In 1983, at a beach resort in Fiji, a young man named Jay Westerveld saw a request that hotel guests reuse their towels to “save our planet.” Reflecting on his experience in a college term paper, Westerveld pointed out the hypocrisy of guilt-tripping guests about towels while the hotel was hastily building more bungalows. “It all comes out in the greenwash,” he wrote, coining a new phrase in the process. Today, we understand what “greenwashing” looks like: A company makes a deceptive claim to appear more environmentally friendly and mislead consumers. This has been going on for decades. In the 1990s, for example, Conoco ran an ad campaign that featured seals clapping for the company’s new
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