“Consumers are becoming too savvy,” says Wayne Duvenage, chief executive of Avis Rent a Car. “Genuinely green watchdogs have become too alert. The days of companies cashing in on bogus green claims are rapidly trickling away. Being aware of the need to protect the environment is not just a passing fad,” he points out. “It is a growing understanding that is becoming entrenched in every aspect of our lives and the sooner business and industry grasp that and adapt, the more they will benefit,” explains Duvenage.

Globally, the 'Seven sins of Greenwashing' first defined by TerraChoice Environmental Marketing, have become widely endorsed and embraced. “South African consumers need to be aware of them so that they can identify those companies that hide their true nature behind a green label or claim, or make much fanfare in sponsoring the odd green event, while behind the scenes, their normal operations and activities are no more green than an African sunset,” Duvenage continues.

“Don’t get caught with your pants down,” he urges South African business and industry. “Examine your operations and claims honestly to see if you have committed one of the seven sins, before you are caught out and labelled a ‘greenwasher’.”

The seven sins are as follows:
- The sin of the hidden trade-off: claiming a product is green, based on a very narrow definition while ignoring larger environmental issues, for example paper being “environmentally friendly” because it is derived from a sustainably-harvested forest, but produced through environmentally harmful processes and chemicals,
- The sin of no proof: claims that are not supported by readily available information, for example products claiming content made of recycled material without any concrete evidence,
- The sin of vagueness: sweeping statements intended to mislead, for example "all natural” ingredients – arsenic, mercury and formaldehyde are all naturally occurring and are poisonous – “all natural” does not always mean “green”,
- The sin of worshipping false labels: words and/ or images that create the impression the product is endorsed by third parties where no such endorsement exists,
- The sin of irrelevance: a claim that might well be true, but is unimportant to consumers looking for genuinely environmentally friendly products, for example “CFC-free” even though CFCs were banned 20 years ago,
- The sin of the lesser of two evils: a claim which, even if true, distracts the consumer from the greater environmental evil of the category as a whole, for example “organic” cigarettes and
- The sin of fibbing: blatant falsehoods, for example claiming international certification or registration where none exists.

“Greenpeace lists a few other greenwashing criteria,” Duvenage adds, “And worldwide, consumers are quickly catching on to the various ploys, with the result that guilty companies are forfeiting consumer trust and consequently, profits.

“A perfect example is when companies tout a single environmental programme or product while their core business is inherently polluting. Frequently, such companies will spend more on marketing or public relations campaigns to paint a green picture than they invest in environmentally-friendly operations.

“Another tactic is the use of apparently scientific or highly technical jargon to create the impression a product is green. Unfortunately, green advertising terms generally are open to abuse and misinterpretation.”

So where does the South African consumer stand?

“Become proactive,” Duvenage recommends. “There are steps you can take to expose the frauds and reward the genuine article.”

“Our partners and clients appreciate our green philosophy and more importantly, its significant and tangible results. Consequently, our status in the industry and reputation have benefited enormously. There is no doubt that the greenest car rental company is the red one! This is attracting additional clientèle while inspiring others to emulate many of our initiatives.

“We are blazing a trail that I strongly urge others to follow, for their own benefit as well as that of the consumer and the environment,” Duvenage says.