While reaching for products with an “eco-friendly” label may seem like the better choice in any situation, well-intended consumers should always be aware of “greenwashing” — the process of conveying false or misleading impressions about how environmentally sound a product is (typically with the intention to overcharge). The presence of greenwashing often comes from a business’ PR or marketing team to persuade buyers that its products are eco-friendly. It doesn’t just apply to products, either; greenwashing tactics are sometimes used to convince the public that a company’s policies and procedures are sustainable, as well. Enter Quatre Caps, an image studio from Spain that aims to bring social awareness back to food.
Quatre Caps’ new art series, #degrowth, reflects on consumer-projected concepts and habits, such as carbon footprints and local consumption. The two trendiest goals in the food market, healthier diets and environmentally friendly consumption, tend to be grouped under the same umbrella despite not pursuing the same objective, according to the studio.
Eco-labels, mainly the labeling systems used for food and consumer products to determine levels of eco-friendliness, have increased rapidly in recent years. These labels can be quite misleading, Quatre Caps says. The studio believes the key to restructuring the buying process and becoming more aware of the negative externalities of choice in purchasing comes from being faster and smarter than offending advertising agencies. Doubting initial information and doing the research as to which companies and products are truly eco-friendly is one way to achieve this, and understanding that good intentions aren’t the same as good actions is another.
This thoughtful art series is aptly named, as the term “degrowth” is based on critiques of the global system which pursues growth at all costs, regardless of human exploitation and environmental destruction. The #degrowth collection is a reflection of the different carbon footprints that certain consumer-based choices produce, depending on factors like origin, agricultural technique and packaging.
Images via Quatre Caps