Eco-Friendly Disguised 'Pretty Trash'... Greenwashing Warning

Starbucks 'Reusable Cup' Campaign Sparks 'Greenwashing' Controversy
Greenwashing Controversies Continue Abroad... Ryanair, Gusto, and Others
"Greenwashing Harms the Planet," UK Regulators Warn of Crackdown
Experts Say "Issues Arise Due to Ambiguous Standards on Greenwashing"
"'Eco-Friendly' Must Be Defined More Strictly and Specifically"

Garbage piled up in front of an apartment complex in Seoul / Photo by Yonhap News

[Asia Economy Reporter Lim Juhyung] As consumers become increasingly aware of environmental issues such as climate change, companies are also emphasizing 'eco-friendly' marketing. However, dissatisfaction is growing as so-called 'greenwashing' cases?where companies disguise commercial tactics under the guise of being eco-friendly?continue to emerge. In the US, Europe, and other regions, campaigns are even underway to crack down on companies engaging in greenwashing advertising. Experts advise that stricter and more specific standards for eco-friendly marketing need to be established.

Greenwashing refers to so-called 'environmental hypocrisy,' where products or services that are not genuinely eco-friendly are promoted as if they are. Although more companies have recently adopted marketing aligned with eco-friendly trends, controversies over greenwashing have grown just as much.

In South Korea, greenwashing controversy arose on the 28th of last month at the cafe chain 'Starbucks.' At that time, Starbucks held a 'Reusable Cup Day' event at all its stores nationwide, where beverages were served in reusable cups instead of disposable ones. This event was held to commemorate Starbucks' 50th anniversary and to encourage the reduction of disposable product use.

However, some netizens and environmental groups argued that Reusable Cup Day did not align with its original intent. First, the reusable cups provided by Starbucks were made of polypropylene (PP), a type of plastic, which became a point of contention. Although the cups themselves can be reused about 20 times, compared to containers like tumblers, this is considered far too few to be truly reusable.

Photos of Starbucks 'Reusable Cup' certifications are being posted on social networking services (SNS). / Photo by Instagram capture

There was also criticism that as consumers increased their collection of the limited reusable cups, plastic consumption actually rose.

In response to these complaints, Starbucks stated, "We hope this is seen not as a short-term event but as part of a long-term plan to stop using disposable cups," emphasizing, "By 2025, all Starbucks stores nationwide will cease using disposable cups and operate with reusable cups."

Nevertheless, greenwashing controversies continue unabated. The Korean Federation for Environmental Movements criticized the Starbucks event, saying, "It is a behavior that wastes resources and produces new plastic waste, deceiving consumers with greenwashing," and added, "If genuine eco-friendly management is the goal, the complete withdrawal of disposable cup use and active encouragement of customers' personal tumblers or other reusable cups are necessary."

As social awareness of environmental issues grows and ESG (Environmental, Social, and Governance) management is emphasized, more companies are engaging in eco-friendly marketing, but there are still many shortcomings.

Greenwashing controversies are not limited to South Korea. In countries like the US and Europe, where eco-friendliness and ESG have already become social issues, some companies have also been embroiled in greenwashing suspicions.

Passenger planes belonging to the European low-cost airline 'Ryanair' are lined up at Dublin Airport in Ireland. / Photo by Yonhap News

For example, the Europe-based global low-cost airline 'Ryanair' sparked controversy starting in 2019 by airing TV and radio advertisements claiming, "We have the lowest carbon dioxide (CO2) emissions among airlines worldwide." This claim lacked concrete evidence to support it.

As the controversy grew, authorities stepped in. The UK's Advertising Standards Authority (ASA) banned Ryanair's advertisement for lacking basis, and Ryanair was ultimately forced to modify part of the ad's wording.

The UK's well-known meal kit delivery company 'Gousto' promoted its so-called 'Eco Chill Box' packaging made from 100% recyclable materials without using plastic, but faced regulatory sanctions. Gousto delivers ingredients and sauces needed for cooking in boxes and had offered the 'Eco Chill Box' option made from 100% recyclable materials to appeal to environmentally conscious consumers.

The problem was that, given the wide variety of packaging materials used in today's delivery industry, achieving a literal '100%' recyclability was practically impossible. The ASA issued a corrective order to remove the '100%' phrase from Gousto's advertisement, stating that misleading advertising could "harm consumers and the planet."

The recycled packaging 'Eco Chill Box' of meal kit delivery company Gousto / Photo by Gousto Official Website Capture

Greenwashing marketing based on inaccurate information not only undermines consumers' efforts to adopt eco-friendly consumption habits but also risks promoting environmental pollution.

Consequently, regulatory authorities in advanced countries such as the US, UK, and Europe are conducting campaigns to detect and eradicate greenwashing marketing. For example, the ASA plans to announce six implementation guidelines that companies must follow before engaging in eco-friendly marketing starting in 2022, and will begin full-scale enforcement.

Experts acknowledge that companies' current eco-friendly marketing efforts have some shortcomings but advise that establishing stricter standards regarding greenwashing is important to prevent confusion.

Heo Seung-eun, team leader at the Green Federation, said, "As seen in Starbucks' 'Reusable Cup' event, companies are making their own eco-friendly marketing efforts," but added, "From our perspective, there is a lack of sincerity in whether the marketing aligns with the purpose of environmental protection."

He continued, "The biggest problem is that the concept of greenwashing remains ambiguous. Even when considering a single raw material like biodegradable plastic, recycling eligibility varies depending on each country's processing standards and regulations. Since criteria for what constitutes eco-friendly materials differ by country, interpretations of greenwashing are also diverse."

He emphasized, "To resolve this issue, it is necessary to define the concept of eco-friendliness more specifically and strictly, and to establish clear standards."

This content was produced with the assistance of AI translation services.