Sipping brain through a green straw

COP26 undoubtedly holds the title of the most globally relevant topic this month. It's another summit where world governments attempt to address climate change. The first meetings began in 1992 in response to global warming. The most significant discussion occurred in 2015 in Paris, where it was agreed to limit global warming to well below 2℃, preferably to 1.5℃, compared to pre-industrial levels, to achieve carbon neutrality by mid-century. This seemed like a much-needed turning point that would have positive environmental consequences. However, six years later, COP26 is starting on a grim note. None of the set goals are anywhere near being fulfilled. World leaders are giving dramatic speeches about the global climate catastrophe awaiting us. As convincing as it may sound, we must ask ourselves whether the necessary initiatives will indeed be taken or if it's all a well-orchestrated marketing trick designed to instil hope that this issue is receiving more attention than just a few days a year when, in reality, it can be called a form of global greenwashing.

Greenwashing is very prevalent in every aspect these days. This term, by definition, refers to a set of behaviours or practices intentionally misleading consumers about an organization's environmental activities or the environmental benefits of a product, which may appear sustainable but are not. Essentially, it's an attempt by a company to make its products appear environmentally friendly when, in reality, they are not. It's noticeable that environmental activism and awareness, in general, are on the rise, especially among younger generations. Consequently, every business, as always, tries to adapt maximally to the prevailing trend. This leads to products being advertised as "green" as natural, healthy, or recyclable to capitalize on the growing demand for eco-friendly products and services. People today are willing to pay more for something that is presented as contributing to environmental protection, allowing companies to raise the prices of their products and services. Similarly, young people starting their professional careers react positively to companies that operate in line with environmental protection regulations.

This phenomenon has been present longer than we think. The term was coined in the 1980s, while the first examples date back to the 1960s. This type of marketing is illegal in some countries, such as the United States. Again, so-called eco-manipulation is reaching its peak today. You can't find a company that doesn't constantly remind us that it operates according to all environmental standards or whose products are "eco-friendly." Often, companies that have been in business for years or were even characterized as significant polluters in earlier periods engage in greenwashing through renaming, rebranding, or repackaging their products. Unfortunately, such behaviour can harm those who genuinely care about environmental protection or who were founded with that goal. They may face biases and a loss of trust from a portion of the public that results from both the marketing machinery and the experience with products and the operations of companies trying to capitalize on the rapid growth in demand for environmental solutions.

What's especially interesting in such situations is that companies or brands are willing to jeopardize their reputation for potentially higher profits. The benefits are so substantial that they are ready to risk something that has been built for years. Part of the solution is for our country to begin legally sanctioning those who cheaply use this marketing trick and thus, from a regulatory perspective, align itself with the positive practices of Western countries. We may need to see concrete actions from major powers regarding meeting their environmental obligations instead of empty speeches that are supposed to instil fear of a potential end of the world because we are not doomed to perish. Still, we are condemned to sip our brains through a green straw until the dust settles around this year's summit.