Youth Teach Public to Recognize Greenwashing in Ikšķile and at 'Bāka' Festival
The 'GreenBean' team from the 'Junior Achievement Latvia' Leader program educated over 500 people about greenwashing through two events, combining challenges and discussions.
Young people from the sustainability team 'GreenBean', part of the 'Junior Achievement Latvia' Leader program, have completed two events to raise public awareness about greenwashing. These took place on June 12 at the Ikšķile city festival and on June 19 at the 'Bāka' talk festival, reaching over 500 visitors, including peers, younger attendees, and their parents.
What is Greenwashing
Greenwashing is a practice where companies create a false impression of being environmentally friendly. They use vague claims like "eco-friendly" or "100% recyclable" without evidence, as well as unofficial symbols and emotional materials to attract customers. The youth analyzed these methods in a task from the 'CleanR' Group, focusing on everyday examples.
Event Activities
At the Ikšķile city festival, participants tested their knowledge by distinguishing certified ecolabels from AI-generated logos and various marketing strategies while performing physical tasks like balancing on a board or standing on a plank. At the 'Bāka' festival, the team, together with environmental expert Ilze Neimane from the Ecodesign Competence Centre, held a panel discussion on the blurred line between sustainability and marketing.
Participant Feedback
Team member Anete Petrēvica noted that public interest was unexpectedly high, with participants eager to learn about correct symbols and certifications. Participant Roberts Medejsis highlighted that greenwashing often occurs unintentionally and that youth play a key role in educating future generations. The 'GreenBean' project is implemented under the 'Junior Achievement' Leader program for young people aged 16 to 20.
