Understanding Greenwashing Through Youthwork
🌱 Understanding Greenwashing in Youth Work: From Awareness to Action 🌍
Over the past few days in Malta, youth workers and environmental leaders from across Europe and neighbouring regions gathered for an Erasmus+ training as part of the IAIS Sustainability Series Programme.
Through interactive and non-formal learning activities, participants explored how to:
🔍 Recognise greenwashing in media, advertising, and corporate communication
🧠Understand how misinformation can influence young people’s trust in sustainability
🎠Examine ethical challenges through simulations, discussions, and debates
🎨 Develop creative and genuine approaches to sustainability campaigns
🤝 Share experiences, perspectives, and ideas through intercultural learning
By analysing real-world examples and developing their own tools and initiatives, participants moved beyond simply understanding greenwashing and began creating practical solutions that can be applied within their communities.
This training was more than just a learning experience. It helped build a growing network of young people and youth workers committed to honesty, transparency, environmental awareness, and meaningful climate action.
🌍 The journey doesn’t end in Malta. The next chapter continues in Estonia, where these ideas and lessons will be turned into concrete action.
Understanding Greenwashing - Stage 2
Day 1 - Introduction
The first day began with introduction and name games, helping participants get to know each other and create a friendly atmosphere.
As this is the second stage of the project, the following sessions focused on reflecting on the topics covered during the previous stage. Participants revisited the concept of greenwashing, discussing common examples, the different ways companies use misleading environmental claims, and how to recognize these practices.
In the afternoon, we were introduced to the next part of the project. The session explored how all companies and initiatives lie on a spectrum of environmental action and communication. Based on this, they can be grouped under Greenwashers, Silent Browns vocal greens, and silent greens. This provided a broader understanding of how companies position themselves regarding sustainability and environmental communication.
Day 3 - Workshops
Workshops started with theoretical input. Firstly, we were introduced to a framework of ten value “boxes” - a model that helps you plan an event or campaign so that every value fits into one of these ten categories.
We also discussed how greenwashing can be tackled on three levels: through government action, through local activists, and through companies themselves, each carrying its own share of responsibility in building a more sustainable planet.
After the theory, we split into groups, each with its own assignment. Through these tasks, we looked at greenwashing from very different perspectives - each group stepped into different shoes, viewing the issue from the standpoint of a different stakeholder (government, activist, company...), which gave us a much more well-rounded understanding of the topic.
Day 4 - Site Visits
Day 4 included a site visit to Klooga, focusing on Teeme Ära and the development of the Let’s Do It World movement.
The programme included a tour and presentation introducing the organisation’s environmental practices and the development of a local initiative into a global movement promoting community participation in environmental action. 🌱
The visit highlighted the role of community-based environmental action, civic engagement, and grassroots initiatives in advancing sustainable development.
Day 5 - Site visits 2
The day began with a networking walk focused on sharing green practices across participating countries and reflecting on the integration of sustainability into everyday life and local communities. 🌱
The programme continued with a visit to Ülemiste City, Estonia’s largest smart business campus, exploring the connection between sustainability, innovation and responsible urban development. The visit highlighted how green solutions can be incorporated into the business environment and contribute to the development of more sustainable urban spaces. 🌿🏙️
The next stop was Pirita Youth Centre, focusing on youth engagement and community-based activities. The day concluded with a joint reflection and summary of the key lessons and insights gained from the project’s site visits.
Day 6 - Planning Anti-Greenwashing Campaigns
The final project day focused on developing practical campaigns and projects to address greenwashing. Working in country groups, participants developed concrete ideas aimed at raising awareness, promoting critical thinking, and encouraging more transparent and responsible environmental communication. 🌱📢
The campaigns were then presented to the wider group, followed by questions, comments and discussion. This created an opportunity to exchange perspectives and consider different approaches to tackling greenwashing across national contexts. 💡🤝
The project concluded with a joint reflection and summary, highlighting the key knowledge, experiences and insights gained throughout the programme. The final session emphasised the importance of critical thinking, collaboration and youth-led initiatives in promoting genuine sustainability and responsible communication.
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