Greenwashing is a marketing technique where companies pretend to be environmentally responsible without making meaningful changes behind the scenes. This tactic allows them to appear virtuous while continuing harmful practices, often through the power of marketing, public relations, and misinformation. Greenwashing can include vague, unverifiable claims, using a “lesser of two evils” approach, or shifting blame to obscure the company’s true environmental impact.

One well-known example of greenwashing is BP’s rebranding. The fossil fuel giant adopted a green, flower-like logo and renamed itself “Beyond Petroleum”. Instead of investing in renewable energy as the rebrand suggested, BP spent $107 million on marketing while investing $8 billion into new oil exploration. A little research often reveals the truth behind such “too good to be true” claims.

Another deceptive tactic is astroturfing, where companies create fake grassroots campaigns to manipulate public perception. This often involves hiding the true backers behind campaigns, using corporate-sponsored “experts” or blogs that seem independent but are actually funded by industry interests. The Koch Brothers, for example, fund an astroturfing group called The Heartland Institute, which works to undermine climate science and promote industry interests, such as tobacco and fossil fuels. They publish misleading articles, host conferences, and engage in mass-mailing campaigns to spread misinformation.

To avoid being misled, it’s important to be skeptical of claims that seem too polished or too widely promoted. A little extra research can often reveal the hidden agendas behind campaigns and companies that claim to be eco-friendly.