Greenwashing
After reading chapter one of Changing Minds by Howard Gardner I began to see how companies could use greenwashing to distort relative information in a false manner as to influence a specific target market. This means a company, organization and/or government could use various mental representations of what it means to be green in a way that leads the public to think they are behaving in a culturally expected "green" manner.
Looking at the 80/20 rule of mental representations it is fair to assume that these large institutions practice this mode of operations when greenwashing. Meaning that 80% of what an institution claims as environmentally friendly is in reality only 20% of the truth. The validity of the claim made by a greenwashing institution is altered to portray an inaccurate image that falsely connects the public or target market to the cultural notion of what it is to be environmentally concerned.
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Looking at the 80/20 rule of mental representations it is fair to assume that these large institutions practice this mode of operations when greenwashing. Meaning that 80% of what an institution claims as environmentally friendly is in reality only 20% of the truth. The validity of the claim made by a greenwashing institution is altered to portray an inaccurate image that falsely connects the public or target market to the cultural notion of what it is to be environmentally concerned.
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http://sites.google.com/site/ecomerge2008/
This is a great representation of Garder's book and really makes the 80/20 thing really easy to understand.
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