Greenwash is “a term that is used to describe the act of misleading consumers regarding the environmental practice of a company or the environmental benefits of a product or service” (Wikipedia, n.d.). Since the 1960s and 1970s, greenwashing has started to appear in newspapers and magazines. Then greenwashing advertisements became even more numerous and more sophisticated in the 1970s and 1980s. Shell’s greenwashing has been carried out from that time to now, and includes destroying the environment, destruction of evidence with money, and faking advertisements for their profit, etc. In “How Royal Dutch Shell Whitewash led to Greenwash,” the author states, “Shell settles Martinez Refinery dumping suit for $3 Million, Shell pipeline rupture in Washington and groundwater contamination by Shell in USA” (2007, para. 3). Also, Shell’s one advertisement is issued because the advertisement was not believable in its contents, and it seemed like it made them change their image. In “When truth comes in wash,” the author states, “British advertising watchdog found Royal Dutch Shell’s ads were likely to mislead readers” (2008). However, even though many scientists and environmental group argued Shell’s advertisement was not improved story, Shell said that their producing of refinery’s C02 aims growing flowers.
First of all, Shell needs was more intensive regulation and stronger laws. Shell’s advertisement obviously person intended to change their image and hide their environmental problem. Every person may know today’s advertisement showers their good image to focus on their profit. Shell also hid their established problem with money. Shell is one of richest companies, so they have solved any problem with money. So they need to increase fines until greenwashing companies face a burden with fines. Therefore, to prevent false advertising like Shell’s, advertisement standards need regulation which relies on proven information. Also, to stop Shell’s ungentlemanly behavior, the fines should be increased.
Second, the public should know about Shell’s behavior through mass media. With advanced information in the technology society, many people contact and communicate using mass media. Also, this is one strong way that public power can be shown. Shell’s main purpose is increase or maintain their consumer. So, if Shell’s negative side is announced between to the public on any mass media, their reputation will be down and also consumers will be decreased.
Third, to correct their behavior, we can encourage Shell, for example by using the example of other green companies or composing an atmosphere in which many companies go green. For this, Government should make a policy to support companies’ going green smoothly. Also, Government can encourage having a conference about the environment, and announcing how other green companies are going now. Also, environmental groups can negotiate with companies which have greenwashing problems. Then it will eb easy for Shell to change to green.
Shell is insisting that their behavior is part of a sustainable development process. They also say they are now continuing to reduce greenhouse gas emissions. However, this problem can’t be believed easily. In “Shell: Clouding the Issue” author states, “According to Greenpeace, Shell spends a minuscule 0.6% of its annual investment on renewable. In true greenwash fashion, shell’s actions do not match its words” (2000). Furthermore, their destroying environment is not only this time. Hence, shell needs to recognize what they have done now and then they need to show us what they can do.
In conclusion, Shell’s is accused of greenwashing these days because they used fake advertisement, they controlled their environmental problem with money, and they have been destroying the environment. Therefore, they are need more intensive regulation and laws to change the advertisement standards, and the public should know how Shell acted. Moreover, the government needs to help them, by making conferences between groups of environmentalist and Shell. Also, the government should try to make an atmosphere in which many companies try to go green.
Reference
Bruno, K. (2000, November 15). Shell: Clouding the Issue. CorpWatch. Retrieved April 24, 2008, from http://www.corpwatch.org/article.php?id=218&printsafe=1
Dow, S. (2008, January 23). When truth comes out in wash. Sydney Morning Herald. Retrieved March 26, 2008, from LexisNexis
Donovan, J. (2007, July 9). How Royal Dutch Shell Whitewash led to Greenwash. HULIQ.com. Retrived April 24, 2008 from http://www.huliq.com/26761/how-royal-dutch-shell-whitewash-led-to-greenwash
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