A GENUINE GREEN FUTURE

While increased focus on environmental responsibility is a positive development, the risk of green washing replacing genuine green action is real and significant

- MANISHA KAPOOR

THE HEIGHTENED AWARENESS around the state of the planet has spurred a global awakening, with consumers increasingly demanding environmentally responsible practices from businesses. The consumer lacks the tools for critical evaluation and can get caught in a web of carefully crafted illusions of greenwashing. There is a growing concern that the performative act of appearing green is overshadowing substantive environmental action.

Greenwashing is the practice of misleading consumers about the environmental benefits of a product, service, or company. It's the art of painting a verdant veneer over practices that remain fundamentally unsustainable. The motivations are clear: to capitalise on the growing eco-conscious consumer base, enhance brand image, and potentially attract investors who prioritise environmental, social, and governance (ESG) factors, all while avoiding the often costly and complex undertaking of genuine environmental transformation.

India is not immune to this trend. Consider the proliferation of “eco-friendly” packaging that, upon closer inspection, might utilise a minimal percentage of recycled material or remain non-biodegradable. Similarly, some real estate developers market their projects as “green” based on superficial features like rainwater harvesting while neglecting crucial aspects like energy efficiency in construction and long-term ecological impact on the environment.