The term “greenwashing” was coined in the 1980s to describe outrageous corporate environmental claims. Three decades later, the practice has grown vastly more sophisticated.

In the mid-1980s, oil company Chevron commissioned a series of expensive television and print ads to convince the public of its environmental bonafides. Titled People Do, the campaign showed Chevron employees protecting bears, butterflies, sea turtles and all manner of cute and cuddly animals.

The commercials were very effective – in 1990, they won an Effie advertising award, and subsequently became a case study at Harvard Business school. They also became notorious among environmentalists, who have proclaimed them the gold standard of greenwashing – the corporate practice of making diverting sustainability claims to cover a questionable environmental record.