine what we find. Greenwashing does more than just harm the reputation of companies like Tyson Foods or JBS—it undermines the global fight against climate change. If corporations don’t back up their pledges with real action, it’s not only their credibility at risk but our planet itself.

© Lawrence Power 2024