In times of 'likes' avoid Greenwashing..
Is social media driving greenwashing?
In 2009, when I created my first Facebook account - I had no clue that by 2013, I would be opening (subconsciously) the drop down of 'likes' on Instagram to view how many and who had liked my post. By 2020, professionals 9-5ers, business leaders, emerging industry players and organisations have clutched to the LinkedIn visibility strain, sharing tales and realities of everything from helping an unemployed person gain their dream job to finding the perfect solution to an industry lagging problem as project successes with a little too many hiccups (of did that really happen?).
Recently, a business leader shared a post of a green project from a mangrove restoration - it was applauded quickly and the likes doubled by the thousands in a few hours. I too having quickly graced this before and after image shared a celebratory fit. Considered why and how other regions could take up a leaf from this book, and what other restoration projects could learn from this. A few comments between the accolades, attention possibly drew on the fact that the terrain in the before photo did not in fact match what was in the after - had someone moved the lake, did the drone capture the image from a reverse angle? The edited post included:
“18/6 point of clarification: in response to several comments questioning the vantage point and location of the 2 images, I have been informed that whilst both images were taken at Eden Reforestation's mangrove planting sites in Madagascar, they are not the exact same site, but accurately represent the land at the start of the planting project (2007) and reforestation achieved by their work (2022). Apologies if this was misleading, it was not my intention. It doesn't diminish the importance of global reforestation and it's been incredible to see such a positive response! We can do this”
Whilst this is commendable on the train to carbon neutrality and forestation; it seems we might be entering a green loop of instant gratification vis-à-vis green washing. Green washing, as Hilary Meltzer, chief of the Environmental Law Division of the New York City Law Department perfectly puts it
“When fossil fuel companies run ads telling New York City consumers and residents about their commitment to clean energy, but then tell their investors that they plan to substantially increase fossil fuel production over 10, 20, or 30 years, that’s greenwashing”
It is also green washing when businesses introduce projects with falsified and exaggerated figures images to over compensate for process and or impact in order to meet benchmarks. Business as usual in the back, but eco conscious in the front - we do not want none of that.
Interestingly Eco-Bot.Net, an AI system built to expose climate change disinformation and corporate greenwashing on social media, especially during COP26. Dealing with critics social media cooperation like Facebook introduced Climate Science Information Center for fact checking content around climate change. Misinformation about climate goals or eco friendly achievement will not be slowing down as many businesses understand the science of social media and increasing the budget for promotion and ads alike.
In the renowned S&P 500 ESG Index, after joining in 2020 Telsa was dropped as part of an annual update. Electric vehicle maker which has tagged as low carbon options for private transport but also according to Forbes the company ranks well behind General Motors and Ford in reporting carbon emissions and setting carbon-reduction targets and that do not disclose their overall greenhouse-gas emissions. Well social media clogged to the boot off the ESG Index; because Telsa, the electric vehicle making company failed due to a lack of low- carbon strategy and “codes of business conduct,” along with racism and poor working conditions reported at Tesla’s factory. Green washing victims have gone beyond booted off social and environment indexes; with leading fossil fuel companies having their day(s) in court from essentially how they have promoted their “green” activities.
As the standards towards protecting our planet for generations ahead go higher; we also expect to see more buzz words like green, climate, net-zero…circle social media platforms amongst investors, business owners, 9-5ers and young professions; especially at a time when the idea of ‘show it or it did not happen’ fuels social media.
Wonder where we’d be when social media and eco commitments are at an all time high alongside the intense purge for instant gratification.
PS. * I am in no way questioning the authenticity of the post, image or project but recommend in this age of digital awareness and need for stronger transparency - closer attention is paid to represent actualities especially around eco emotional troops like restoration.
till next time,
Oghosa