Authenticity trumps ‘greenwashing’

Real examples of innovation in sustainability exist and help allay ‘‘greenwashing’’ fears.

Ecoman’’ Malcolm Rands, founder of the Ecostore, is well aware of ‘‘greenwashing’’ – when organisations make bold claims on sustainability that don’t stack up under even cursory scrutiny.

‘‘Greenwashing is when you change the lightbulbs to energy efficient lightbulbs and then say ‘We’re a green company now,’’’ he explains.

‘‘It’s making some move in the right direction and thinking that’s enough and claiming you are green.’’

But there are many examples of companies going beyond the bare minimum.

Claire Nicholson, chief executive of Sirona Animal Health, says compliance with sustainable business best practice has to become a ‘‘want to do’’ rather than a ‘‘have to do’’ process.

Nicholson says she is involved in a Maori dairy incorporation in Taranaki. Because dairy farming is a major emitter of greenhouse gases, any new developments in the business must consider the environment. This approach has seen the company adopt biodigesters and photovoltaic panels, she says.

‘‘We are all about preserving and actually improving our assets so they are still there for future generations to have prosperity from.’’

Kirk Hope, chief executive of Business NZ, cites the positive example of competing fishing companies banding together to reduce by-catch of small fish and unwanted species through developing a replacement for trawl netting.

Teaki, as the project is now called, is the product of NZ$48 million of investment by the government, and fishing companies Sealord, Sanford and Aotearoa Fisheries.

Hope says this reduces the externalities – costs borne by the environment and society – of fishing.

‘‘That’s a real positive example of what businesses are doing, not alone, but together,’’ he says.

Rands says the solution to greenwashing is ‘‘radical transparency’’ – being very open and specific about what you are doing and how your business operates.

‘‘We’ve completely opened up our supply chain to all our customers,’’ he says.

Some companies are leading lights in sustainable business practice – yet more still needs to be done, say business leaders.