The paper "Greenwashing: Appearance, Illusion and the Future of 'Green' Capitalism" by Joe Williams explores the concept of greenwashing, which involves companies making false or misleading claims about their environmental commitment to appear more sustainable. While environmental groups widely criticize this practice, it has been largely ignored in geography and related disciplines. The author argues that greenwashing is a critical issue that needs to be taken seriously, as it obscures social and ecological relations and is central to the functioning of contemporary capitalism. The paper develops a broad concept of greenwashing, drawing on theories of commodity fetishism and doublethink to explain how greenwashing creates an illusion of sustainability while maintaining the status quo. It also introduces a spectrum of greenwashing intensities, from soft to hard, and discusses the role of certification schemes and government regulation in addressing greenwashing. The author emphasizes the need for geographers to contribute to this debate, highlighting the importance of understanding the scalar dimensions and power dynamics involved in greenwashing. The paper concludes by advocating for a more critical understanding of greenwashing as a form of collective doublethink that sustains market capitalism and environmental injustice.The paper "Greenwashing: Appearance, Illusion and the Future of 'Green' Capitalism" by Joe Williams explores the concept of greenwashing, which involves companies making false or misleading claims about their environmental commitment to appear more sustainable. While environmental groups widely criticize this practice, it has been largely ignored in geography and related disciplines. The author argues that greenwashing is a critical issue that needs to be taken seriously, as it obscures social and ecological relations and is central to the functioning of contemporary capitalism. The paper develops a broad concept of greenwashing, drawing on theories of commodity fetishism and doublethink to explain how greenwashing creates an illusion of sustainability while maintaining the status quo. It also introduces a spectrum of greenwashing intensities, from soft to hard, and discusses the role of certification schemes and government regulation in addressing greenwashing. The author emphasizes the need for geographers to contribute to this debate, highlighting the importance of understanding the scalar dimensions and power dynamics involved in greenwashing. The paper concludes by advocating for a more critical understanding of greenwashing as a form of collective doublethink that sustains market capitalism and environmental injustice.