Is greenwash an evil?

This is my reply to an article. Before I talk I quote two paragraphs from it first:

"Supermarkets can provide the “greenwash” by producing buildings which, in isolation, might approach carbon neutrality, and by addressing easily identifiable issues like food sourcing, healthy eating, organic foods, the elimination of packaging or the use of recyclable packaging, but these are the tip of the melting ecological iceberg — products on the shelves still have the greatest ecological footprint.
Because of their size, retail chains can fundamentally change consumer patterns, which could lead to sustainable organic food production and supply. But this will not happen without a paradigm change in the food economy. Either the consumer makes the ethical choice or the politicians enforce genuine corporate responsibility. "
http://www11.discuss.com.hk/viewthread.php?tid=5905356&page=1&extra=page%3D1#pid120836973

Actualy it is ideality vs reality.
Clearly the 'Yes' camp is not showing any " genuine corporate responsibility". What they did is just a new marketing or operation strategy, it is still a business by nature. Another Bob from the 'No' camp is right in the sense that the increased consumption as a result may boost ecological footprint. So, is 'greenwash' an evil? It's more like there is an assumption that in the absence of greenwash, everything would get improved: carbon emission will drop and resource consumption will diminish. Put it simpler, is greenwash worse than business-as-usual?

As I said elsewhere, sustainable development is an extremely complex idea. There does not have a single solution that can make an enterprise immune from being unsustainable. Not to mention the most complex one - social aspects, it is quite unrealistic to think that you could have zero environmental cost for any good practices. HK people now 'love' recycle bags very much; however, its production takes a lot of energy and fibre materials, overuse of which may probably be more destructive than a wise use of plastic bags. Does it mean that we should keep the status quo?

If we know the net benefits of such 'greenwash' we can make a conclusive statement to the debate. But does it really matter if we can conclude that it does consume more than save? Is it meaningful only because of the measured contributions to ecological footprint? 'Greenwash', or I prefer using green marketing, embodies a paradigm shift. Firstly, the success of its green marketing strategies reminds its competitors and even other sectors the values of green products and services. No one can guarantee these products and services MUST be better than the 'brown' ones, but it is clear that the dominace of 'brown' will never be a sustainable option. We can expect that the true 'greenness' will rise as long as consumers are able and willing to choose according to environmental principles - this is related to the quality of people, information completeness, etc. Anyway, it should be seen as a good start, though imperfect.

Secondly, on the consumer side, it creates opportunities for them to go green. Not everyone is motivated enough to buy a farm to produce organic foods by themselves; nor are they capable of installing a renewable power system at their backyards (particularly in HK). They need a channel to elicit their environmental wishes. And the effects do not end here. First, their environmental behaviours may extend to other aspects of daily life once they adapt to such a good practice. When I become addicted to organic foods I may probably be more willing to support NGOs' anti-GM foods campaigns. Also, people are socially connected, my colleagues and relatives may be influenced by my good practices and become interested in organic foods too. Bear in mind that social pressure is a key to a big change in society at large.

So, green marketing is not an one-off process. One has to look beyond immediate negative impacts, if any, and assess by its long-term, aggregate effects. Perhaps, Bob Hayes has overlooked the fact that 'greenwash' is itself an early form of a paradigm change. To create a sustainable society we don't have to wait until a thorough paradigm shift. Green business is demand-driven. While our environmental 'minds' are still primitive (again, particularly in HK), we see imperfect solutions. We change slowly, but it is a good start anyway.

(Look at the recent no-plastic-bags movement in HK where some people collect too many recycle bags simply for fashion or for fun)

PS: I am curious what Bob Hayes means by "politicians enforce genuine corporate responsibility"? Can it really be 'enforced'? Corporate responsibility should be voluntary by nature.