The holidays are a time of celebration, generosity, and connection—but they’re also the season of the hardest-hitting marketing of the year. As more people look for gifts that are better for the planet, many companies suddenly start labeling their products as “eco-friendly,” “green,” “clean,” or “conscious.” And while those words sound reassuring, they often don’t mean what we’re led to believe.
This is greenwashing: when a company appears sustainable through branding or marketing language, without making real changes that reduce environmental harm. And during the holidays—when people are shopping quickly, emotionally, and under pressure—greenwashing is more effective than ever.
But sustainability is not a style. It’s a practice. And once you know how to spot the real thing, you can shop with confidence.
What Greenwashing Really Looks Like
Greenwashing doesn’t usually look like a lie. It looks like vagueness.
A brand uses neutral colors, nature imagery, or the word “natural” without explaining what is actually natural about the product. A plastic item is repackaged in a cardboard box and suddenly called “eco.” A large corporation launches one “green holiday collection” while the rest of its business still runs on waste, mass production, and disposable culture.
Real sustainability is never implied—it is explained. It is transparent, traceable, and supported by clear choices, not marketing language. Read our blog about Spotting Greenwashing to learn more.
What Real Sustainability Looks Like
Truly sustainable brands—small brands like ours and others doing this work—build every decision around materials, manufacturing, transparency, and end-of-life responsibility. Sustainability is in the supply chain, the packaging, the labor, the durability, and the disposal—not just the label.
At Me Mother Earth, this means:
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Using plant-based, refillable, or long-lasting materials instead of plastic.
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Working with manufacturers audited for ethical labor and safe production (including TÜV, BSCI and GOTS certifications).
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Packaging every product—and every shipment—in plastic-free kraft paper and paper tape, so there’s no guesswork when it arrives at your door.
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Designing products with end-of-life in mind, always sharing how to reuse, compost, recycle, or responsibly retire items when they’re worn out.
Many small sustainable companies are doing this same, deeply intentional work. It takes more effort, more cost, and more care—but it results in products that are better for people and the planet, not just better for marketing.
Shopping Mindfully During the Holidays
Holiday sales often encourage urgency: “Buy now, before it’s gone!” “Limited time!” “Add one more item to save 20%!” The push is to purchase quickly—not thoughtfully.
A slower, more meaningful approach is simply to pause for a moment before buying and ask:
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Will this actually be used and appreciated?
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How long will it be useful?
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Where will it go once it’s no longer needed?
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Does the company clearly explain why their product is sustainable?
This tiny pause shifts gifting from impulsive to intentional—and that shift changes everything.
Why Where You Shop Matters
Two products can look similar, but their impact can be entirely different. Purchasing from a large corporation that greenwashes supports the idea that sustainability is a trend. Purchasing from a small sustainable brand supports people who are building better systems on purpose.
When you choose to shop from verified sustainable brands, you are supporting:
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Fair labor rather than exploitation
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Refillable and low-waste systems instead of disposables
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High-quality materials that last rather than break
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Real people instead of shareholder profits
Your dollars don’t just buy a product—they vote for the world you want to live in.
A Kinder, More Intentional Holiday
Sustainable gifting isn’t about perfection. It’s about care—care for the person receiving the gift, and care for the planet we share. When gifts are chosen thoughtfully, they are used, loved, and appreciated—not returned, forgotten, or thrown away.
If you’re looking for genuine, transparent, plastic-free, refillable, and thoughtfully made gifts, we would love to support your holiday season.
Explore Our Sustainable Gift Collection Here.
Sustainability isn’t our marketing strategy. It’s our foundation. And we’re grateful to do this work—with you.
