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In our hyper-consumption based societies, it's always smart to raise a skeptical eyebrow when you hear organizations make claims of how they're "doing their part" in the quest to "save the Earth", (although at the UnSchool we truly believe that no one can "save" the Earth, but we can all change it!). But when companies invest more time and money on marketing their products or brand as "green" rather than actually doing the hard work to ensure that it is sustainable - this is called greenwashing.

Cambridge Dictionary says greenwashing is designed " to make people believe that your company is doing more to protect the environment than it really is."

As an analogy, greenwashing is to corporations as tree hugging is to individuals who say they care about the environment, it's a symbolic reference that has little actual outcomes. And more so just confuses the issue attempting to be resolved.

Whilst some greenwashing is unintentional and results from a lack of knowledge about what sustainability truly is, it is often intentionally carried out through a wide range of marketing and PR efforts. But the common denominator among all greenwashing is that it is not only misleading, but it's also really not helping to further sustainable design or circular economy initiatives. Thus, environmental problems stay the same or more likely, get even worse, as greenwashing often sucks up airtime and misdirects well-intentioned consumers down the wrong path.

One such classic greenwashing case is that of the car giant Volkswagen, who has admitted to cheating emissions tests by fitting various vehicles with a "defeat" device - a proprietary software that could detect when it was undergoing an emissions testing, altering the performance to reduce the emissions level, all while touting the low-emissions features of its vehicles through marketing campaigns. In truth, however, these engines were emitting up to 40x the allowed limit for nitrogen oxide pollutants.

There are countless other case studies across all industries that show how NOT to do sustainability by discovering more examples of greenwashing - like the meat mega-giant Tyson, who got busted for false claims about antibiotic-free chickens. Or the fossil fuel giant BP (who changed their name to Beyond Petroleum and put solar panels on their gas stations) and then got called out for their green misdirection, and of course Coke, who has been accused of greenwashing through 'natural' sugar claims that it started marketing as a way to attract more health-conscious consumers.

In 2007 Terra Choice Marketing came up with the Six Sins of Greenwashingwhich classifies the many ways that companies participate in greenwashing, from outright lying through to making claims with no scientific proof. This is one of the reasons that life cycle thinking is such an important tool to know how to access and use when making sustainable design choices, because many people who get caught greenwashing are often not intentionally doing it, but more so are ill-informed of the impacts of different materials. They thus end up accidentally making unsubstantiated claims about environmental preferences, or worse still making assumptions about what is green or not based on environmental folklore or simple google searching!

GREENWASHING AND SINGLE-USE PLASTICS

One of the most pervasive examples of greenwashing is in the world of single-use plastic. Did you know that half of the worlds disposable plastic has been produced in the last 15 years! And 91% of plastic produced globally is NOT recycled. You have probably already heard of the global plastic-in-the-ocean-disaster we are seeing, with stats that say there will be more plastic than fish in the ocean by 2050 and the horrific images of once pristine beaches being overwhelmed by plastic debris. It's no wonder the world is up in arms about this tragic by-product of our disposable lifestyles.

This alarming issue drove us to create our free Post-Disposable Activation Kit, and it's why we talk so much about the dangerous idea that recycling will solve all the problems, when in fact the main issue is that we have normalized disposability to the point where everything is valueless. And not only is recycling a bit of environmental folklore, but so are many of the bioplastics being marketed as sustainable design solutions.

Bioplastics are plastics made from bio based polymers that are engineered to perform like normal petrochemical plastics. In nearly every case, they need a certain set of conditions to break down in ( oxygen and sunlight that aren't present in a landfill or the ocean, for example). Further to the end of life management issues, they also require a certain amount of petrochemicals in their production phase so often have a similar amount of 'plastic products' embedded within them. Additionally, since plastic bags take a lot of energy and other resources to manufacture in the first place, a "friendlier" plastic is not helpful at all when using life-cycle thinking. The FTC began cracking down on the misleading claims of bioplastic manufacturers in 2013 and handed out more warnings to marketers in 2014.

This was the case in Australia years ago when a plastic bag company swapped to 'biodegradable' plastic, which technically didn't fully degrade, but instead just breaks down into smaller parts unless it's processed in a digester specifically designed to create the conditions for biodegradation. What is actually needed is a compostable bag, which is a different thing entirely. The bag made big eco claims, and the consumer affairs watchdog fined them and required them to stop selling the product as it was completely false. In fact, Australia has this entire guide on how to avoid greenwashing!

