Corporate Localwashing

If greenwashing is the attempt by companies to boost their environmental credentials, regardless of their true record, then localwashing is the latest marketing gimmick - multinational chains taking on the wolf-in-sheep's-clothing image of a friendly neighborhood start-up.

The environmental site Grist has a slightly absurd photo slideshow of businesses trying to brand themselves as local - including such decidely non-local names like the Venezuelan oil company Citgo, HSBC ("the world's local bank"), Barnes & Noble, and Whole Foods.

As we've blogged about before, Starbucks has gone the same route with 15th Avenue Coffee and Tea, their series of "neighborhood" shops. Consumers will probably see through the ruse pretty quickly, but localwashing will also weaken the power that truly local companies have to attract customers. And that would be a shame.

(Photo via Grist)