Cindy Fu

Companies are being awarded for being sustainable and a ‘green’ brand, but how are you certain with the simple awarding process involving “completing a questionnaire and supplying supporting documents…”(Ethical awards: green wash or genuinely recognising sustainability? The Guardian) has actually committed in becoming both an ethical and sustainable company. Any company has the ability to go through these processes. Kellogg’s who is a recipient of such awards actually avoid any opportunity to talk about what they will be continuing to do to commit to long-term sustainability. It does not seem that companies have a genuine interest in becoming a brand that views social responsibility as a priority. It is not even a mere note on the company’s extensive agenda. The fact that such companies are claiming to be “green” in order to falsely lead the public in perceiving their brand has a positive effect on the environment is not ethical at all. Attaching the idea of being sustainable to a company will generally attract consumers as well as satisfy the current importance of being environmentally friendly. But again, is it fair to the consumers to claim such an award that you have not fully deserved?

Source: http://www.theguardian.com/sustainable-business/blog/ethical-awards-green-wash-sustainability