Why does the tobacco industry resort to greenwashing?
Prof. Jacques Cornuz: Greenwashing is highlighting activities for environmental preservation to conceal the realities around climate issues. Today many brands are following this trend, to project a good image. I’m not the least bit surprised the tobacco industry is doing it too. It’s typical of tobacco companies to market their products whilst giving themselves a clear conscience at a low cost. In terms of the environment, the industry goes where the wind blows. In the future, the industry may very well hijack the ‘me too’ movement or the promotion of inclusivity, for example.
What do you think of last year’s Swiss Cigarette “Lara Green” campaign?
This is nothing new. The Lara Green campaign is a perfect example of the tobacco industry co-opting of harm reduction. There are numerous examples of this throughout its history. After the war, when an American report revealed tobacco provoked cancer, they invented the filter. Next, they brought out a so-called ‘light’ cigarette, which was supposedly less addictive. Then there was the time they launched a ‘natural’ tobacco product range, which was just as harmful as the alternatives. Ten or so years ago, when the law banned smoking in public places, they brought out portable ashtrays. With Lara Green, the burden of wrongdoing related to tobacco is, once again, placed on the smokers. We have another campaign that promotes the industry’s marketing messages and targets young people. This is not a coincidence, as we know most smokers start before they are 18 to 20 years old.
With these actions, the tobacco industry conceals the significant environmental impact of its polluting production chain, tries to normalise smoking and avoids restrictive regulations. The solution is to stop smoking, which is something most smokers want.
Should we still be fooled by these manipulations?
No. The main reason people continue to smoke is their physical dependence on tobacco, brought on by all types of tobacco products. As it stands, the industry has a lucrative future ahead of it, because it continues to resist efficient measures in the fight against smoking; opposing measures such as using neutral packaging, showing shocking slogans and images on the packaging, refusing appropriate taxation and prohibiting publicity targeting minors, as we have observed recently. However, I believe the industry is destined to disappear in time. There are less and less competent people willing to work for the tobacco industry to sell its products, communicate and defend its interests. And then, quite honestly, smoking is so old-fashioned!
Definition
Greenwashing is a marketing strategy that uses environmentally friendly arguments to give an eco-responsible image to a company and its products, without changing the company’s business model. These misleading methods aim, above all, to distract consumers and the public at large and to conceal realities of the company’s environmental impact.
Interview by: Elodie Lavigne
