Essay About Greenwash

1287 WordsOct 31, 20106 Pages
In recent years, the competition among companies is fiercer than ever, and customers have been concerned about environmental issues, so many organizations devote themselves to attract customers via promoting green products and services. As a result, green products as well as greenwashing products, which are labeled as eco-friendly while actually they are not, have inundated the marketplace in modern society. However, some companies overstate their environmental claims so that customers have difficulty in distinguishing real eco-friendly products from greenwashing ones. This essay will show the reasons for greenwashing problems and discuss Chevron’s (one of the world’s largest integrated energy companies) marketing strategies, which hides…show more content…
Finally, there is no exact policy or regulation to stop greenwashing (Horiuchi et al. 2009, p.10). The U.S. Federal Trade Commission (FTC) failed in responsibility to oversee advertising practices for the reason that no organization has solved the problem or even slowed down companies’ step to greenwashing (Horiuchi et al. 2009, p.10). In the 1980s, Chevron launched a “People Do” advertising campaign, fruitlessly trying to positively change its poor public reputation. The campaign is about saving sea turtles, includes a series of advertisements associated with nature and sends a message to customers that the company cares about protecting environment (Coover 2008, p.7). However, during the campaign, Chevron was to blame for one of the largest oil leaks in Los Angeles County (Coover 2008, pp.7-8). Thus, Chevron’s campaign is regarded as a public relations strategy in order to divert consumers from harmful effects of corporation on the planet and save its notorious reputation for damaging to the environment (Guber & Bosso 2007, p.47). Furthermore, Chevron claims that it works with the government and its partners, protecting natural gas and looking for eco-friendly energy. In 2004, Chevron ran another brand marketing campaign and adopted “Turning partnership into energy” as its slogan (Johnson 2004, p.22). The slogan means that Chevron would cooperate with its competitors in protecting the nature and develop a new environmentally responsible partnership with

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