Many people are increasingly holding companies accountable for the acceleration of global warming. They start to ask for responsibility from companies that create trash and make mass-produced products which are difficult to recycle. As a solution to the public's response, companies have started promoting their own businesses by marketing eco-friendly products. This is referred to as ESG management. ESG management signifies sustainable development through environmental and social responsibility with a long-term perspective. Recently, the public has started to value a sustainable society so they prefer to consume products from ecofriendly companies. However, the number of companies that just use this eco-friendly image to attract consumers without making any real environmental contributions to their marketing is increasing. This behavior is defined as ‘greenwashing.’ In other words, greenwashing refers to taking advantage of the term “eco-friendly” through false or exaggerated advertisements or promotional means but not actually doing anything helpful for the environment. Furthermore, greenwashing is currently having unintended consequences for our society. 

 One of the most famous examples of greenwashing is Starbucks’ paper straw. At the end of 2019, Starbucks Korea introduced paper straws, replacing plastic straws that are hard to recycle. They target an eco-friendly image. However, the paper straw is coated with plastics so it does not actually replace plastics. Most coated paper is disposed of in regular trash so it has nothing to do with eco-friendliness. Starbucks implemented eco-friendly gestures, but when the reality was revealed, they were heavily criticized. Then why should we pay attention to greenwashing? According to 'Plastics - The Facts,' a study by PlasticsEurope, plastic production is expected to double by 2040. The consequence of consumers not being able to distinguish greenwashing companies and continuing to be deceived into purchasing the wrong products is a result of this trend. Therefore, regulations are necessary to prevent greenwashing companies from engaging in indiscriminate marketing. 

 Recently, the Korea Fair Trade Commission proposed an amendment to ‘Review Guidelines Regarding Greenwashing.’ They have recognized the serious issue of greenwashing and have taken direct action to prevent it among domestic companies. In this revised proposal, they have specified the criteria for evaluating eco-friendly companies and added various examples. They have explicitly stated that advertisements related to the environment should be based on objective facts and should not use ambiguous language. Furthermore, they consider it inappropriate to use green text alongside images of nature for advertising or labeling, even when the product does not claim to have environmental benefits. Along with the Korea Fair Trade Commission's move, the Ministry of the Environment's regulations are expected to be strong. The Ministry of the Environment plans to revise the "Environmental Tech and Industry Support Act" by 2023 to establish a policy for fines of up to 3 million won for violations of environmental labeling and advertising regulations. They also revealed detailed guidelines for "Eco-friendly Promotion and Advertising Phrases."

 Then, where can we purchase genuine eco-friendly products? Here are two brands that offer a variety of ecofriendly products.

 The fact that environmentally friendly companies can lead to positive responses from the public is a positive sign. However, it's concerning that many companies worldwide are taking advantage of this trend. Greenwashing, where companies merely pretend to care about the planet, is a detrimental practice that needs to be eliminated first and foremost. To truly create a sustainable society, it's essential to remember that while consumer choices are important, the responsible actions of companies are equally crucial. Until the day when everyone tries to move towards a sustainable society, Pharos hopes our readers will become wise consumers who do not fall for greenwashing.

78th Reporter • LEE HYEON SEO • zzhs00@naver.com