Want to make creations as awesome as this one?

More creations to inspire you

FIRE FIGHTER

Horizontal infographics

STEVE JOBS

Horizontal infographics

ONE MINUTE ON THE INTERNET

Horizontal infographics

SITTING BULL

Horizontal infographics

BEYONCÉ

Horizontal infographics

Transcript

4. Consumer dimension

3. Profesional dimension

2. Citizen dimension

1. Personal dimension

Many times we as consumers try to make a conscious decision when buying products. The way we think and perceive the world around us forms a great part of our personal dimension, which means that sometimes we might want to avoid products that we know are harmful for the environment. The important thing in this dimension is that as our brain is “wired” we can many times think we are doing the right thing when choosing “green” products.

The purpose of the following manual is to promote and help identify different terms that may be unknown to most people like greenwashing and slacktivism which are directly related to climate change. Also this manual seeks to improve awareness toward taking real actions against climate change. In order to achieve these goals it's important to understand the first two key definitions: Greenwashing and slacktivism

Environmental awarness and action manual for dummies

Greenwashing

Many times we as consumers try to make a conscious decision when buying products. The way we think and perceive the world around us forms a great part of our personal dimension, which means that sometimes we might want to avoid products that we know are harmful for the environment. The important thing in this dimension is that as our brain is “wired” we can many times think we are doing the right thing when choosing “green” products.

Slacktivism

Many times we as consumers try to make a conscious decision when buying products. The way we think and perceive the world around us forms a great part of our personal dimension, which means that sometimes we might want to avoid products that we know are harmful for the environment. The important thing in this dimension is that as our brain is “wired” we can many times think we are doing the right thing when choosing “green” products.

How to avoid greenwashing?

A very common habit that is mistakenly believed as environmentally friendly is buying products that are compostable or biodegradable. Most times these items are not as environmentally friendly as one might think.

Example 1

Unmask

A really good example of false green products is Keurig´s capsules or K-cups. These are coffee capsules that were falsely promoted as recyclable by Keurig, by advertising it with a green brand and a recyclable logo in it´s brands.

Example 2

Unmask

Read more

Proposal

Read more

FROM Slacktivism to activism

Definicion de slacktivism

Social media campaings are a great example of slacktvisim. Let's say that someone share a hashtag or a picture of an environmental crisis or problem happening. People will often contribute by sharing or psoting a picture of the topic, but there is more to this...

Example 1

see more

In many other cases companies make publicity towards one specific product, but in reality they hardly sale this product and keep their market on products that are more harmful to the environment. This type of greenwashing is called bait and switch.

Example 2

Unmask

Read more

Proposal

Read more

Building sustaibale work practices

Definicion de slacktivism

RyanAir is an airline that advertised having low emissions and low costs in 2020. The airline claimed to be the lowest emission airline in Europe.

Example 1

see more

In 2019 McDonalds, one of the biggest fast food companies announced that they were changing their plastic straws into paper straws to decrease their plastic waste and become more environmentally sustainable.

Example 2

Unmask

Read more

Proposal

Read more

Transforming consumption habits

Definicion de slacktivism

Today there are many ways to manipulate the advertising in order to make consumers think differently about a campaign product or company.

Example 1

see more

There are some cases when companies will use deceptive certifications in order look like a more environmentally responsable company. This is also achieved by companies stating their sustentability claiming false reports or evidence.

Example 2

See more

Read more

Proposal

Read more

La interactividad es la pieza clave para captar el interés y la atención de tu audiencia. Un genially es interactivo porque tu público explora y se relaciona con él.

Truquito:

The greenwashing tactic used in this case is misleading advertising, which makes people think the product is recyclable in all cases. The problem is that written in small letters you can find a note that says this product is only recyclable in specific recycling centers. K-cups can’t be recycled in normal centers due to their size, so they end up most times in normal trash cans and end up harming the environment. If consumers are not careful of these tactics they can mistakenly think they are recycling.

