Civilisation is doomed. If Guy Pearse’s Greenwash doesn’t convince you of this then you’re a more optimistic person than me. That, or you’ve been led down one of the most dangerous marketing blind-alleys since Freud’s nephew, Edward Bernays, started working for the cigarette companies.
Greenwash exposes the spin, scams and marketing plans through which multinational companies portray themselves as doing their bit to lower carbon emissions.
Arranged by product categories: beer, cars, celebrities, food, electricity, home appliances, banks, pets, sports and even sex, Greenwash traces and evaluates companies’ claims to carbon friendliness against the realities of their production, investment, and growth figures. In many cases these measures and the promises made by advertising campaigns don’t add up.
The scale of the green branding swindle is mammoth, and there are some unexpected names that crop up; the adventure sports specialist Patagonia for one. This is a company which offers information about supply chains for each of their products, gives 1% of sales revenue to environmental causes and sponsors conservation efforts. Sure, Patagonia may have gone further than most, but Pearse suggests they’re not guiltless and neither are most other companies that claim to be clean.
Perhaps the carbon neutrality proffered by certain banks and investment bodies, however, sets the nadir of the green-washing game. Pearse explains that many banks simultaneously provide capital to, and reap investment profits from hugely carbon-intensive industries. Yet by investing in a fleet of hybrid cars or partnering with environmental charities, these businesses simultaneously proffer an eco-friendly image.
What is the take-home argument from the cases assembled in Greenwash? It goes something like this. Lets say you want to cut your household carbon footprint. You decide to replace your fossil fuel energy with renewable sources. A few choices come to mind; solar power, an electric car, and a wood-fired range to cook on. Efficient, trendy and fun, better still, it’s all carbon neutral.
Lots of companies are selling products to consumers who want to make these changes. By advertising the idea that their offerings are emission-free, products are proffered as the cornerstones of a save the planet lifestyle.

Beware, says Pearse. In most cases, companies that portray their activities in this way fail to factor in a most important aspect of business – the production and supply chain emissions. This includes the carbon emitted in the manufacture of the materials for your lovely new Nissan Leaf, the diesel burned by the trucks, trains and sea vessels that ship these materials to and from factories, and onwards to your home.
Once these aspects of a product’s lifespan are considered, many claims to eco-friendliness and carbon neutrality fail to wash.
Pearse’s work is important. Greenwash is a useful source text for researchers and graduate students who must dig further into the inconsistencies that Greenwash uncovers. I for one, wish I had had this book when writing a recent report concerning the ways in which consumers relate to the natural world in their leisure pursuits.
Ethical consumers and those like me, with rapidly rising levels of eco-paranoia, would also do well to read this and adjust their consumption accordingly.
Surely the point of Greenwash however is not to effect changes in those of us who are already converted. Rather it is to reach company bosses, branding gurus and environmental ministers.
It is with regards to this audience that Pearse misses a trick. Perhaps all his time spent unpacking marketing deceptions has left him unwilling to enter the marketing game himself. In any case, Greenwash shrinks from promoting itself and Pearses’ ideas as carefully as say Naomi Klein’s No Logo or Morgan Spurlock’s various Supersize projects.
Indeed, Greenwash is closer to a laundry list of marketing fiddles than the compelling narratives shared by these best-seller corporate-exposé forerunners. This is unfortunate, because Pearse’s book is more important than many of its predecessors. Yet with little in the way of detailed recommendations towards redressing the malpractice it exposes, Greenwash may fail to influence the powerful readership it deserves.

From a researcher’s point of view, it’s annoying when some wise guy comes along and tells you that your project has failed to do something that you never intended it to do. Pearse sets out to discover whether the climate-friendly revolution being advertised by big business is real. He demonstrates that it’s not.
Nevertheless, Pearse does point out that if climate scientists are right, then this is the decade in which we must take action if there is to be any chance of rebalancing our fragile carbon accounts. With this urgency in mind some might suggest that Greenwash offers too few suggestions for how the accounting procedures to evaluate claims to greenness might be implemented.
