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Greenwashing
What is greenwashing?
Greenwashing is marketing that makes a product, company, or initiative sound more environmentally sound than it actually is. The label outruns the substance. It ranges from outright false claims to the subtler kind: vague language, cherry-picked numbers, a forest of leaf imagery, and pledges set so far in the future that nobody will check. The point is to capture the reputation of being green without doing the harder work of being it.
The tells are recognisable once you know them. Words like "eco-friendly" or "natural" with no definition or evidence behind them. A single green feature spotlighted while the bigger footprint stays in the dark, like an airline touting recycled cups. Carbon-neutral claims resting entirely on cheap offsets while actual emissions keep climbing. Targets for 2050 with nothing measurable due before the next leadership change. In tech it shows up as a "green" app whose servers run on the dirtiest grid available, or a sustainability page with no figures on it anywhere.
Greenwashing matters because it corrodes trust in the claims that are real, and regulators have started treating it as the consumer deception it is. The antidote is boring by design: measurable targets, third-party verification, and numbers a sceptical reader can check.
Greenwashing at Dallonses
This is the one term on the list that names a failure we actively work to avoid rather than a practice we offer. We're a certified B Corp, which means our environmental and social claims get audited by someone who isn't us, against a standard we don't control. That's the opposite of a leaf graphic and a vague pledge.
It shapes how we talk about our own work and our clients'. Through our sustainable technology consulting we'd rather hand a client a measured reduction in compute and cost than help them write a green headline that won't survive scrutiny. When a saving is real, we show the number. When it's marginal, we say so. Honest beats impressive, and it lasts longer.
Want sustainability claims you can actually stand behind? Let's make them real.
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