Greenwashing: Appearance, illusion and the future of ‘green’ capitalism

Greenwashing is a well-understood concept, describing the use of false or misleading claims and symbolism to give an impression of a company or organisation's commitment to environmental protection and sustainability. While many environmental groups use the concept widely to criticise the ‘optics’ strategies of organisations wanting to improve their image while maintaining a business-as-usual approach, it has largely been ignored in Geography and related disciplines. This paper argues that we need to take greenwashing seriously. It develops a broad concept of greenwashing, suggesting that the processes of obscuring social and ecological relations via greenwashing are central to the (dis)functioning of contemporary capitalism. A critical theory of greenwashing, therefore, is not simply about challenging ‘bad actors’, but is an essential part of a wider critique of ‘green’ capitalism and Sustainable Development.