Is it possible that, just as foodstuffs are packaged with indications of nutritional values in kilojoules or calories, they could also come with a measure of the approximate energy expended in their manufacture and supply?
I don’t necessarily agree with Pearse that businesses should take the responsibility for carbon emissions during the use and consumption of the products that they sell. I think that’s my responsibility as a consumer.
I do agree however, that my ability to consume responsibly is limited by the misinformation disseminated by these companies’ marketing communications.
Neither is there much in the way of suggestions as to how standards of green advertising could be evaluated and regulated as accurate or false. Perhaps we need commissions to apply advertising standards to eco-friendly claims. External standards are currently available, but these are voluntary criteria that may themselves be flawed for the same reasons that Greenwash explains.
In the meantime, the message I take from Greenwash is that if the carbon-neutral revolution is to be implemented beyond the worlds of corporate spin or well-meaning but essentially powerless householders, then we need these kinds of accounting and advertising management tools right away.
Read Greenwash and then send your copy to a CEO, environment minister, lobby group, or advertising account manager. Pearse has started a useful ball rolling, but if the situation is as bad as he suggests, then his work needs to be developed further, and fast.
Comments on this article are now closed.
Geoffrey Edwards
logged in via email @gmail.com
Guy PEARSE.
Not
http://www.imdb.com/name/nm0001602/
Jane Rawson
Editor, Energy & Environment at The Conversation
Good point! I've fixed that now. Must've had Jack Irish on the brain...
Geoffrey Edwards
logged in via email @gmail.com
I will put Charlie Rakes back on the leash.
Ian Donald Lowe
Seeker of Truth
You forgot to mention BP Energy and it's greenwash rebranding. Here is the oil company that brought us the oil spill in the Gulf of Mexico, which has never really been cleaned up, rebranded with a logo in all the shades of green. BP Solar sells the most expensive and inefficient solar panels on the market. They have spent no money whatsoever on research and development of solar technology, prefering to keep solar panels at the same level of development that they were in the mid 1970's.
You also…
Read moreWade Macdonald
Technician
Good article...
However, we must also place some guilt upon those environmental NGO's in our society who utilise market tactics to greenwash multinational companies as well.
http://www.ipa.org.au/library/publication/1315452023_document_110906_-_report_-_naked_extortion.pdf
Harry Braun
worker
Do any of you know how much electricity it takes to refine a gallon of gas?
The last time I checked, my Nissan Leaf can go about 30 miles on that amount of electricity.
The oil business uses heaps of energy.
Take a look at the list of countries by oil consumption:
http://en.wikipedia.org/wiki/List_of_countries_by_oil_consumption
There is a reason that Canada and Saudi Arabia are both high on the list.
Tee Kay
Conservationist, Author, Children's Edutainer
Robin,
How is a wood-fired range considered carbon neutral? Logging itself produces carbon emissions and the burning of the timber releases even more.
Yes the decomposition of wood releases carbon but that is over many years. Some of these trees have lived for hundreds of years some even to a thousand or more. Burning wood releases all that carbon in a matter of hours, days etc and you cannot replace tree stored carbon at that rate.
So could you please explain your inclusion of wood-fired ranges in the carbon neutral category?
Derek Bolton
Retired s/w engineer
In principle, you could harvest wood sustainably for wood-fired stoves. It's just a matter of having a sufficient acreage per stove, which means you would be replacing the stored carbon at the same rate.
Wood decomposition is worse because it releases much methane too. There is also the potential for bush fires. These may be worse than a well-designed stove in terms of the black carbon released.
As against that, not allowing wood to rot naturally is a disturbance to the ecosystem and could threaten species, and the stoves do need to be designed and operated to minimise carbon particulates.
Tee Kay
Conservationist, Author, Children's Edutainer
That is a huge claim in saying that "you could harvest wood sustainably for wood-fired stoves".
Lets say you have a 1000 wood-fired stoves each burning 5kg of timber a day. So we have a need for 5 tonne of wood per day. Plantation timber in some cases can become commercially viable for harvesting in 14 years in a lot of cases it is around 21 years. The bulk of which is used for its main purpose the remainder being 'scavenged' by firewood suppliers.
