Greenwashing: A Fiji Water Story
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Greenwashing: A Fiji Water Story


Walk into any grocery store, and you’re bound to see it green marketing It seems to be almost everywhere these days. Our eggs are all natural and our shampoos are encased in green labels adorned with leaves and generic trees. In many respects, this push towards an eco-friendly or Consumerism is a positive change. Organic produce and sustainably-made clothing are needed if we are to reduce industrial and personal footprints But unfortunately, hidden among these ethically and environmentally driven products lies an insidious form of advertising. Greenwashing. From bath products to meat packaging greenwashing occurs in almost every sector of the Consumer market. But today, let’s take a close look at how Fiji water uses ad campaigns to construct a green image around its otherwise environmentally detrimental company. But first, why exactly is green washing bad? Quite simply, it plays into a consumer’s desire to live a green life without necessarily creating a sustainable product. And on a deeper level, one of the greenest things to do is to buy fewer things. So no matter how great the product is It’s probably still kind of deceptive to market it as green. So greenwashing means using titles like all-natural or eco-friendly Or simply using a green background in order to entice a customer into buying a product that is by no means environmentally friendly. In some cases, bigger companies that falsely label their products as eco-friendly, like eggs labeled farm fresh or all-natural, can often out-compete smaller companies who are more environmentally grounded and actually employ ethical practices while creating their product Fiji water’s recent marketing campaign encapsulate the essence of this greenwashing. Fiji water is a gift from nature to us, to repay our gift of leaving it completely alone Bottled at the source, untouched, unmanned It’s Earth finest water While aesthetically pleasing and pleasant to watch, there are a number of aspects that work hard to shroud Fiji water’s large environmental footprint in a cloud of green. For one, the bright double exposures of nature flickering within the edges of the bottle immediately cue us to Fiji water’s connection to nature, especially when contrasted with the dark cityscape background. The water bottle appears to be a perfect image of a world quote-unquote untouched by man. The visuals are then compounded with the narration of a young girl who anchors the ad with this proclamation: “bottled at the source, untouched by man”. Clearly, this ad works hard to paint Fiji water as a part of Nature, rather than what it really is. Water, bottled in plastics, that take many years to degrade, shipped via intensive transportation from Fiji to destinations around the world. Both these practices wreak Havoc on the environment, including the air and the water. And to bring Fiji’s negative impact into sharp relief 47 percent of people who live in Fiji don’t have access to clean safe drinking water, according to the World Health Organization. This commercial is just a small part of Fiji’s larger campaign that attempts to reimagine the bottled water company of the essence of nature. Spreads like this reveal the larger work at play in Fiji’s greenwashed marketing tactics. They are pursuing environmentally-minded customers by framing their water bottles as a completely green product. Fiji tells us a one-sided story that appeals to their customers’ moral conscience You can’t help but choose Fiji over other bottled waters because they frame purchasing a Fiji bottle as a way to reduce carbon emissions and save the Fijian rainforest, when in fact their product is inextricably tied to assistance of pollution that are causing carbon emissions and deforestation. Greenwashing comes in many forms, and it’s not often as clear-cut as with Fiji water. So understanding how and why green washing works is essential to spotting a critical deconstruction of a cleaning product is necessary if you’re buying it solely because it’s green. Oftentimes, nature and trees are used to create the impression of an eco-friendly product, when there’s really no substance to back up those claims. So do some research and shop with an intention. Because the collected power of consumers can steer companies towards more truthful and ethical products. This video is made possible in part by the wonderful people who support me on Patreon. If you’re interested in helping me grow this channel, head on over to Patreon and pledge a small amount of money for every video I release. In return, I’ll send you gifts like a handwritten thank-you note, or in our changing climate sticker. As always, if you like what you just saw, share it around and subscribe. Thanks so much for watching, and I’ll see you next Friday

About Ralph Robinson

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100 thoughts on “Greenwashing: A Fiji Water Story

  1. If you took water directly from the source, put it in a bottle and drank it, you'd die of fucking polio.

  2. The 4Ocean-project might be scam…
    Watch this vid for further information: https://youtu.be/sZxqUnVpeA4

  3. i have lived in america for a long time, and one of the most bizarre changes to me is that, over the past 25 to 30 years, the big "name brand" mainstream food brands run by corps. like Kellog's and PepsiCo first started creating more and more processed, high-sugar foods and adding dozens of artificial additives to them during the late 90s and early 2000s, then they somehow seemed to slowly reverse, and now you can buy USDA Organic Quaker's Oats, and Organic Doritos. Organic Doritos? what? i wouldn't have thought it was real if it didn't appear before my eyes a couple of years ago..

  4. Yo, a lot of this is just called marketing.

    Of course Fiji isn't going to trade it's photos of flowers on their labels and ads for factories! This whole argument sort of falls apart when you examine how marketing works and has worked for decades. If greenwashing is whenever a company tries to covers it's eco-harming practices with eco-friendly images, you can name very few who don't do this. Thing is, with whitewashing, companies can STOP photoshopping black people to look lighter than they are. But with this, should companies just say "Well, guess we can't have ANY REFERENCE to the NATURAL WORLD for our WATER COMPANY."? Like, not to mentions they have done a lot of conservation advocacy and activism, among other eco-friendly practices. Seems pretty lazy to point out a few flaws and then say they shouldn't be allowed to market themselves as eco-friendly. Like what company on that scale is even close to 100% green?

