Many of my friends have recently shared their challenges while becoming environmentally conscious consumers. One of their biggest concerns is identifying greenwashing and avoiding such products.
As environmental and sustainability issues become major global priorities, companies and brands are eager to showcase their green credentials. However, not all “green” claims are as genuine as they appear. This deceptive practice, known as greenwashing, can easily mislead consumers into purchasing products that aren’t environmentally friendly.
Thus, as a consumer, learning how to spot greenwashing is crucial. This guide will help you distinguish between genuine sustainability and greenwashing marketing tricks, and equip you with the knowledge to make informed, eco-conscious decisions.
What is Greenwashing?
Greenwashing happens when companies use marketing strategies to make their products, services, or practices look more sustainable than they actually are. Greenwashing can be done deliberately or unintentionally.
As consumer demand for green and sustainable products has been rising, many companies have adopted greenwashing tactics to capitalise on this trend without making meaningful changes to their environmental impact. In a 2022 survey of nearly 1,500 CEOs and senior leaders, more than half (58%) admitted their companies had engaged in greenwashing, and two-thirds doubted whether their sustainability efforts were ever truly genuine.
The consequences of greenwashing go beyond consumer deception. It undermines the efforts of genuinely sustainable companies, creates scepticism around truly green products, and slows down the progress needed to address critical environmental issues.
Common Greenwashing Practices
Greenwashing can take many forms, companies may employ a single tactic or multiple methods simultaneously to create a misleading impression of sustainability. Here are some of the most common practices:
1. Use Vague or Misleading Terms
One of the most frequent practices is the use of vague or misleading terms, such as “eco-friendly,” “natural,” or “green”, without any supporting evidence or certifications. Since these terms are not regulated, companies often use them to create a perception of environmental responsibility. This lack of transparency makes it difficult for consumers to verify the actual environmental impact of the product.
2. Highlight One Minor Sustainable Aspect
Another common greenwashing tactic is to spotlight a minor environmental aspect of a product or a company’s operations, which diverts attention away from more significant environmental harms or unsustainable practices they are engaged in elsewhere. For example, a product might advertise that its packaging is made from 100% recycled materials to create an impression of overall sustainability, while the product itself has a high carbon footprint. This selective disclosure can mislead consumers into believing they are making an eco-friendly choice, while in reality, the product’s overall sustainability remains questionable.
3. Use “Green” Packaging, Images, Symbols or Slogans
You may have noticed that many brands have switched to green colours, nature images, or symbols like trees and leaves in their branding and product packaging. This is because consumers often associate these visual elements with environment and sustainability. Many companies leverage these cues to create a false perception that their products are eco-friendly. In reality, the products themselves remain unchanged; only the packaging or imagery has been modified to give the illusion of sustainability.
4. Make Irrelevant Claims
From time to time you may see products advertising they don’t contain a certain ingredient, making them stand out from the competitors. However, the exclusion of that ingredient might be due to a legal requirement or an industry standard, rather than a genuine effort towards sustainability. For example, a cleaning wipe brand may claim to be “plastic-free”, even though plastic in all wet wipes is banned in the market like the UK. Such irrelevant claims mislead consumers into believing the product is greener than it actually is – a common greenwashing method to watch out for.
5. Exaggerate the Environmental Benefits
Exaggerating the environmental benefits of a product or service is another greenwashing tactic. Companies may overstate the positive impact of their practices to appear more environmentally friendly than they truly are. For example, a luxury leather goods brand may feature in their beautifully crafted sustainability report that they have switched entirely to tanneries with environmental accreditations, and are committed to a sustainable supply chain. While this sounds very positive, it can mislead consumers into believing that leather from certified tanneries is inherently sustainable. However, many argue that leather is an unsustainable material, it often involves significant environmental concerns, such as animal welfare issues, deforestation, high water usage and harmful chemicals during the manufacturing process.
6. Use False Certifications and Data
One of the most deceptive greenwashing tactics is using fake certifications or providing false data to suggest a level of environmental responsibility that doesn’t actually exist. This strategy often involves designing logos or certifications that closely resemble legitimate, recognized standards. By doing so, companies trick consumers into believing their products meet specific sustainability criteria when, in reality, they do not. Such practices exploit the trust consumers place in certifications, making it one of the most harmful greenwashing methods.
7. Make Comparisons to Less Eco-friendly Products
One greenwashing practice companies often use is by comparing their product to less environmentally friendly alternatives. This marketing tactic makes their products seem greener without making any meaningful changes. For instance, a shampoo brand may label on the bottle that it uses “30% less plastic” than the previous version. While this claim might be true, it distracts from the fact that the packaging is still made from plastic. Comparing it to a worse option doesn’t make the product genuinely sustainable – it just makes it seem less environmentally harmful in comparison.
8. Carbon Offsetting
Carbon offsetting is a practice where companies compensate for the emissions they produce by investing in activities that reduce carbon in the atmosphere, such as planting trees or supporting clean energy projects. While this can be a positive step toward reducing overall carbon footprints, it is often misused by businesses to maintain their reputation and comply with regulations without making substantial changes to their core practices. For example, a high-emission company might advertise its products as “carbon neutral” because they purchase carbon offsets, while continuing their environmentally harmful activities. This can give consumers a misleading impression of the company’s commitment to sustainability.
Greenwashing Examples
Let’s take a look at some real-world greenwashing examples.
