As climate change visibly impacts communities around the world, eco-friendly projects have captured our collective imagination. Tree-planting drives, green infrastructure, and sustainable agriculture are touted as promising solutions to global warming. But as these initiatives become popular, we also face a growing threat greenwasting.
Many of us are familiar with “greenwashing” when companies attempt to look environmentally responsible without committing to meaningful action. But greenwasting is a different kind of pitfall. It involves the waste of time, resources, and good intentions on projects that ultimately fail due to poor planning, lack of follow-through, or overly ambitious targets. And in many cases, it’s just as damaging to genuine environmental efforts.
Greenwashing vs. Greenwasting
Greenwashing is widespread, especially among major polluters who have plenty of incentive to polish their public image. The term was first coined to describe how companies deceive the public by overstating their environmental commitment. A shocking new study by RepRisk reveled that a quarter of all climate-related corporate scandals worldwide are now linked to greenwashing, a sharp increase from last year's 20%. Even more alarming, 31% of companies caught greenwashing were also found to be engaging in green washing between September 2018 to September 2023. This means they were not only lying about their environmental impact but also their social responsibility.
But there’s a subtler, more insidious version of greenwashing, and that’s greenwasting, when companies and institutions invest in green initiatives that, though they may be well-intentioned, are poorly executed and eventually abandoned. The common thread? A focus on “appearing” eco-friendly rather than making lasting change.
The PR Push
For many companies, green initiatives are treated as seasonal events, heavily promoted on key dates like International Day for the Conservation of the Mangrove Ecosystem (26th July) World Environment Day (5th June) World Wetlands Day (2nd February) etc. It’s no coincidence that big announcements from companies about “sustainability goals” or “carbon-neutral commitments” often align with these days. From one-off tree-planting ceremonies to splashy announcements about reducing emissions, these projects look good in media coverage, but they’re often abandoned once the buzz dies down.
Take, for instance, the practices of major fabric manufacturers and chemical companies. These industries are among the most polluting globally, contributing heavily to water contamination, air pollution, and carbon emissions. On International Earth Day, some of these corporations engage in massive publicity campaigns, commissioning paid publications and PR articles highlighting their commitment to “eco-friendly practices.” But as investigative reports from Greenpeace and Carbon Disclosure Project reveal, few of these companies take genuine action. In fact, only about 20% of them implement sustainability measures beyond initial publicity stunts. The primary goal for many of these firms is to capture public goodwill and portray themselves as eco-friendly but the reality is that little action follows their promises.
The textile industry, particularly fast fashion brands that publicize tree-planting programs in regions like Southeast Asia. While these brands tout their “carbon-neutral” initiatives, the reality is often different. Saplings are planted in poor soil with minimal care, resulting in high tree mortality rates within a few years. Thus, these campaigns become a wasteful exercise in optics, generating fleeting good PR but failing to contribute meaningfully to environmental restoration.
The Price of Greenwasting in Resource-Intensive Industries
Greenwasting isn’t limited to fast fashion. The chemical industry is another major offender, particularly in countries where regulations are looser. In these industries, “carbon-neutral” campaigns often involve token gestures like sponsoring biodiversity projects or climate change mitigation initiatives. But behind these programs, these companies often use low-quality materials, minimal budgets, and inadequate planning, leading to failed conservation efforts and wasted funds.
In South Asia, industries are loudly promoting their "green" initiatives but pollution remains high. Major polluters in the south Asian region have spent around $700 million last year on sustainability PR, creating eco-friendly images that often lack follow-through, according to the Centre for Science and Environment. These campaigns ease public concerns but often mask ongoing environmental harm, allowing companies to sidestep real accountability.
Greenwasting in the Eyes of the Public: Eroding Trust in Environmental Efforts
When companies engage in greenwasting, it doesn’t just impact the environment; it affects public trust. People genuinely want to support eco-friendly companies and community projects, but when they see that these initiatives fall flat, they start questioning the motives behind them. Globally, people are eager to support green projects that promise cleaner air, more trees, and healthier communities. Across the world, environmental initiatives attract widespread enthusiasm. A 2023 survey by the International Institute for Environment and Development found that over 70% of people across 15 countries said they support local green projects.
But beneath this enthusiasm is a growing unease. Nearly half of those surveyed admitted they’re not convinced these initiatives really work. They’ve seen big promises fail to deliver \ whether it's tree-planting projects that wither due to lack of care or “eco-friendly” developments that don’t seem to reduce pollution. These high-profile disappointments leave many wondering if green projects are more about good PR than genuine impact.
This erosion of trust can be seen in consumer attitudes toward industries like fast fashion, where greenwashing and greenwasting are prevalent. Consumers are increasingly aware of the disconnect between fashion brands’ claims of “sustainability” and their ongoing reliance on wasteful, resource-intensive practices. And this awareness matters. According to a study by the Environmental Defense Fund, companies engaging in greenwashing or greenwasting lose consumer trust at rates up to 30% higher than those that uphold transparent and actionable sustainability practices.
Redefining Green Projects for Lasting Impact
To tackle greenwasting, we need to shift our focus from quantity to quality. Rather than emphasizing the number of trees planted or the size of eco-friendly spaces created, we should prioritize the long-term impact and durability of these projects. For instance, studies by the U.S. Forest Service show that trees that receive appropriate care in their early years are twice as likely to survive compared to those neglected after planting.
We also need accountability. Companies that tout their environmental efforts should be required to provide transparent progress reports on these projects, detailing the resources allocated for ongoing maintenance and care. This could help minimize greenwasting and ensure that these projects live up to their promises.
Another powerful tool is education. Programs that train communities in sustainable practices, like urban gardening and recycling, often succeed where one-time initiatives fail. A recent urban gardening project in Detroit reported an 80% participant retention rate over three years, thanks to workshops and community engagement initiatives that taught residents how to maintain their gardens sustainably.
Rethinking Success
Greenwasting is more than just wasted effort it misleads people, convincing them to support initiatives that look good but don’t make a real difference. It’s easy to be impressed by tree-planting drives or conservation projects that get lots of media attention. But when these efforts fade without follow-up, they leave behind a hollow impact. To truly fight climate change and protect our environment, companies need to do more than just talk about going green. They need to commit to real, long-lasting action.
As the urgency to address climate change grows, we have a choice. Do we keep backing projects that are just for show, or do we push for initiatives that deliver lasting results? It’s time to decide if we’re okay with empty promises or if we’re ready to hold companies and projects accountable for genuine change. The future depends on it because if these promises keep going unfulfilled, what will be left when the trees don’t survive and the green spaces fade away?