Awareness surrounding global warming is growing as consumers demand all industries adhere to eco-friendly initiatives to reduce climate change.
The technology sector is responsible for 2-3% of global emissions annually. E-waste, in particular, is highly pollutive, leaching toxic contaminants into the environment through improper disposal. Ironically, the industry has the capacity for advanced digital innovations to lead and assist all sectors in meeting environmental objectives.
By deploying carefully constructed messaging to the public, Big Tech instead uses attractive verbiage and eco-friendly gestures to demonstrate its commitment to environmental stewardship. The outcome: consumers fill their homes and pockets with computers, laptops, cell phones, televisions, and cars.
Do people have deception blinders on, though? Or are tech companies simply using sneaky “green” marketing tactics to boost sales?
What Is Greenwashing?
“Greenwashing” is a common ploy by Big Tech to strengthen their reputations and revenue. Unfortunately, greenwashing will become more prevalent as consumers grow increasingly environmentally aware.
Companies that greenwash exploit consumer concerns about climate change, marketing themselves as eco-friendly without significantly impacting the environment. People are then misled into believing that a particular brand, product, or service is an environmentally conscious choice.
Millennials and Gen Z ages 25 to 45 are the primary target audience in advertising. They also deeply care about corporate sustainability, with 73% of Gen Z willing to spend more money on eco-friendly products.
When companies greenwash, consumers have a harder time making sustainable purchases. The practice also undermines companies genuinely determined to modify their manufacturing and business operations to become more sustainable.
Many businesses participate in greenwashing unintentionally, initially setting out to do the right thing. Unfortunately, false sustainability claims and admission of legal compliance obligations risk ruining their reputations and driving consumers toward greener competitors.
3 Ways Big Tech Fooled You
Technology companies regularly publish long sustainability reports highlighting their achievements in environmental protection and greener supply chains. Some may also tout unique end-of-life recycling and takeback programs for at-home consumer electronics.
While these corporate sustainability strategies sound impactful and like they’re intended for the good of the planet, they’re not always what they seem. Even the most popular and profitable tech giants are guilty of greenwashing.
1. Microsoft Eliminates CO2
In 2020, Microsoft vowed to become carbon neutral by 2030 – part of a larger objective to erase its entire carbon footprint by 2050.
The company also invested $1 billion to launch a new initiative to help global suppliers and customers reduce their carbon footprints with carbon capture technologies.
On the surface, these goals are impressive. However, they bear little influence on other high-emitting companies. In fact, the oil and gas industry has long exploited carbon capture technology to maximize profits, selling their captured CO2 to other companies to replenish depleted oil fields.
Additionally, tech companies regularly underreport their CO2 emissions. A recent survey found that a sample of 56 major tech companies chose not to disclose over 50% of their greenhouse gases in 2019. This raises the question of whether or not Microsoft’s starting point for net-zero emissions is accurate.
2. Apple Combats E-Waste
According to its 2022 Environmental Progress Report, Apple has committed itself to combat climate change with the following objectives and achievements:
- Reached carbon neutrality in 2020 and aims for products to also be carbon neutral by 2030
- Decreased single-use plastic in its products by 75% since 2015
- Invested $200 million toward natural climate solutions as part of its Restore Fund
Apple’s corporate strategy to protect the environment is thorough. The company has also done a lot to reach its sustainability goals already.
Yet, while Apple seemingly has good intentions, the company has a significant pollution problem regarding its devices. Considering the world only recycles 20% of its 50 million tons of e-waste, Apple’s marketing strategy for yearly electronic upgrades does more for their pockets than the planet.
3. Tesla Plants Trees
Tesla is renowned for its low- to zero-emissions electric cars and green initiatives. In 2020, when the company planned massive deforestation for a new factory near Berlin, Germany, it promised to reforest another area three times the size of the factory plot.
Unfortunately, reforestation rarely succeeds. For example, about 90% of 11 million saplings died in a reforestation project in Turkey due to insufficient water and poor execution. Meanwhile, large-scale reforestation degraded fragile grassland ecosystems in Brazil and China.
Although Tesla’s plans to replant could have long-term benefits if done correctly, it could take years or decades for trees to mature and the local environment to recover.
How to Avoid Greenwashing
Greenwashing is everywhere, making environmentally friendly purchasing decisions more complex, especially in the tech industry. There are a few things consumers can do to avoid getting fooled by false sustainability claims and empty green promises:
- Look for vague or intentionally broad terms on the label and research the company’s website.
- Check for environmental certifications on the product and packaging.
- Look for standard greenwashing terms like “eco-friendly,” “non-toxic,” “plant-derived,” or “earth-friendly.”
- Ask questions and seek transparency.
- Look for recyclable packaging.
- Shop with greater intention and buy less.
Time for Tech to Step Up
The tech industry needs to do more than talk a good talk when it comes to sustainability. Although corporate initiatives sound great, greenwashing and the reality of tech’s negative impact on the planet do little to address the situation.
