In the Western world, greenwashing refers to the deceptive marketing practice of presenting an environmentally friendly public image while engaging in environmentally damaging activities. This can involve companies, organisations, or even governments making grand claims about their environmental commitment while doing little or nothing to actually reduce their environmental impact, or even actively harming the environment through their operations. For example, a company might advertise its products as "eco-friendly" while using unsustainable materials, or a government might promote policies that claim to combat climate change while simultaneously subsidising fossil fuel industries.
The term "greenwashing" is particularly used to describe situations where an entity actively portrays itself as a champion of environmental causes while its actions clearly contradict this image. This "fake" eco-friendliness is considered a particularly egregious form of greenwashing. However, in Pakistan, awareness of greenwashing is relatively low. While a small, informed segment of the population understands the concept, the vast majority, even among educated individuals, are either unaware of greenwashing or simply not very interested in the issue.
There is significant disagreement among civil society, academia, and environmental consultants in Pakistan regarding the definition of 'greenwashing.' Each group tends to define it in a way that best suits their own interests, creating confusion and hindering effective action. Furthermore, the lack of a clear, officially recognised definition of greenwashing allows for ambiguity and exploitation. This ambiguity enables individuals and organisations to avoid accountability by manipulating the term to their advantage.
This issue is not unique to greenwashing. Many environmental terms, particularly those not directly linked to the enforcement of environmental laws, lack official definitions. This lack of clarity leads to widespread confusion and inconsistent usage. For instance, the terms 'workshop' and 'seminar' are often used interchangeably, with organisers choosing the label that best fits their client's or donor's requirements rather than adhering to any standardised distinction.
A significant portion of Pakistan's environmental community advocates for collaboration with those who violate environmental laws, believing it's necessary for collective action towards a safer planet. They proudly promote awareness and advocacy campaigns, often with financial support from entities that have not met basic environmental standards in their operations.
The public is not as naive as they are often perceived to be. They are skeptical of these campaigns, often viewing them as mere opportunities for organisers to enjoy refreshments and socialise in comfortable settings
Conversely, another more pragmatic group within Pakistan's environmental sector emphasises the importance of official clearances and compliance with environmental regulations. They consider businesses that meet these requirements on paper as environmental champions, regardless of their actual on-ground environmental performance, which may contradict their claims.
The ultimate consequence is a woefully low level of public awareness and education regarding both environmental and climate issues in Pakistan. This is largely due to the fact that those conducting such awareness campaigns often seek funding from entities that violate environmental laws or are major polluters – namely, large corporations and businesses.
The public is not as naive as they are often perceived to be. They are skeptical of these campaigns, often viewing them as mere opportunities for organisers to enjoy refreshments and socialise in comfortable settings. This skepticism translates to a dismal response rate from the Pakistani public. For instance, when a segment of society was invited recently on social media to participate in an online awareness activity, typically less than five percent of those who viewed the invitation proceeded to the final stage of the activity.
A small but vocal segment of Pakistan's green civil society maintains a firm stance against collaborating with any entity exhibiting even minor levels of greenwashing. These individuals, though few in number, are dedicated to environmental and climate causes, tirelessly working on a self-help basis and funding their efforts out of their own pockets. Not only should these individuals be supported, but a clear set of criteria should be established to identify them, ensuring they receive the necessary backing.
However, the perspective of a significant and diverse group of climate activists and organisations carries substantial weight. They argue that if sponsorships are not awarded based on adherence to environmental regulations, the market for ethical sponsorships will become increasingly limited.
Therefore, the most effective strategy is to secure support from businesses that do not have a history of severe environmental damage and demonstrate some level of compliance with green laws. Even if this approach is not acceptable, individuals should consider directly supporting environmental or climate causes through crowdfunding initiatives. However, the Pakistani public already faces a significant burden from various charitable donations, and adding another financial demand may not be feasible. Recent attempts by some NGOs to raise funds through crowdfunding have yielded limited success.
The central question here is: if an event is organised with the support of an entity engaged in greenwashing, what should that event be called? If a criminal organises an event, we wouldn't call it anything other than an act by a criminal. So, why shouldn't an event sponsored by a greenwasher be called an act of greenwashing?
Accepting this argument would mean that nearly 90% of environmental awareness and advocacy activities conducted in Pakistan to date were, in fact, acts of greenwashing. This reinforces the earlier point: if someone objects to such an event, they should propose alternative sources of funding for activities that genuinely promote environmental safety and climate action.
Failing to refine our understanding of greenwashing within this context could present challenges. On the one hand, a rigid interpretation might hinder efforts to raise awareness and advocacy for environmental protection. On the other hand, reluctantly accepting sponsorships from entities that may not fully adhere to environmental standards could raise ethical concerns. While there's a possibility that public pressure might influence these sponsors to improve their environmental practices, relying solely on this hope may not be a sustainable or reliable solution.