How many hectares would be required to provide that 5 tonnes on a daily basis? How soon would that 'waste' timber from these harvests, now a product called firewood, be depleted?
Sorry Derek but I cannot agree with such a claim, in no way can it make sense.
Matthew Thredgold
Software Engineer/Secondary Teacher
"the stoves do need to be designed and operated to minimise carbon particulates."
Too true. And the mathematical minimum is zero, which is only achieved by not buying, installing or using them.
In other words wood burning stoves have a design flaw; they burn wood.
Derek Bolton
Retired s/w engineer
No, it would only have to be no worse than the rotting/bushfire scenario.
Derek Bolton
Retired s/w engineer
You're confusing the validity of the statement with the truth of its predicate.
My claim was that it would be sustainable given enough acreage per stove. There's nothing wrong with that claim, but the predicate means that it may well be impractical and /or uneconomical in most circumstances.
Tee Kay
Conservationist, Author, Children's Edutainer
So Derek apropos to my other reply just one wood-fired stove is worse. Anthropogenic increase in the speed at which carbon is released is by its very nature a worse scenario.
Derek Bolton
Retired s/w engineer
A mature forest is in steady state. Sustainable harvest means that you burn it no faster, kg/yr, than it would have burnt/rotted anyway. There's no increase in the rate of release.
Lucy Saunt
Teacher
I don't think this article is suggesting that wood fired stoves are carbon neutral at all. That's the point isn't it. The marketers want us to think that they are, but because of "the diesel burned by the trucks, trains and sea vessels that ship these materials to and from factories, and onwards to your home." none of it actually is. Whilst everyone slugs out this detail over burning wood though, the major question is ignored. Is it possible to manage and account for these supply chain and manufacturing emissions so we can make cleaners choices? This is why the green lobby never gets anywhere, we get bogged down in details and ignore the big picture.
mark feltrin
Renewable Energy and Resources
Hello i am the current president of Australian Forest Growers Farm Forestry of North East branch (AFG FORNE) And i would like to weigh in here in regard to use of trees for energy.
Read moreThere seem to be biased and rather myopic understanding by some commentators of how we came about to climate change and the future challenges that are presented to the world and the role of the tree in assisting.
In regard to the first aspect a significant portion of human induced climate came about from putting geologically…
Matthew Thredgold
Software Engineer/Secondary Teacher
Absolute Greenwash!!!!!!
My point is that the carcinogenic, mutagenic, toxic, poisonous emissions out of woodheaters and wood stoves have no place being in the suburbs.
See a whole lot of these chemicals:
http://burningissues.org/car-www/pdfs/tablewoodsmokeweightnov02%20.pdf
just don't belong in peoples' lungs.
There is also the not so small problem that when a woodburner is annoying (and yes they can be super annoying) there is no easy way to make the smoke pollution stop. In fact so…
Read moremark feltrin
Renewable Energy and Resources
I don't know your circumstances and yes their might be circumstances where woodfires are not appropriate like in high densification urban areas as you pointed out. But this does not amount to greenwash - just appropriateness of technology in particular situations.
Firewood from sustainable sources utilised in efficient ways is environmentally good.
Matthew Thredgold
Software Engineer/Secondary Teacher
Realistically the critical density, that doesn't sweep the nastiness of the chemicals in wood smoke under the carpet, that fully takes into account the reasonable wishes of people who don't want to be forced to be exposed to the smoke, that density would be about 0.2 dwellings per hectare.
i.e all "high densification urban areas", all suburbs, all towns and most reasonably densely settled rural areas should have strict wood burning bans.
David Boxall
logged in via Facebook
Matthew Thredgold: "... all suburbs, all towns and most reasonably densely settled rural areas should have strict wood burning bans." Matthew, there are already adequate controls on wood burning. Your call for bans is extreme.
Matthew Thredgold
Software Engineer/Secondary Teacher
"There are already adequate controls on wood burning".