Innocent Drinks
In 2022, Innocent Drinks was accused of greenwashing for promoting their single-use plastic-packaged products in a TV commercial. The advert featured cute cartoon characters encouraging people to “get fixing up the planet” by purchasing Innocent drinks, implying that choosing their brand would contribute positively to the environment. This was misleading as the brand continued to generate significant plastic waste. Additionally, Innocent’s parent company, Coca-Cola, produces about three million tonnes of plastic packaging a year – equivalent to 200,000 bottles a minute, further calling their sustainability claims into question.
H&M
The world’s second-largest fast fashion brand, H&M, was caught greenwashing through their “Conscious” line. This collection was marketed with green hang tags, suggesting the garments were sustainable. However, H&M didn’t provide consumers with precise information about why these clothes are labelled Conscious. There was no concrete evidence or transparency to support their sustainability claims – no details on the materials used, the production processes, or the working conditions of factory workers.
H&M is just one of many fast fashion brands that greenwashed their products by misusing sustainability labels.
Shell and BP
Oil and gas giants Shell and BP have been accused of greenwashing over the amount of renewable energy they produce. Both companies highlighted offshore wind and solar energy in their annual reports and marketing strategies. However, renewable energy represented only a fraction of their total energy output, while fossil fuels accounting for approximately 99% in 2022. The oil majors greenwashed their brands by emphasising and exaggerating their minor environmental improvement, diverting attention from their polluting fossil fuels production.
Ryanair
Ryanair’s 2019 claims of being the “lowest emissions airline” and the “cleanest airline in Europe” were banned due to greenwashing allegations. The airline argued that its green credentials were based on having the youngest aircraft fleet, equipped with the most fuel-efficient engines, and flying 97% full on average. These claims were supported by data from the European aviation organisation Eurocontrol and airline efficiency rankings published by Brighter Planet, a provider of carbon and energy calculations. However, the airline efficiency ranking used by Ryanair was from 2011. Furthermore, some well-known airlines did not appear on the chart, so it was not clear whether they had been measured.
Flying remains one of the most carbon-intensive activities, with aviation accounting for 2.5% of global CO2 emissions.
Steps to Avoid Greenwashed Products
1. Educate Yourself on Sustainability and Greenwashing
The first step to spot greenwashing and avoid greenwashed products is to educate yourself about sustainability. Consumers can begin by understanding what sustainable practices look like, including reducing carbon emissions, using eco-friendly materials, ethical labour practices, and low-waste manufacturing processes.
If you’re interested in deepening your knowledge, check out my article on the “Top 10 Must-Read Sustainability Books for Everyone” for a curated list of insightful reads. These books provide a solid foundation in understanding environmental and sustainability issues.
2. Familiarise Yourself with Greenwashing Tactics
It’s also essential to familiarise yourself with the common greenwashing tactics as discussed earlier in this article, such as vague or misleading terms, irrelevant claims, “green” packaging or symbols, and exaggerated environmental benefits. By recognizing these deceptive practices, you will be better equipped to identify greenwashing and make more informed choices.
3. Research the Brand and Assess the Company’s Overall Commitment
Take the time to research the brand and evaluate the company’s overall sustainability commitment. A great place to start is their website and any available sustainability report or disclosures. Look for specific information on sourcing, manufacturing, and business practices. Are they transparent about where their materials come from? Do they detail their labour practices and how they reduce emissions towards Net Zero?
A genuinely committed company will provide concrete evidence of its efforts and be open about both its achievements and areas for improvement. By critically assessing the information provided, you can avoid supporting brands that engage in greenwashing.
4. Check for Legitimate Evidence
When you come across vague “green buzzwords” on a product – such as “natural,” “eco-friendly,” or “carbon neutral” – it’s crucial to look for legitimate proof to verify these claims.
Start by reviewing the product packaging and marketing materials for clear definitions of the terms being used. For example, what exactly does the company mean by “Carbon Neutral”? A truly sustainable product will provide detailed descriptions about its materials, sourcing, and manufacturing processes. Additionally, look for concrete data, such as metrics on carbon footprint reduction or waste management practices. Trusted industry certifications from recognized organisations, such as Oeko-Tex, Fair Trade, or Cradle to Cradle, can also assure that the product meets specific sustainability standards. By seeking out these forms of legitimate evidence, you can better determine the authenticity of a product’s green claims and avoid being misled by greenwashing.
5. Consider the Product Life Cycle
To avoid greenwashed products, it’s important to evaluate the entire life cycle of a product – from production to disposal.
Start by examining the raw materials: are they sustainable materials? Then, check the packaging: is it made from recycled or recyclable materials? Also, consider the manufacturing process and whether it minimises waste and emissions. Lastly, think about the product’s end-of-life disposal: can it be recycled or composted, or will it end up in a landfill? By assessing these factors, you can see beyond surface-level claims and distinguish between greenwashed products and genuinely sustainable choices.
Conclusion
Greenwashing is a significant barrier to addressing climate change. Through deceptive marketing and false claims of sustainability, greenwashing misleads consumers, investors and the public, promoting a false solution to the climate crisis.
As conscious consumers, we have the power to curb this practice and support meaningful changes towards sustainability. By identifying greenwashed products and making informed purchasing decisions, we can prioritise truly sustainable options.
Have you encountered greenwashing? How did you avoid greenwashed products? Share your experience with us!