As consumers, we have the power to see through the greenwashing and calling bullshit where it's due, rather then falling into the safe belief that there are simple solutions to complex problems. We can continue to pressure corporations to create truly viable, post-disposable, sustainable and circular design solutions by changing our own habits and behaviours to support the more sustainable options. We believe that all of these problems are solvable with good design, a systems mindset, and services that reconfigure how we meet our human needs without damaging Earth in the process. If you want to participate in the global post-disposable redesign challenge, check out this set of design briefs that we created.

BUST MORE ECO-MYTHS

Greenwashing is all about misdirection, showing one thing that distracts you from what is really going on. The main issue we see is that greenwashing takes up valuable space in the fight against significant environmental issues like climate change, plastic ocean pollutions, air pollution and global species extinctions. The saddest thing is that many companies do it by accident, as they don't have the expertise to know what is truly environmentally beneficial, and what is not.

We are approaching a critical time in which more organizations and individuals are adopting sustainable design and zero waste living practices, and entire communities are banning disposable plastics, It's important to be able to quickly identify instances of greenwashing, and replace them with truly sustainable practices both as a consumer and as an employee (which the UnSchool sustainability course covers in more detail). Tools such as life cycle assessment allow organisations to understand what is going on when they make changes and to ensure that if they make claims about the eco credentials that they are validated, not just assumed.

THIS IS A TIME OF ABUNDANT OPPORTUNITIES.

We all can be change agents in considering and designing sustainable outcomes in the world around us that affect systemic wellbeing - socially, economically, and environmentally. When we frame sustainability as a practice that helps us create a future that we're excited about living in, we generate optimism about solving complex problems (which is what's required to truly tackle these issues!).

Pair that with creative thinking, knowledge of systems and life cycle thinking, and a foundation built on what sustainable design in practice really looks like, and we'll have tangible outcomes that are positively disrupting the status quo and affecting change. The key here is for more people to adopt the tools of change, not just follow along with the trends, but be willing to do the work to understand what needs to change.

- - - -

This article is part of the UnSchool Journal series, sign up here to receive articles like this in your inbox every week.

At the UnSchool we are dedicated to helping people make a positive impact and increase capacity to make more effective change-making decisions for a sustainable and regenerative planet, we now have an UnMasters track to get certified by the UnSchool as a professional creative change-maker.

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What is Greenwashing? How to Spot It and Stop it

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In our hyper-consumption based societies, it's always smart to raise a skeptical eyebrow when you hear organizations make claims of how they're "doing their part" in the quest to "save the Earth"...

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What Is Representation? | Let's Talk Theory

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Facebook and Instagram 'stoke division and weaken our democracy,' whistleblower testifies

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Hulpmiddel voor het manifest: lijst van waarden

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Hulpmiddel voor het manifest: lijst van waarden

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De rol van waarden bij (morele) oordeelvorming

Aan een ethische discussie of moreel beraad kan vaak veel meer diepgang worden gegeven als iemand de vraag stelt welke waarden precies op het spel staan. Zo kunnen bijvoorbeeld ineens de verschillende posities van twee personen in een morele discussie over het wel of niet toestaan van wapens hierdoor helder worden: de ene persoon blijkt meer om de waarde veiligheid te geven terwijl de ander vrijheid belangrijker vindt.

Jammer genoeg vragen veel mensen zich maar zelden af welke waarden bij een discussie op het spel staan (jij bent hopelijk een uitzondering!). Het zou echter dus aan veel morele discussies meer diepgang geven. Daarnaast maakt de vraag eerder inzichtelijk dat je mogelijk te maken hebt met een moreel dilemma: met conflicterende waarden. Je kunt helaas niet alles willen wat waardevol is. Ik zal dit aan het eind van deze bijdrage verder toelichten.

Voordat je namelijk in een morele discussie je kunt afvragen welke waarden relevant zijn en/of welke waarden jij belangrijk vindt, moet je eerst weten wat een waarde precies is en welke waarden er zijn. Ik zal dit in deze bijdrage uiteenzetten.

Wat zijn waarden en normen?

Laat ik beginnen met de betekenis of definitie van een waarde.

Een waarde is een betekenisgevend ideaal; een overtuiging over wat nagestreefd wordt of zou moeten worden; een doel is of kan zijn (bijvoorbeeld ter uitoefening van een bepaalde professie als advocaat of arts of meer in het algemeen wat een leven tot een goed leven maakt).

Uit deze waarden (vaak positief verwoord) volgen vervolgens allerlei concrete normen (vaak negatief verwoord): iemand moet x doen, mag niet y doen, et cetera). Normen zijn concrete gedragsregels, soms beschreven, soms niet, die we elkaar opleggen. Zo volgt uit de waarde veiligheid de concrete norm aan toezichthouders om een helm te dragen als ze een bouwplaats inspecteren. Een verdere toelichting over het verschil tussen normen en waarden vind je hier.

