Greenwash: Big Brands and Carbon Scams by Guy Pearse was an eye-opener for a reader like me who pays practically no attention to brand advertising. I didn’t realise how many major brands are striving to present green credentials to their consumers. The book covers a multitude of them across many sectors of the economy, from banks to retailers, car manufacturers, electricity providers, appliances, sports, professional services, soft drinks, real estate, and many more, including even the sex industry.
In some respects it’s perhaps encouraging that so many firms think it important to communicate to the public that they are addressing the question of their carbon footprint and working to reduce the greenhouse gas emissions associated with their business. But looked at closely the positive message they proclaim is often highly disproportionate to the measures they are taking. Minor adjustments to practice are offered as if they were major reorientations of business.