Part 2/9:
Greenwashing is not a new phenomenon. It dates back to the 1960s, a time when consumers began asking for better, more responsible products. By 2022, a survey conducted by Capter found that 95% of US consumers considered sustainability when purchasing, and 84% had bought a sustainable product in the past six months—up from 67% the year prior. These statistics indicate a growing awareness and willingness to invest in sustainable choices despite economic pressure.
However, the reality of living in a capitalist society means that businesses see an opportunity to profit from this demand without necessarily adhering to sustainable practices. This leads us to question not why greenwashing exists, but why it wouldn’t exist in such a marketplace.