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What is Greenwashing and How to Spot it?


Companies are eager to capitalise on the growing environmental consciousness of consumers by marketing their products as green or eco-friendly. Not all claims of sustainability, however, are legitimate. Some businesses engage in greenwashing, which is when they exaggerate or misrepresent the environmental benefits of their products or services. This article will explain what greenwashing is and how to identify it.


What is greenwashing?


Greenwashing is the practise of making false or misleading claims about a product, service, or company's environmental benefits. It is a type of deceptive marketing in which a company attempts to mislead consumers into believing that it is more environmentally friendly than it actually is. In the 1980s, the term greenwashing was coined by Jay Westerveld, an environmental activist, coined the phrase to describe the hotel industry's practise of encouraging guests to reuse their towels in order to reduce water consumption while ignoring more significant environmental issues such as energy consumption and waste.


Greenwashing can take many forms. It may entail making broad or ambiguous claims about a product's environmental impact, such as using terms like eco-friendly or sustainable without providing specifics. It may also include exaggerating a product's or service's environmental benefits, such as claiming that a product is 100% recyclable when only a small portion of it can be recycled. Furthermore, greenwashing may involve the use of false or irrelevant certifications, such as a certified green label that is not supported by any recognised third-party organisation.


Why is greenwashing a problem?


Greenwashing is a problem because it leads consumers to believe they are making environmentally conscious purchases when they are not. This has a number of negative consequences. For starters, it can lead to consumer complacency, with consumers believing they are helping the environment when, in fact, they are not. As a result, genuine progress towards sustainability may be hampered as consumers fail to demand more genuinely environmentally friendly products and services. Furthermore, greenwashing can undermine legitimate efforts by businesses to become more sustainable by making consumers sceptical of all claims of sustainability.


Here are some tips for spotting greenwashing:


1. Look past the buzzwords

Marketing terms such as green, eco-friendly, and sustainable are frequently used to make a product appear environmentally conscious. These words, however, are frequently ambiguous and do not provide specific information about the product's environmental impact. Instead, look for specific information, such as certifications or labels, to support the product's environmental claims.


2. Examine for third-party certifications.

Many businesses rely on certifications to demonstrate that their products are environmentally friendly. Not all certifications, however, are created equal. Look for certifications issued by independent, third-party organisations with strict environmental performance standards. Energy Star, USDA Organic, and the Forest Stewardship Council are examples of reputable third-party certifiers.


3. Look for openness.

A company that is truly committed to sustainability will be open and honest about its business practises and environmental impact. Look for companies that are transparent about their environmental performance and sustainability goals. For example, a company's website might include information about its energy consumption, waste reduction efforts, or sustainable sourcing practises.


4. Avoid green packaging.

Packaging labelled "biodegradable" or "compostable" may appear to be a better choice for the environment, but these claims are frequently misleading. While some packaging can biodegrade or compost under the right conditions, the majority ends up in landfills where it does not degrade. Furthermore, the production of these types of packaging may have a greater environmental impact than traditional packaging. Instead, look for products with minimal packaging or packaging made from recycled materials.


5. Don't let a single claim sway you.

A product that claims to be "recyclable" or "made from recycled materials" may appear to be a good choice for the environment, but the product's overall environmental impact must be considered. A product made from recycled materials, for example, may still require a significant amount of energy to produce, and a recyclable product may still have a large carbon footprint due to the transportation required to recycle it. Look for products that take into account a variety of environmental factors, such as energy consumption, water consumption, and waste reduction.


6. Think about the source

Finally, consider the information's source. Is the information coming from the company directly, or from a third-party source? Corporations may exaggerate their environmental claims in order to make their products appear more appealing to customers. Independent sources, on the other hand, are more likely to provide unbiased information about a product's environmental impact.


In conclusion, greenwashing is a common practise in today's market, but it is possible to spot greenwashing and make informed purchasing decisions by being aware of the tactics used by companies and using critical thinking skills. Look for specific information, third-party certifications, transparency, minimal packaging, multi-factor environmental considerations, and information from independent sources. This ensures that you are truly supporting environmentally conscious products and businesses.

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