  5. I've been to Fiji you cannot find where the fiji plant is, it's nowhere to be found. Even reporters cannot find it. I don't believe it's actually real spring water whatsoever. Fiji is a super poor country and most people haven't been there so they don't really understand how unrealistic it is that Fiji water could actually be a pure natural water product

  6. if you want a fucking green bottle of water buy a reusable one, fill it up at a drinking fountain, and wash it every so often.

  7. I buy bottled water.. I just.. do.. I don't like tap water, I've grown accustomed to bottles. I want to just get a large water filter thing, but I don't do it. I keep getting sidetracked.

  8. I find it hard not to cringe when people carrying their Fiji or Voss water bottle. It just shows off the cluelessness or ignorance about anything.

  9. Such an interesting and educational film. I have always believed Fiji Water was far better than normal bottled water because I was brainwashed by the advertisements. Luckily, I do not use water bottles, I drink rainwater but I do know many people use bottled water as their source of water.

  10. Are you seriously stating the obvious over 5 minutes? You didn't even bother to dig up some video of the bottling plant…..shame bro, shame

  11. I live in Switzerland. I would never buy Fiji water because I have fresh and delicious water from the mountains.

    PS. Fiji water has a low osmolarity and is hypotonic which means it contains very few minerals. And that‘s not good for your body.

  12. I am 40 and have not yet bought a bottle of bottled water in my life. It also took no effort or sacrifice on my part.

  13. What about factual thing like something being vegan or vegetarian? I like garnier because I'm a vegetarian and it works on my hair, did I fall for propaganda?

  14. This is not on consumers to fix, its on the goverments to regulate, despite the fact consumers are looking to buy sustainable products comapnies like fiji just try to pull the wool over consumers eyes, we cant expect 7 billion people to all be educated on every single item they buy when companies are actively trying to trick them into buying their products.

  15. Want to be green, Fiji?

    Make your bottles 100% recyclable and put plastic bins on streets or in stores for the bottles.

  16. > be fiji water company
    > produce cheap polluted water
    > transport across the world
    > tell people you help improve environment
    > make profit
    > bring plastic back to fiji and let other contries pay for it
    > profit doubled

  17. How can it be eco-friendly to fly tons of water in plastic bottles from Fiji all over the world??? …. When almost every country has a good source of clean water they could bottle without the transportation costs

  18. this was incredibly well made but what really caught my attention is the amazing editing and animations, would you kindly inform me on what are your tools that you used to make this?
    Many thanks in advance!

  19. Great video, but The Body Shop hemp hand cream is green because it's made of hemp. Which is green. Their products are generally packaged in the same colour as the main ingredients, e.g. red for strawberry, brown for coconut.

  20. please change the tittle of this vid to something more clk baity so much people can see it… it deserves more views

  21. #1 best solution: Stop or minimize eating meat. Stop drinking bottled water. I use a stainless steel water bottle and fill it every day with home reverse osmosis.

  22. You can't find solutions in capitalism to the problems caused by it.
    What you can do if you truly care: recycle, buy regional and seasonal, if you can, buy produce per gram/ml and take your own container from home instead of packed products. Further steps: try to reduce meat consumption, use public transportation.

  23. "Good Natured Products" is a great Canadian company, manufacturing green packaging. Great company, check them out if you care about green packaging!

  24. Why the f*ck is are These Eggs wrapped in plastic?? Over here in Germany you only find them in carton! That’s much better for the environment!!

  25. The fact that it's narrated by a little girl to give the commercial a feeling of innocence is disgusting to me

  26. Plastic never really disappears or turns into something else like how food turns into soil. Plastic just breaks down into tiny pieces which can be eaten by animals all over the world

  27. You can't buy your way to a more sustainable world. The global economy is the biggest source of pollution and environmental destruction. What we need is to dismantle Capitalism and transition towards a Resource-Based Economy as outlined here:
    https://www.youtube.com/watch?v=4Z9WVZddH9w

  28. Where do you get these info.every year numerous scientific studies are done and published but general public relies on media

  29. So many of my friends drink Fiji water and use other “green” products, and they try to put me down for not liking said products. I try to tell them, but they’re so blinded by the ad campaigns. I mean, think about it, if the Fiji company actually respected the source water, why did they bottle it

  30. in Fiji my family mostly just drink tap water but when there's a hurricane we immediately put tap water in buckets to save.

    and sometimes tap waters usually becomes dirty.. and btw the government sucks, so we moved to another country to get a good life. 😕👌

  31. I only buy water bottles when I've finished all the water in my refillable bottle. Sadly there's no public fountains in my city. How could anyone truly believe that bottled water, in a plastic bottle, is "green"? I think it's people not really thinking about it, not realising. As consumers we need to be more aware of what we buy and why we buy it.

  32. First of all, I never understood and never will understand people who buy bottled water or any drink?! Secondary, more green friendly marketing needed…, less eco friendly the product is!

  33. You should also post stats and details about the following. Maybe make videos out of them,
    . How many people actually get swayed by green marketing
    . How many such fake green companies are there as a % of total

  34. can you make a video about what jaden smiths been leading with “just” water and his involvement with flint?

  35. they don’t even give any money to the villages that surround the reservoir where they take water from 🤡

  36. Just go GMO better. It's engineered for things like plants that produce its own pesticides from inside out the plant which is not harmful to humans but to pests. Boom, no pesticides used but noooo. They rather not because companies are "injecting chemicals" into them when water is a chemical and basically everything else. GMOs aren't bad. Only if you are educated about them 🙂

  37. Actually, organic produce is actually more detrimental to the environment than non-organic produce, due to the use of inferior pesticides, and the larger land area required to compensate for lower yield.

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