Bangladesh has long recognised the difficulties in achieving true sustainability because of its extreme vulnerability to the negative effects of climate change and environmental degradation. On top of that, it is now another concern that the pervasive problem of “greenwashing” seriously threatens the country’s efforts to improve the environment.

The term “greenwashing” is the deceitful marketing strategy of portraying products and activities as eco-friendly while hiding their true unsustainable nature. This has become a worldwide concern. The demand for eco-friendly products and people caring about the environment increased significantly in recent times.

The market’s increasing demand for environmentally friendly items is a direct result of both consumers’ growing awareness of environmental concerns and the continuous rise in energy prices. As a result, there has been a noticeable rise in green advertising due to the increased public awareness of environmental issues and the global focus placed on corporate social responsibility (CSR) within businesses. In an attempt to appeal to the part of consumers who care about the environment, many businesses highlight the issue of ‘environment’ in their advertisements.

In a country like Bangladesh which is confronting enormous ecological issues, greenwashing is a serious obstacle with far-reaching consequences. Bangladesh appears to have made commendable efforts in implementing sustainable practices. The green movement has influenced many aspects of life, such as environmentally friendly shopping bags and corporate sustainability commitments. Beneath the surface of this seeming environmental consciousness, though, comes a disturbing truth: a significant number of these programmes amount to little more than greenwashing.

In Bangladesh, there are many strategies used for “greenwashing” which are often portrayed with real-world examples of environmental commitment. The first strategy is creating the appearance of environmental sustainability through clever branding and catchy language. Many goods are marked with labels and tags claiming to represent their eco-friendly values. Yet, a closer look may reveal that their actual ecological implications are vastly different from their claims.

Redirecting public attention is also a commonly used strategy. Sometimes, well-known companies with a history of polluting the environment deliberately invest in popular eco-friendly projects to divert people’s attention from their main business operations to something else. This includes issues like deforestation, river pollution, and poor waste management. In addition to serving as a deception technique, this diversion affects public opinion and allows individuals to carry on with detrimental practices with less inspection.

The people who promote decorative measures under the guise of corporate social responsibility programs are known as “greenwashers” in Bangladesh. They take advantage of their genuine dedication to environmental preservation. The positive environmental consequences of these programmes could be overwhelmed by the negative effects of the companies’ activities.

The country is suffering greatly as a result of greenwashing. This problem not only hinders real progress in environmental issues but also fosters indifference and apathy among people as a whole. People who think they are actively encouraging sustainable practices are less likely to hold companies and governments accountable for their actions when it comes to environmental damage.

To tackle the problem of greenwashing, it is essential to use two distinct approaches. First and foremost, consumers and the public at large need to have a higher degree of assessment. It is imperative to critically analyse labels and claims, strive for transparency, and challenge the validity of eco-friendly initiatives. The importance of awareness campaigns and educational programmes aimed at discouraging greenwashing practices also needs to be emphasised.

 Additionally, regulatory bodies must step up their activities. Strict legislation must be put in place to stop companies from using the green movement as a means of making money without really committing to sustainable practices. The core components of environmental legislation should include transparency, monitoring, and sanctions for deceptive marketing.

Greenwashing is a serious problem that has to be addressed and is not something that should be ignored. The state of the environment in the country today demands sincere and cooperative efforts to attain sustainability. To preserve the country’s natural beauty and ecological balance for future generations, we must uncover the deceptive strategies used in greenwashing and ensure the legitimacy of all environmentally aware initiatives.
________________________________________________
The writers are Lecturer, Department of Sociology and Social Work, Gono Bishwabidyalay, and MSS graduate from University of Dhaka, respectively