Syllabus Edition

First teaching 2024

First exams 2026

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Greenwashing & Tragedy of the Commons (DP IB Environmental Systems & Societies (ESS))

Revision Note

Alistair Marjot

Written by: Alistair Marjot

Reviewed by: Bridgette Barrett

Greenwashing

  • Greenwashing, sometimes referred to as 'green sheen', refers to the misleading practice where companies use marketing techniques to portray themselves as environmentally friendly or sustainable

    • This can be deceptive or dishonest because they often do it without implementing any meaningful changes or environmental improvements to their practices

    • For example, companies may engage in greenwashing by investing in advertising campaigns or branding initiatives that create the perception of environmental responsibility

      • This can include using eco-friendly imagery, slogans, or labels on products without backing up these claims with genuine sustainability efforts

  • Greenwashing misleads consumers and undermines genuine efforts towards sustainability

  • It diverts attention and resources away from real environmental solutions and allows unsustainable business practices to continue

Diagram of the greenwashing for IB HL Environmental Systems and Societies
Greenwashing

Examples of Greenwashing

Example

Explanation

Energy or oil companies

May advertise their commitment to renewable energy sources, but continue to invest heavily in fossil fuel extraction and lobby against environmental regulations

Fast-fashion brands

May boast about their eco-friendly clothing lines whilst overlooking their unsustainable manufacturing processes (e.g. by failing to disclose the use of harmful chemicals in their manufacturing process)

Automotive companies

May promote a "green" electric car model whilst overlooking the environmental impact of the battery manufacturing process or the lack of infrastructure for sustainable energy generation and consumption

Fast-food chains

May promotes their "eco-friendly" packaging made from recycled materials but fails to mention the environmental impact of its meat sourcing practices or the excessive packaging waste generated by its products

Tragedy of the Commons

  • The tragedy of the commons is the term used to describe a situation where resources that are shared by everyone are exploited or depleted due to the absence of individual responsibility

    • When no one owns a resource, individuals may exploit it for their own gain, leading to its degradation or complete depletion, which ultimately has negative consequences for everyone

    • An example of the tragedy of the commons can be observed in international waters, where various fishing fleets compete for fish stocks without regulation or cooperation

      • As each fleet seeks to maximise its catch, fish populations decline, disrupting marine ecosystems and making fisheries increasingly unsustainable

Diagram of the tragedy of the commons for IB HL Environmental Systems and Societies
A non-human example demonstrating the tragedy of the commons

Property rights and commons

  • In situations where property rights are not clearly defined for common resources, such as communal grazing lands or shared water bodies, individuals may exploit these resources without regard for the long-term consequences

    • Without ownership or responsibility, the 'free rider' problem arises, where individuals benefit from the resource without contributing to its maintenance or preservation

Alternative approaches

  • Ostrom's Shared Pastures in Switzerland:

    • Elinor Ostrom, a renowned scholar in economics, highlighted the effectiveness of local communities in managing common resources through collective agreements and rules

      • She did this through her research and publications in the latter half of the 20th century and early 21st century, winning the Nobel Prize in Economic Sciences in 2009

    • One notable example is the management of shared pastures in Switzerland by rural communities

      • In these shared pastures, local communities have established collectively agreed-upon rules to govern grazing practices and ensure sustainable use of the land

      • Grazing rights are allocated based on traditional practices and equal distribution among community members

      • Additionally, regular monitoring and enforcement of rules are implemented to prevent overgrazing and maintain the health of the pasture ecosystem

      • This approach demonstrates how communities can effectively manage common resources through cooperation and collective action without the need for centralised government intervention

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Alistair Marjot

Author: Alistair Marjot

Expertise: Biology & Environmental Systems and Societies

Alistair graduated from Oxford University with a degree in Biological Sciences. He has taught GCSE/IGCSE Biology, as well as Biology and Environmental Systems & Societies for the International Baccalaureate Diploma Programme. While teaching in Oxford, Alistair completed his MA Education as Head of Department for Environmental Systems & Societies. Alistair has continued to pursue his interests in ecology and environmental science, recently gaining an MSc in Wildlife Biology & Conservation with Edinburgh Napier University.

Bridgette Barrett

Author: Bridgette Barrett

Expertise: Geography Lead

After graduating with a degree in Geography, Bridgette completed a PGCE over 25 years ago. She later gained an MA Learning, Technology and Education from the University of Nottingham focussing on online learning. At a time when the study of geography has never been more important, Bridgette is passionate about creating content which supports students in achieving their potential in geography and builds their confidence.