Greenwashing: What It Is, How to Identify It, and How to Avoid It

Which product is better for the environment? The one packaged in brown cardboard with leaves printed on the label? Or maybe the one that says “all-natural” in big letters. 

Sure, sometimes the product in that kind of packaging or the product that is labeled in that manner is the better choice! But just as often “eco-friendly” products aren’t actually any better for the environment; instead, they’re a product of greenwashing.

Greenwashing is a technique that misleads the public to believe that a company is doing more to protect the environment than it is. It is an attempt to capitalize on the growing demand for environmentally sound products, and conveys the false impression that a company or its products are environmentally-friendly.

It undermines credible efforts to reduce emissions and address the climate crisis. Through deceptive marketing and false claims of sustainability, greenwashing misleads consumers, investors, and the public, hampering the trust, ambition, and action needed to bring about global change and secure a sustainable planet. 

That can look like applying intentionally misleading labels like to products like:

• Cruelty-Free

• Green

• Eco-Friendly

• Sustainable

• Non-Toxic

• All natural

The problem with these terms is that there is no standard definition, which means they can easily be misinterpreted by consumers, and misused by companies.

Greenwashing can also look like emphasizing a single environmental attribute while ignoring other impacts, claiming to avoid illegal or non-standard practices that are irrelevant to a product, or touting the sustainability attributes of a product in isolation of brand activities (and vice versa) – for example, promoting a garment made from recycled materials that is produced in a high-emitting factory that pollutes the air and nearby waterways.

So what can you do to avoid falling for this tactic?

1. Watch for these common greenwashing practices when researching products:

1. Unclear language or terms with no specific meaning or implication, like eco-friendly. 

2. Suggestive images that give an unjustified green impression without providing specific data about the product or brand. 

3. Irrelevant claims with a heavy emphasis on one small green attribute without mention of how the rest of the company works. 

4. A claim that might be correct, but no evidence is provided to support the claim. 

2. Implement sustainable buying practices like:

1. Looking for transparency and accountability. Brands that are actually doing what they say they’re doing should have no problem offering evidence. Genuinely green products and businesses back up their claims with facts and details. Reviews and market performance should support their claims.

2. Considering a product’s lifecycle. When evaluating a product, it is crucial to consider its entire life cycle, starting from the extraction of raw materials to its eventual disposal, while also taking into account the environmental consequences associated with its materials and packaging.

3. Spending wisely. When possible, choose products from companies who use resources responsibly and are committed to cutting their emissions and waste. 

As a consumer, voting with your dollar and buying sustainably sourced and durable products is important. Be aware of companies trying to profit from your desire to live a sustainable lifestyle by researching the companies you support. With a little extra effort, we can protect the nature of the place that you love!