Sign In or Create an Account.

By continuing, you agree to the Terms of Service and acknowledge our Privacy Policy

Culture

Greenwashing Week Is Here

How “Earth Week” became a marketing bonanza

Greenwashing.
Heatmap Illustration/Getty Images

The first Earth Day email of the season arrived in my inbox in July. A tea company wanted to assure me — either three months late or nine months early — that it honored “the spirit of Earth Day every day.”

The next email came in October, letting me know that the CEO of a campsite-booking app I’d never used had spoken at a “Celebration of Half-Earth Day” (come again? Half-Earth Day?). That email was followed by another, from a music venue in Brooklyn, suggesting I observe Earth Day this year by attending “Our Planet Live In Concert.”

As April 22 approaches, the emails have become more frequent: I’ve been told to “Celebrate Earth Day with Adobe Stock”; invited to join an “Around the World” Earth Day challenge on Strava; pushed to read a frame company’s Earth Day pledges; promised my donation to the National Geographic Society will “be matched 2x — DOUBLING your impact as we celebrate Earth month”; and reminded by a pandemic-famous yoga instructor that Earth Day 2023 is “beautifully coinciding with the Lyrid Meteor Shower!”

With Saturday still days away, the onslaught is only getting started. Because Earth Day was intentionally not trademarked by its organizers when it began in 1970 — “we wanted groups to be able to take part, so we just made it public domain,” founder Denis Hayes told The Wall Street Journal last year — the week leading up to Earth Day now presents marketers with an opportunity to connect with their email subscribers. Er, I mean, to raise environmental awareness!

But come on, we all know better. Complaints about the corporate co-opting of Earth Day go back to at least 2003; these days, “it’s become fashionable for environmental journalists, myself included, to roll their eyes at the mere mention of Earth Day,” Rebecca Leber wrote for Mother Jones, going on to call April 22 “a trite, too-little-too-late rite marked more by corporate greenwashing than a recognition of the Earth’s complexity.” In fact, Earth Day-related advertising has gotten so out of hand that Hayes now says he regrets not getting that trademark (confusingly, “Earth Day Canada” is trademarked, specifically so it can prevent organizations from “shamelessly” attaching themselves to environmental causes).

Though the original Earth Day movement was explicitly antibusiness, that began to change around 1990, when AdWeek says the emphasis of the holiday “shifted from regulatory objectives to protest and pressure directed at corporate behavior.” But by telling customers to vote with their wallets, activists unintentionally gave brands an opening to “burnish [themselves] as responsible, caring stewards of the environment.” Since then, all the worst environmental offenders — from McDonald’s to Chase to ExxonMobil — have run Earth Day-related promotions, to the horror of onlooking activists.

The truth is, the only relationship most people actually have with Earth Day anymore is as a consumer. Interest in the holiday has steadily dwindled over the past decade, even as promotions and sales keep rolling in. If you aren’t in elementary school, the likely extent of your interaction with Earth Day this year will be deleting an unopened email soliciting a donation to the Sierra Club or hawking a socially responsible nonalcoholic beer.

Perhaps part of the issue is that most holidays commemorate something that has, at least superficially, already been achieved: think Independence Day, Labor Day, or Juneteenth. Though the first Earth Day massively raised awareness of the environmental movement and is credited for the momentum behind the passage of the Clean Water Act, saving the ozone layer, and solving the problem of acid rain, there is nothing solved about climate change. As a holiday auto-entered into our phone calendars and pre-printed in our planners, though, it lacks its original urgency of a day of action and has been dulled by overexposure.

There is another way to look at it, though: that the brand opportunism around Earth Day is, in its own absurd way, actually a sign of progress. For one thing, promotions and ads are just how we celebrate things in America; there is no holiday on the calendar that can’t be used to sell a mattress. Also, it proves that appearing “green” has become unavoidably good business — so much so that even the world’s most powerful companies and biggest polluters want to be associated with the day, however disingenuously.

Buying something you don’t need is inarguably antithetical to the spirit of Earth Day; we’re not dubbing it “Greenwashing Week” for nothing. Still, the fact that Hyundai once tried to sell people a car during Earth Week, all because of the success of a 1970 environmental protest, is in its own odd and amusing and distinctly American way, a victory.

Green

You’re out of free articles.

Subscribe today to experience Heatmap’s expert analysis 
of climate change, clean energy, and sustainability.
To continue reading
Create a free account or sign in to unlock more free articles.
or
Please enter an email address
By continuing, you agree to the Terms of Service and acknowledge our Privacy Policy
Climate

Climate Change Won’t Make Winter Storms Less Deadly

In some ways, fossil fuels make snowstorms like the one currently bearing down on the U.S. even more dangerous.

A snowflake with a tombstone.
Heatmap Illustration/Getty Images

The relationship between fossil fuels and severe weather is often presented as a cause-and-effect: Burning coal, oil, and gas for heat and energy forces carbon molecules into a reaction with oxygen in the air to form carbon dioxide, which in turn traps heat in the atmosphere and gradually warms our planet. That imbalance, in many cases, makes the weather more extreme.

But this relationship also goes the other way: We use fossil fuels to make ourselves more comfortable — and in some cases, keep us alive — during extreme weather events. Our dependence on oil and gas creates a grim ouroboros: As those events get more extreme, we need more fuel.

Keep reading...Show less
Blue
Spotlight

Secrecy Is Backfiring on Data Center Developers

The cloak-and-dagger approach is turning the business into a bogeyman.

A redacted data center.
Heatmap Illustration/Getty Images

It’s time to call it like it is: Many data center developers seem to be moving too fast to build trust in the communities where they’re siting projects.

One of the chief complaints raised by data center opponents across the country is that companies aren’t transparent about their plans, which often becomes the original sin that makes winning debates over energy or water use near-impossible. In too many cases, towns and cities neighboring a proposed data center won’t know who will wind up using the project, either because a tech giant is behind it and keeping plans secret or a real estate firm refuses to disclose to them which company it’ll be sold to.

Keep reading...Show less
Yellow
Hotspots

Missouri Could Be First State to Ban Solar Construction

Plus more of the week’s biggest renewable energy fights.

The United States.
Heatmap Illustration/Getty Images

Cole County, Missouri – The Show Me State may be on the precipice of enacting the first state-wide solar moratorium.

  • GOP legislation backed by Missouri Governor Mike Kehoe would institute a temporary ban on building any utility-scale solar projects in the state until at least the end of 2027, including those currently under construction. It threatens to derail development in a state ranked 12th in the nation for solar capacity growth.
  • The bill is quite broad, appearing to affect all solar projects – as in, going beyond the commercial and utility-scale facility bans we’ve previously covered at the local level. Any project that is under construction on the date of enactment would have to stop until the moratorium is lifted.
  • Under the legislation, the state would then issue rulemakings for specific environmental requirements on “construction, placement, and operation” of solar projects. If the environmental rules aren’t issued by the end of 2027, the ban will be extended indefinitely until such rules are in place.
  • Why might Missouri be the first state to ban solar? Heatmap Pro data indicates a proclivity towards the sort of culture war energy politics that define regions of the country like Missouri that flipped from blue to ruby red in the Trump era. Very few solar projects are being actively opposed in the state but more than 12 counties have some form of restrictive ordinance or ban on renewables or battery storage.

Clark County, Ohio – This county has now voted to oppose Invenergy’s Sloopy Solar facility, passing a resolution of disapproval that usually has at least some influence over state regulator decision-making.

Keep reading...Show less
Yellow