{"id":67298,"date":"2024-12-03T11:28:53","date_gmt":"2024-12-02T22:28:53","guid":{"rendered":"https:\/\/www.greenpeace.org\/aotearoa\/?p=67298"},"modified":"2026-03-25T14:31:19","modified_gmt":"2026-03-25T01:31:19","slug":"what-is-greenwashing","status":"publish","type":"post","link":"https:\/\/www.greenpeace.org\/aotearoa\/story\/what-is-greenwashing\/","title":{"rendered":"What is greenwashing?"},"content":{"rendered":"\n

Greenwashing is when an organisation makes vague, deceptive or even false claims about their positive environmental impact.<\/p>\n\n

Many companies are greenwashing their products now. This is because growing numbers of people are looking for sustainable and ethically produced products. Companies also have to meet higher standards and requirements that are being set.<\/p>\n\n

Did you know many companies in New Zealand are greenwashing their brands? <\/p>\n\n

Seen a lot of greenwashing going on? See if you can spot who said what with our greenwashing test!<\/p>\n\n

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Take the greenwashing test<\/a><\/div>\n<\/div>\n\n
\"A<\/figure>\n\n

Not the whole truth<\/h2>\n\n

One way some companies use greenwashing is to make a true statement, but in a way that doesn\u2019t tell the whole story. It may not reflect their actions on the ground, or it may be distracting attention away from their main business of pollution. <\/p>\n\n

For example Coca Cola is one of the world\u2019s biggest producer of single use plastic bottles<\/a> and may say the right things:<\/p>\n\n

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\u201cWe have a responsibility to help solve the global plastic waste crisis\u201d \u2013<\/em> The Coca-Cola Company<\/a><\/p>\n<\/blockquote>\n\n

In reality Coca-Cola increases their production of single use plastic every year, fueling the plastic and climate crises.<\/a> They have known reusable glass was the best packaging choice for the planet since the 1970s.<\/p>\n\n

You could say they\u2019re not lying, but it’s not honest.<\/p>\n\n

\"Several<\/figure>\n\n

Wishful thinking<\/h2>\n\n

Some companies set ambitious targets for themselves, then don\u2019t take the actions needed to meet them, while saying the right things. <\/p>\n\n

Many companies have said they’re committed to the goal of net zero by 2050. This means their greenhouse gas pollution would be equal to their greenhouse gas mitigation. However, many companies say this without knowing how they will achieve it.<\/p>\n\n

For example Air NZ says<\/a> it will achieve net zero with alternative sustainable aviation fuels. However these fuels are not available in large enough supply to make this a reality. If they encouraged the supply of biofuels to scale up they could cause the diversion of food crops and create havoc for the world’s food supply.<\/a><\/p>\n\n

In October 2024 Air New Zealand<\/a> gave up on its 2030 emissions reduction target – blaming delivery delays of fuel-efficient aircraft and high sustainable aviation fuel prices. In this case the company is being honest, which is in a way commendable. <\/p>\n\n

Why greenwashing works<\/h2>\n\n

Companies often say the things we want to hear. It’s a good feeling to know our consumer power is supporting good practices or protection of the environment under threat.<\/p>\n\n

It\u2019s in our human nature to want to believe in the good and to know everyone is doing their best to look after nature. <\/p>\n\n

Anyway, we don\u2019t have the time or expertise to research supply chains or read policy statements ourselves. It\u2019s very hard for any of us to judge whether a company is being honest or there\u2019s some level of greenwashing. <\/p>\n\n

Even the experts have trouble:<\/p>\n\n

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“I work in the space of environmental claims, yet if we went to the supermarket and you asked me which products are genuinely sustainable and which products are greenwashing, I wouldn\u2019t be able to tell you.” – Gemma Rasmussen, Consumer NZ\u2019s head of research and advocacy<\/a><\/p>\n<\/blockquote>\n\n

Is greenwashing illegal in Aotearoa?<\/h2>\n\n

It shouldn\u2019t be up to individuals to keep companies honest – companies should be honest! <\/p>\n\n

In Aotearoa New Zealand, the Fair Trading Act<\/a> makes it illegal for businesses to mislead or deceive. It requires businesses to make sure the information they share is accurate and that they don\u2019t withhold important information.<\/p>\n\n

Yet there are no specific rules preventing businesses from making misleading green claims<\/a> \u2013 only guidelines. <\/p>\n\n

Some New Zealand companies are good at promoting their polluting products and brands as \u2018green\u2019 without breaking any law.  They sell themselves and their products, while not saying anything untrue they could be held accountable to.<\/p>\n\n

\"A<\/figure>\n\n

Fonterra\u2019s greenwashing<\/h3>\n\n

There are companies in New Zealand that are making outright untrue statements that breach the law.<\/p>\n\n

We decided to sue dairy giant Fonterra for misleading the public by claiming that Anchor butter is \u2018100% New Zealand grass-fed\u2019.<\/a> In reality Fonterra’s rules allow up to 20% of a cow\u2019s diet (on a dry matter basis) to be imported palm kernel.<\/p>\n\n

Palm kernel is a type of feed for cows linked to deforestation of rainforests in Southeast Asia. Fonterra doesn\u2019t want us to know they are the world\u2019s biggest importer of a product linked to deforestation. <\/p>\n\n

Z Energy\u2019s greenwashing<\/h3>\n\n

Z Energy is the country’s second-largest climate polluter (after Fonterra) and is accountable for more than 10% of the country\u2019s emissions.<\/p>\n\n

Consumer NZ has taken Z Energy to court for misleading the public with its messaging<\/a>.<\/p>\n\n

This is because Z Energy uses the slogan \u201cwe\u2019re in the business of getting out of the petrol business\u201d – but without taking the realistic steps needed to reduce emissions.<\/p>\n\n

Fossil fuels are one of the biggest contributors to the climate crisis \u2013 and fossil fuel companies have known this for years<\/a>. <\/p>\n\n

\"Text:<\/figure>\n\n

Is New Zealand greenwashing its brand? <\/h3>\n\n

Countries have a brand. Think France and baguettes, China\u2019s Great Wall, or Jamaica\u2019s reggae culture. New Zealand has long had its \u2018clean green\u2019 brand, which the tourism and trade sectors depend on.<\/p>\n\n

In 1999, Tourism New Zealand launched a campaign that leant into this image called \u2018100% pure New Zealand\u2019. It doesn\u2019t say anything about what it means, it’s just a good vibe!<\/p>\n\n

Unfortunately, the environmental picture is much less than 100% pure.<\/a> Nearly 50% of New Zealand lakes and around 90% of lowland rivers are classed as polluted. More than half of native freshwater fish species and all native aquatic plants are now listed as threatened. By many environmental indicators<\/a>, New Zealand is far from pure and you could say is greenwashing for tourism. <\/p>\n\n

Tips to spot greenwashing<\/h2>\n\n

So, how do we know if companies (or countries for that matter) are misleading us? It’s hard but we can help each other get better at spotting different greenwashing techniques. <\/p>\n\n

A company could be: <\/p>\n\n