When it comes to environmental sustainability, a term that is often contrasted is "greenwashing". What exactly does this refer to? And how does greenwashing manifest itself in sports facilities with natural or synthetic turf?
Introduction to Greenwashing and its manifestation in sports facilities
In an era where environmental sustainability is becoming an increasingly important issue, a phenomenon known as "Greenwashing" often stands out. This term, born from the combination of the words "green" (referring to ecological initiatives) and "whitewashing" (translatable as cover-up or misdirection), refers to a widespread marketing practice of information manipulation in order to appear more environmentally friendly than they actually are.
The aim of greenwashing is to convince the public that a company or an organisation is eco-friendly and committed to environmental sustainability, even when these assertions do not correspond to reality. This is done through various techniques, including the use of colours, images and symbols related to the environment, ambiguous or misleading terms, and even the false claim of environmental awards and recognition.
Greenwashing in Sports Facilities
In the sports industry, greenwashing can manifest itself in various ways. A very common example is the claim that “a sports facility is eco-friendly because it uses synthetic turf instead of natural one as it saves on water for irrigation, and the use of synthetic pesticides and fertilisers”. However, this claim can hide the fact that even synthetic fields need irrigation, sanitizing and refill materials. Furthermore, the production and disposal of synthetic turf can have a significantly higher impact on the environment than that of natural turf.
Synthetic turfs are mainly produced using plastic materials, whose production processes emit huge amounts of carbon dioxide and require a lot of energy. Additionally, once the synthetic turf has reached the end of its lifespan, it becomes a waste that is difficult to dispose of and is not biodegradable, contributing to plastic waste pollution.
On the other hand, while natural lawns require more irrigation and maintenance, they, in turn, absorb carbon dioxide from the air and cool the atmosphere.
On the other hand, while natural grass requires more irrigation and maintenance, it compensates by absorbing carbon dioxide from the air and cooling the air, helping to reduce heat islands and the greenhouse effect. Furthermore, unlike synthetic grass, natural grass is completely biodegradable at the end of its useful life.
False friends of the environment
Another example of greenwashing in sports facilities is the claim that the structures are constructed with "green" or "sustainable" materials. However, without a clear definition of what these terms mean, it can be difficult for the public to understand whether a facility is truly eco-friendly. In some cases, sustainability claims may only refer to a small part of the project, while the rest may not be sustainable at all.
From greenwashing to real action
The sports industry has a huge potential to drive change towards environmental sustainability, but it is important that steps are taken in an authentic and transparent way, without falling into the trap of greenwashing. It's essential to have clear regulations and standards to determine what constitutes a true green initiative, and organisations should be held accountable to follow these guidelines.
In conclusion, while greenwashing may seem like an effective marketing tool, it can also undermine public trust and obstruct real progress towards environmental sustainability. With greater awareness and improved regulation, we can hopefully see the sports industry becoming a true champion of the environmental cause.
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