Matthew Thredgold
Software Engineer/Secondary Teacher
"There are already adequate controls on wood burning".
Tell that to the people in Canberra, Armidale, Launceston, Timaru, Arrowtown, Alexandra, or a thousand other towns where pollution standards are regularly exceeded.
And those standards, where they exist, are lax, and have no scientific credibility.
David Boxall
logged in via Facebook
Matthew Thredgold: "... a thousand other towns where pollution standards are regularly exceeded." If that was true, wouldn't there be a great many complaints? I hear remarkably few complaints about wood smoke. Most of them from you.
Matthew Thredgold: "... those standards, where they exist, are lax, and have no scientific credibility." What credible evidence do you have for that assertion?
Matthew Thredgold
Software Engineer/Secondary Teacher
David, please give it up. You're constant nagging is getting close (and has exceeded) bullying. I get it. You don't know anything about it, and choose to remain ignorant on the subject. I think you are ideologically driven and are a natural bully. I don't know everything on the subject, but it takes very little time to look something up and it is pretty easy to find reputable sources that back up my view of the world.
On your first point - Most small towns in Australia and New Zealand have no…
Read moreDavid Boxall
logged in via Facebook
Right, so you have no evidence to support your assertion that [standards on wood-fire pollution] "where they exist, are lax, and have no scientific credibility."
Matthew Thredgold: "... complete prohibition on burning wood on all but the remotest farms is the obvious solution, ..." which is an insanely extreme position.
You take generalities and possibilities, then apply them with absolute certainty to your obsession. Sorry mate, that isn't healthy.
You seem to have allowed your obsession to rule your life, and possibly ruin it. That's a pity.
You demand sympathy for your misfortune, but your behaviour earns pity, at best.
Wood smoke isn't pretty; nor is it the end of civilisation. Let go and live your life.
Matthew Thredgold
Software Engineer/Secondary Teacher
David Boxall, You are a bully. You don't want me to have my say.
A prohibition on wood burning in places where people actually live is not an "insanely extreme position". It is the only position that takes into account the reality of the toxicity of the chemicals in wood smoke and enables a basic human right, the right to clean air to not be diminished.
Yeah it seems it is ahead of the curve, but that is only because there is widespread ignorance, and willful pigheadedness, but thanks for demonstrating it for all to see.
Now shut up. You've had your say. You can offer nothing of any value. You remain just a bully.
mark feltrin
Renewable Energy and Resources
Please don't tell other to shut up
A prohibition on wood burning in places where people actually live, in my mind is a limitation to renewable energy source and your thought seem to have little bearing of people and industries using wood as a energy source. In Melbourne The Children's Hospital has installed a wood pellet heating system - A hospital has a fair idea of what is needed in terms emissions.
Here we have a problem in terms of Greenwash where people won't - for what ever are there ignorances - admit to the science when something is done properly and try to taint it as well - thanks for giving us a example Mat.
David Boxall
logged in via Facebook
Matthew Thredgold: "You are a bully." ... "Now shut up."
Matthew, your abuse and accusations are no doubt calculated to intimidate me into silence. Unfortunately, you're just plain wrong. Wood energy isn't perfectly clean, but it's far from the ecological and health disaster that you hysterically proclaim. No amount of ranting and threatening will change that.
If there's a bully here, Matthew, then your behaviour reveals it to be you.
Matthew Thredgold
Software Engineer/Secondary Teacher
The hospital has made a huge mistake, probably under the influence of a sea of misinformation and greenwash. I hope it isn't too costly for them in the long run when it needs replacing.
Wood Pellet burners are a great way to destroy neighbourhood relations as well as air quality. Look what one did to a man at his wit's end in Rhode Island: http://news.providencejournal.com/breaking-news/2012/10/man-gets-suspended-sentence-for-filling-his-neighbors-furnace-with-c.html
People and companies promoting…
Read moreDavid Boxall
logged in via Facebook
Matthew Thredgold: "... a certain type of person just won't let me speak about my experiences. David is one of them." What have I ever done to prevent you speaking?
