Greenwashing
The practice of making misleading claims about the environmental benefits of a product, service, or company practices. Creating an eco-friendly image without substantive environmental action.
Biological Context
Nature has no greenwashing—organisms either have adaptations or they don't. However, mimicry is analogous: non-venomous snakes copying venomous patterns, harmless flies resembling bees. These 'false advertising' strategies work only if genuine signals remain more common.
Business Application
Greenwashing exploits consumers' desire for sustainable options without delivering substance. Like biological mimics, greenwashers free-ride on genuine signals. Detection mechanisms (certifications, investigative journalism, consumer awareness) limit greenwashing effectiveness over time.