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Greenwashing Literacy Kevin J. Hwang
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Objectives At the end of this module, students will be able to: Explain what greenwashing is Identify some ways that companies and other organizations can greenwash
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Procedure Overview Students will: be introduced to greenwashing work in groups to create their own greenwashing ads identify the ways that other students greenwashed in their ads.
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Introducing greenwashing Students will be introduced to the concept of “greenwashing.” Greenwashing – “when a company or organization spends more time and money claiming to be ‘green’ through advertising and marketing than actually implementing business practices that minimize environmental impact.” [1] Students will be shown example of real-world ads that greenwash.
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Designing an advertisement Students will be broken up into groups, and each group will be assigned a “greenwashing” scenario. Each group will act as a public relations firm and brainstorm ways to achieve the greenwashing goals of the companies in their given scenarios. Each group will create an advertisement in the form of a flyer.
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Example scenario Hotel 12 is a hotel chain located in southwest United States. It would like to advertise itself as having new environment-friendly programs. It has no plans to make any major investments on its infrastructure. It would also prefer to not reduce its water or electricity usage. How can you advertise a program that makes Hotel 12 appear more environmentally-friendly without any significant costs for the company?
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Example Solution Hotel 12 can implement a new energy-saving program. Guests can choose to reuse towels and bed sheets if they are staying multiple nights.
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Identifying greenwashing Groups will present their ads to the class. The class as a whole will try to identify how the group greenwashed in their ads. If needed, the groups will explain.
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