Matthew Thredgold: "David ... seems to have a huge problem with accepting the fact that I lost my house to woodsmoke pollution." Matthew, whatever gave you that idea? Have I ever questioned you on that point? I do doubt the real impact of wood smoke, as distinct from your perception of it.
A recent study into Wind Turbine Syndrome…
Read moreMatthew Thredgold
Software Engineer/Secondary Teacher
What a lot of absolute unadulterated rubbish.
The smoke in my house was woodsmoke. I didn't like the woodsmoke. I tried to tell them I didn't want the woodsmoke. They didn't listen. I made complaints. No one listened. No one acted on my behalf. I found the physical environment substandard and I chose not to live there. One of my basic needs, clean air, was taken away from me, hence I lost my home.
It wasn't psychosomatic. It was woodsmoke. Being rammed down my throat, and up my nose. Unpleasant…
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Lucy Saunt
Teacher
Good article. The comments here are driving me mad though. The whole point of the article, and the book (I'm guessing) - this is a book review, people - is that wood ranges, hybrid cars, etc. are NOT carbon neutral because of various causes - manufacturing and supplychain emissions, etc. So, no one is saying a wood-fired range is neutral, the point is that some consumers think it's neutral because of greenwashing practices. Why not actually read to the end of an article before you start ranting at the author?
karma teml
artisan/farmer
Great article ive despised greenwashing for years.
In our district there are approx. over 100 houses using wood fired heaters. The majority heat the room, water and cook but some only heat the room so we have it as a primary source of heating. All of the timber used is local dead wood collected by owners of the stoves. The types of forest we collect from are fire dependant to clean up debris. The trees dont rot like they do in warmer areas. So the wood is going to burn either from lighting or controlled burn or in our houses (or a major fire like black Saturday). So as far as neutrality goes im not sure if any of our actions are, but i know i feel allot more comfortable with collecting and using a local product than mining and buying.
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Adam Butler
Engineer and Data Analyst
@MT....."polluting the air you and your neighbours have to breathe"....you mean like driving a car?
I haven't owned a car for 20 years, but alas, I still have to suck in everyone else's exhaust gases riding my bike to work...obviously there's not much neighbourly love out there in car world.
What car do you drive?
Ian Donald Lowe
Seeker of Truth
Australian woodlands used to be managed by indigenous populations who carried out reasonably cold burns on a regular basis in a process that has been called firestick farming. Those indigenous populations are no longer there in most areas to do that maintenance work and forestry departments seem hard-pressed to manage it, so fuel can build up over years to excessive levels and in dry and hot summers can become a deadly risk to large areas of the country. Added to this, 200 years of logging, land clearing and regrowth has left very little natural forest at all and much of the regrowth is very crowded. I don't know where you get the idea that only mature trees will burn? In the Australian summer, when conditions are right, everything will burn, everything.
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Andrew Smith
Education Consultant at Australian & International Education Centre
"Greenwashing" has also been popular with the anti immigration and racist lobbies where from sometime ago in the USA their strategy has been to co opt environmental movements to oppose immigration, population growth, refugees, international students etc.. Not unlike Australia.......
http://everyoneisamoon.wordpress.com/2010/11/11/its-not-easy-being-green/
Trevor S
Jack of all Trades
I am not sure what this article is even trying to do. Alert people that marketing is hyperbole ? how is this new, surely everyone knows that ? Nothing we do is pollution neutral. Matthew prattles on about woodfires and absolutely they are a pain in cites and towns, as are cars, buses paved roads and concrete but that's why I don't live there and prefer to live rurally (and I don't commute, I retired at 42 with very little aside for a zest for life and the bush and by that I don't mean driving…
Read moreLucy Saunt
Teacher
"I am not sure what this article is even trying to do." - Trevor, it seems to be a book review. If you actually read it, it makes the point you make, that alerting people to marketing hyperbole is not enough. It suggests that what we need are accounting and management practices to allow people to make those informed choices about consumption. Your way of life sounds fantastic but for the majority of people. You accuse everyone of ignoring the issues, fine, you're probably right, but you've completely ignored the point of the book and of the review.