Nu dit duidelijk is, is het interessant om te zien welke waarden er zijn. Hieronder vind je hiertoe een uitgebreide lijst met voorbeelden van waarden waarbij het begrip "waarde" in brede zin is ingevuld. Een aantal waarden in deze lijst zullen eerder als deugd of karaktereigenschap worden gezien (maar het zijn ook modale waarden). Wat een deugd precies is? Na deze lijst met waarden zal ik dit uitleggen. Daarnaast zijn een aantal waarden niet als zelfstandig naamwoord omgeschreven. Omdat het begrip wel een ideaal verwoordt, heb ik het - vaak op verzoek - wel in de lijst opgenomen.

Aanvullingen zijn welkom!

Laatste update: 26-3-2021
(met dank aan Frank)

Aanwezigheid

Antifragiliteit
Artisticiteit

Avontuur / Avontuurlijkheid

Bedrevenheid
Bedrijvigheid

Beschaving / Beschaafdheid

Bondigheid

Doelmatigheid
Doorleefbaarheid

Duidelijkheid
Duurzaamheid

Leefbaarheid
Leergierigheid
Leiderschap

Mededogen
Menselijkheid/Medemenselijkheid

Milieubehoud
Milieubewustheid
Moed

Natuurbehoud
Nauwgezetheid

Orde
Ordelijkheid
Originaliteit

Persoonlijke ontwikkeling

Publieke verantwoordelijkheid

Representativiteit
Resoluutheid

Robuustheid
Roem
Ruimdenkendheid

Tenaciteit

Tevredenheid
Tijdloosheid

Toegenegenheid
Toewijding

Uitgelatenheid
Uitmuntendheid

Verstandhouding
Verstandigheid

Vertrouwelijkheid
Vertrouwen
Vertwijfeldheid

Voortreffelijkheid
Vooruitstrevendheid

Welvaart (immateriële/materiële)

Zachtheid
Zachtmoedigheid

Zelfbehoud
Zelfbeschikking

Zelfcontrole
Zelfontplooiing
Zelfrealisatie

Zelf-zijn / zichzelf-zijn

In deze lijst zijn zo veel mogelijk positieve idealen opgenomen al kan over bepaalde waarden worden gediscussieerd of deze altijd positief bijdragen aan het menselijk leven. Het streven naar zorgvuldigheid is goed. Maar kun je ook niet te veel streven naar zorgvuldigheid? En is vaderlandsliefde positief?

Misschien moeten we Aristoteles volgen die waarden bezag vanuit de deugdontwikkeling. Een deugd is een karaktereigenschap - een houding, een persoonseigenschap - waardoor je het goede doet. Ze geven het antwoord op de vraag "wat maakt iets goed?". Bij Aristoteles ligt het juiste deugd-ideaal waar we naar moeten streven zijn in het midden; pas als we het juiste midden vinden in ons handelen functioneren we als een goed mens. Dit geeft eigenschappen als moedig zijn, verontwaardiging of verantwoordelijk zijn. Het zijn idealen tussen te veel en te weinig. Voor een advocaat is het een goede karaktertrek om niet openhartig te (willen) zijn. Dit is niet voor niets opgenomen in de Gedragsregels Advocatuur. Maar er zijn gevallen denkbaar waarbij ook van de advocaat openheid wordt verwacht. Waar ligt het juiste midden? Het juiste midden geeft de deugd confidentieel-zijn. Dit is te koppelen aan de waarde confidentialiteit: een waarde die past bij de goede uitoefening van het beroep van advocaat.

Ook voor veel waarden geldt dus: teveel is ook niet goed? Een aantal waarden benoemt in ieder geval ook een midden. Bijvoorbeeld dapperheid: dit zit tussen lafheid en overmoed. Kun je ook te dapper zijn? Niet als we dapperheid niet verwarren met onbezonnenheid.

Daarnaast is het belangrijk om in te zien dat waarden kunnen conflicteren waardoor het lastig te bepalen is wat het goede nu is. We spreken dan van een moreel dilemma. Een voorbeeld. Een advocaat wil in een specifiek geval enerzijds vertrouwelijk omgaan met de gegevens van een cliënt maar anderzijds ook de veiligheid van de samenleving in acht nemen. Veiligheid en Vertrouwelijkheid botsen. Een goed advocaat weet echter ook waar hier - in een specifiek geval - het midden ligt. Dit vraagt opleiding en ervaring: inzicht in belangrijke beginselen, morele intuïtie, belangen, normen (wet- en regelgeving, gedragsregels) en kennis van de morele identiteit van de beroepsrol, het kantoor waarvoor de jurist werkt, de persoon zelf als zijn of haar omgeving. Dit zoeken naar een middenweg toont - volgens sommige auteurs - de directe relatie tussen waarden en deugden.