Companies often use these types of advertising to make consumers think they are making a conscious choice by buying these products. The reality is that most of them are only able to break down properly after certain specific processes. What actually happens is that they end up in landfills or streams which make them contaminate the environment.

One of the biggest wood consuming companies decides only advertise one of their products which is FSC certificated, nevertheless most of the producst they keep selling are still harmful for the environment. This type of greenwashing is called bait and switch, because people as consumers may be desguised by this only product, and the company takes advantage of this situation to generate a mor positive image. This campaigns end up having a great damage by deseaving their consumers ideas.

While this is a great way to raise awarness, most times it ends up after two or three days. The problem is that there is not a clear call to action or a proper action to attack the problem itself. This participation can make individuals a false sense of accomplishment without making an actual change.

Some of the most used way to manipulate consumers are:- Greenwashing: Appeals to people's desire to be more ecological and is often used to present products more environmentally friendly.-Emotional appeal: Creating a connection with consumers makes people more suceptible to impulse buying and less critical of the impact done by the product.

There are many types of certifications that companies use, like: Eco-friendly, plan-based, ocean-friendly, bio-degradable, etc. One example of this is when volskwagen deceived their consumers and regulators regarding their environmental performance. Another example in this industry is electric cars which can have serious repercutions in the environment regarding it's batteries and micropastics that come from the tyres.

The main problem with this company's advertising is that the aviation industry is one of the most emission producer industries. The fact that they tried to advertise themselves as a greener airline is an example of greenhushing, by diverting the attention that the industry has towards a more responsable approach.

The truth in this case is hidden between the lines. Paper straws today are many time concieved as a greener alternative than plastic straws, but this statement isn't always true. Paper straws are considerably harder to produce due to it's manufactoring process which contributes to deforestation, water usage and carbon emission. This is a clear example of greenwashing by misleading and deceiving information. This campaign associates consumers to believe it's a better alternative when it's not necessarily a better alternative.

  • Investigate certifications: Familiarize with certification logos. (USDA Organic, FSC, etc.)
  • Take in account terms like eco-friendly, natural and green in the context of the label.
  • Research the company's track record and legal claims regarding the topic.
  • Try to find greenwashing signals like allusions to nature, misleading announces or click and bait.
  • Remember to investigate the industry of the product.

Tips to avoid getting greenwashed

Getting greenwashed can happen very often and can be hard to notice sometimes. The difference is made when you learn how to identify the signs of greenwashing.

  • Investigate certifications: Familiarize with certification logos. (USDA Organic, FSC, etc.)
  • Take in account terms like eco-friendly, natural and green in the context of the label.
  • Research the company's track record and legal claims regarding the topic.
  • Try to find greenwashing signals like allusions to nature, misleading announces or click and bait.
  • Remember to investigate the industry of the product.

Tips to avoid getting greenwashed

Getting greenwashed can happen very often and can be hard to notice sometimes. The difference is made when you learn how to identify the signs of greenwashing.

Moving from slacktivism to activism

In order to understand to achieve this transformation you need to educate yourself on the topic and understand the key values and causes. The best way to actually take part in the solution is by volunteering and supporting if possible. Another way can be to share informed information that can actually promote a change, for example: a legislation or policy change to use social media in an effective way.

Building sustainable work practices

The workplace is one of the places were we spend much of our day, so logically having sustainable practices in the workplace is an important part. There are many things that can be done in the workplace to improve it´s sustainability:- Digitalize the company to decrease the use of paper and adapting recycling policies.- Remote working has allowed companies to decrease their energy consumption.- Teaching personal and environmental responsability to employees.-Supporting sustainable transportation options like carpool.

Transforming consumption habits

.To transform our consumption habits we need to start by choosing the things we consume. Researching about the products we consume in order to understand the company we are supporting. Changing our habits also include choosing durable products and reducing our consume of single-use products. Recycling and processing our waste is also another way to change our habits in order to have a more responsable consumption.

