Ad Nut
Sep 29, 2023

Better Climate Store’s Greenwash can wash away climate guilt caused by overconsumption

The multitasking product might deserve a spot in Ad Nut’s oaky home…unless Ad Nut is sensing a bit of irony.

Ad Nut usually sticks with what Ad Nut knows, but a new product from sustainable retail platform the Better Climate Store might replace Ad Nut’s go-to bottle of Dr. Bronner’s (it takes up a lot of valuable real estate in Ad Nut’s oak tree abode, after all).

This week, the Better Climate Store released Greenwash, a soap it says is “specifically developed to wash away the emotional guilt produced by our inability to take action on the climate crisis.” Ad Nut loves a multiuse product, so Greenwash’s ability to clean Ad Nut’s body and soul simultaneously sounds quite efficient.

Ad Nut is not the biggest fan of the soap’s eucalyptus mint scent, but will consider parting ways with Dr. Bronner’s squirrel-friendly almond-scented soap for a worthy alternative.

The commercial for Greenwash also puts Ad Nut in a serene mood and the soap is described as a “gently moisturizing formula” that gives its users a… “truly false sense of security like no other corporation can”? Hold up. Ad Nut is catching on to some hidden meaning here.

Ahh, Ad Nut sees what’s going on here. While the product’s proceeds are donated to a planet-focused endowment called the Better Climate Fund, Greenwash itself can’t reverse the damage done by the rest of a consumer’s decisions, just like any “green” product from a corporation can’t wash away damage done elsewhere in the business.

In any case, Ad Nut’s trusty bottle of Dr. Bronner’s is still half-full after three years of use — now that is what Ad Nut calls environmentally friendly.

Source:
Campaign US

Related Articles

Just Published

6 hours ago

Women to Watch 2023: Melanie Spencer, Thompson Spencer

When she’s not leading the growth mission for New Zealand’s largest independent, locally-owned agency network, Spencer can be found either on a surfboard or a set of skis.

14 hours ago

Grey assembles global leadership team for Coca-Cola ...

The five-person team will span disciplines from creative to CX and tap into global talent for parent WPP’s largest client.

14 hours ago

Spotify Wrapped 2023 celebrates real moments with ...

Spotify’s annual year-end recap campaign expands on personalised listening habits and drops easter eggs around the world.

15 hours ago

Why class is culture and we should celebrate both

By embracing all classes, adland has the chance to become hugely enriched, says Havas London's chief creative officer, Vicki Maguire.