Greenwashing is the practice of companies making misleading claims about the environmental benefits of their products or practices. While some brands genuinely commit to sustainability (like us *wink wink), others may use greenwashing tactics to appeal to eco-conscious consumers without making meaningful changes. Here’s how to spot greenwashing and ensure you are supporting genuinely sustainable brands.
1. Vague or Ambiguous Claims
Red Flags:
- Watch out for: Terms like "eco-friendly," "natural," or "green" without any specific explanation like natural materials, plastic-free packaging or certifications.
- Why it matters: If a company is truly committed to sustainability, it will provide clear, detailed information about its practices and the specific environmental benefits of their products.
What to Ask:
- Can you provide specific details about how your products are eco-friendly or sustainable?
- Do you have any certifications or product testing you can share to back up your environmental claims?
2. Lack of Transparency
Red Flags:
- Watch out for: Companies that avoid providing detailed information about their supply chain, production processes, or the origin of their materials.
- Why it matters: Genuine sustainable brands are transparent about their practices and willing to share information about their production process.
What to Ask:
- Can you provide a breakdown of your supply chain and the sustainability practices involved?
- How do you ensure that your suppliers adhere to ethical and sustainable standards?
- Do you have any certifications?
3. Overemphasis on One Green Aspect
Red Flags:
- Watch out for: Brands that heavily market one small eco-friendly feature while ignoring other significant environmental impacts.
- Why it matters: A truly sustainable company will address all aspects of its environmental footprint, not just focus on one small part.
What to Ask:
- How do you address the environmental impact of your products throughout their entire lifecycle?
- What steps do you take to minimize waste, energy use, and carbon emissions in all areas of your business?
4. Reliance on False Labels or Certifications
Red Flags:
- Watch out for: The use of fake eco-labels or certifications that are not recognized by reputable environmental organizations. Green colored packaging on clearly not so sustainable products.
- Why it matters: Legitimate certifications, like USDA Organic, Fair Trade, or Energy Star, Leaping Bunny, GOTS or Oeko-Tex have strict standards. Misleading labels can give the illusion of sustainability without substance.
What to Ask:
- Can you provide information about the certifications your products have earned and the organizations behind them?
- How do these certifications ensure that your products are genuinely sustainable?
5. Out-of-Proportion Advertising
Red Flags:
- Watch out for: Companies that spend more on marketing their green initiatives than on implementing them.
- Why it matters: If a company is more focused on promoting itself as green rather than making real changes, it’s a sign of greenwashing.
What to Ask:
- Can you provide examples of how your company is investing in sustainability initiatives?
- How much of your company’s resources are dedicated to improving environmental practices versus marketing these efforts?
6. Temporary Initiatives
Red Flags:
- Watch out for: Short-term sustainability campaigns or initiatives that don’t lead to long-term change. Only promoting green initiatives during April aka Earth Month but not really doing anything actionable year round.
- Why it matters: Sustainability requires ongoing commitment, not just a one-off campaign to attract attention.
What to Ask:
- What long-term goals do you have in place for sustainability?
- How do you ensure that your sustainability initiatives have a lasting impact?
7. Irrelevant Claims
Red Flags:
- Watch out for: Highlighting features that are already legally required or not unique to the product as evidence of being green.
- Why it matters: Claims like “CFC-free” (when CFCs have been banned for decades) can be misleading and irrelevant.
What to Ask:
- What differentiates your sustainability practices from industry standards?
- Have your products been third party tested for safety?
The Power of the Informed Consumer
Remember, the more we ask these questions and refrain from buying from non-sustainable brands, the more they will need to make real changes. The power of informed consumer choices can drive real change. By choosing not to support brands that engage in greenwashing or unethical practices, we collectively push for transparency, sustainability, and ethical practices across industries. Our voices and actions can lead to a more responsible and environmentally conscious marketplace.
Stay informed, ask the right questions, and be a conscious consumer committed to supporting good brands.