Greenwashing

Greenwashing is refered as the action companies may take in order to attract environmentally conscious consumers in order to improve their image. These actions may vary, as there are many types of greenwashing. Greenwashing may have many effects like misinformating consumers, undermining sustainability efforts or even get legal problems.

Slacktivism

Slacktivism refers to the practice of supporting a cause or social problem using the minimal online actions like sharing, liking, etc. Although this action can contribute towards raising awarness it often has limited effects on the topic.

  • Investigate certifications: Familiarize with certification logos. (USDA Organic, FSC, etc.)
  • Take in account terms like eco-friendly, natural and green in the context of the label.
  • Research the company's track record and legal claims regarding the topic.
  • Try to find greenwashing signals like allusions to nature, misleading announces or click and bait.
  • Remember to investigate the industry of the product.

Tips to avoid getting greenwashed

Getting greenwashed can happen very often and can be hard to notice sometimes. The difference is made when you learn how to identify the signs of greenwashing.

  • Investigate certifications: Familiarize with certification logos. (USDA Organic, FSC, etc.)
  • Take in account terms like eco-friendly, natural and green in the context of the label.
  • Research the company's track record and legal claims regarding the topic.
  • Try to find greenwashing signals like allusions to nature, misleading announces or click and bait.
  • Remember to investigate the industry of the product.

Tips to avoid getting greenwashed

Getting greenwashed can happen very often and can be hard to notice sometimes. The difference is made when you learn how to identify the signs of greenwashing.

  • Investigate certifications: Familiarize with certification logos. (USDA Organic, FSC, etc.)
  • Take in account terms like eco-friendly, natural and green in the context of the label.
  • Research the company's track record and legal claims regarding the topic.
  • Try to find greenwashing signals like allusions to nature, misleading announces or click and bait.
  • Remember to investigate the industry of the product.

Tips to avoid getting greenwashed

Getting greenwashed can happen very often and can be hard to notice sometimes. The difference is made when you learn how to identify the signs of greenwashing.

  • Investigate certifications: Familiarize with certification logos. (USDA Organic, FSC, etc.)
  • Take in account terms like eco-friendly, natural and green in the context of the label.
  • Research the company's track record and legal claims regarding the topic.
  • Try to find greenwashing signals like allusions to nature, misleading announces or click and bait.
  • Remember to investigate the industry of the product.

Tips to avoid getting greenwashed

Getting greenwashed can happen very often and can be hard to notice sometimes. The difference is made when you learn how to identify the signs of greenwashing.

Proposal

The first thing to understand is how to identify these campaigns, which is achieved by the consumer's informing themselves. Mainly looking fot signs and knowing which are the main logos and certificates. Investigating cases of greenwashing and the companies you consume will also allow you to identify these signs.

Changing slacktivism

In order to change from slacktivism to activism there are certain things you need to know. The main thing is to inform people, informing in the right way with verified information is a very good way to start doing something and engaging more people. Another way is to join and encourage people to join in initiatives that support the topic you're interested in. Volunteering and engaging in real-life with the cause are great ways to start changing the meaningful likes or hashtags into a real opportunity

Sustainable work practices

There are many ways to build sustainable practices at the workplace, starting with the energy consumption of the office. A great way to decrease it is by working half of the day remote and half of the day presential. This action will allow to decrease exponentially the energy consumption. Rewarding eco-friendly initiatives like recycling and reducing will lower the pollution. To reduce the carbon emission is posible to reward actions like carpooling and considering a work transportation fee for public transportation use.

Transorming consumption habits

In order to transform our consumption habits it's very important to identify which of them are harmful towards us and the environment. After doing research on the companies we consume of and the habits that are less sustainable we can change them by looking at eco-certifications, marketing partnerships and encouraging companies that we feel confortable supporting. The use of single-use products is another very harmful habit for the environment.