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Een overzicht van 365+ waarden die om een norm vragen (lijst-update)

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Mike Monteiro Interview - On The Street / Episode 2 / Element Talks 2017, Warsaw

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For weeks, Facebook has stared down mounting anxiety over a leaked internal study about the harmful effects of Instagram on teenage girls - and Tuesday night, Mark Zuckerberg finally responded to the scandal personally. In an open letter to Facebook staff, Zuckerberg scoffed at concerns raised by whistleblower Frances Haugen, doubling down on earlier Facebook claims that the report has been misinterpreted.

"If we're going to have an informed conversation about the effects of social media on young people, it's important to start with a full picture," Zuckerberg wrote. "We're committed to doing more research ourselves and making more research publicly available."

But for researchers who study social media, the internal study that sparked the controversy was mostly confirmation of what they already knew - that Instagram makes teen girls feel worse about their bodies, and that they blame the platform for anxiety, depression, and suicidal thoughts.

Megan Moreno, principal investigator of the Social Media and Adolescent Health Research Team at the University of Wisconsin-Madison, says Haugen's interpretation of the internal research squares perfectly with other work done on social media, especially Instagram.

"I didn't feel like it was tremendously surprising"

"For a certain population of youth, exposure to this content can be associated with diminished body image, or body image concerns," Moreno says. "I didn't feel like it was tremendously surprising."

In fact, social media researchers have spent around ten years gathering evidence on how teen body image is affected by social media. Studies regularly find that teen and preteen girls who use Facebook, for example, are less satisfied with their bodies and do more self-objectification. One 2014 analysis of around 100 middle and high school girls showed that those who spent more time with Facebook photos had more weight dissatisfaction and more of a drive to be thin. Another study found that girls who spent more time online and on social media were more likely to diet. More recent studies on Instagram show similar findings: female college students were less satisfied with their bodies after seeing Instagram images of thin body types. A 2016 study of that same demographic showed that seeing images of peers and celebrities from Instagram led to more body dissatisfaction.

Facebook has defended itself by pointing out that Instagram makes other teens feel better about themselves - but that's also been duplicated by other studies, and not all the researchers find it reassuring. Teens who are confident in themselves already might not be negatively affected by Instagram, Moreno says, or it may help their self confidence - but kids who have lower self esteem are still vulnerable to the negative effects.

"The rich get richer, and the poor get poorer"

"The rich get richer, and the poor get poorer," Moreno told The Verge. "If you're acknowledging that the people you harmed were already at risk, that suggests you're uniquely disabling people that are vulnerable, I'm not sure that argument suggests that you're out for people's best interests."

The findings fit into a larger body of work on other forms of media, like reality television and magazines. Teen and adolescent girls who interact with that content also tend to say they're more dissatisfied with their bodies. They're also more likely to spend more time comparing themselves to others, and that type of social comparison is linked to anxiety and fears around the way they're judged by others.

Social media, though, is unique in that users are seeing people they know. "There's this sense that you're comparing yourself to people that you're connected to, in some way," Moreno says.

The Facebook data's consistency with past research also makes it harder to explain away the findings, and cast doubt on the annotations Facebook made when it released the underlying report. The research appears from the published slides to be strong and carefully done, Moreno says. "The design is excellent," she says. "Their study was designed in the way that I've seen many others designed, which again is I think a measure of its quality."

Facebook also argued that the data wasn't representative of all Instagram users, that there were also findings about positive benefits from Instagram, and that the number of people surveyed in some cases was small. But while pointing out limitations is an important part of analyzing research data, the limitations here are similar to what might be seen in other studies, Moreno says.

"Presumably, they got the data they asked for, they got exactly what they were looking for," Moreno told The Verge, "but they didn't like what it told them."

Related:

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Facebook's whistleblower report confirms what researchers have known for years

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For weeks, Facebook has stared down mounting anxiety over a leaked internal study about the harmful effects of Instagram on teenage girls - and Tuesday night, Mark Zuckerberg finally responded to the scandal personally. In an open letter to Facebook staff, Zuckerberg scoffed at concerns raised by whistleblower Frances Haugen, doubling down on earlier Facebook claims that the report has been misinterpreted.