Greenwashing 101: How to Spot It and Avoid It

 


Greenwashing 101: How to Spot It and Avoid It

Because not everything with a leaf on it is eco-friendly.

What Is Greenwashing?

It’s when companies pretend to be environmentally friendly — but aren’t.

They might slap on a green label, use words like natural or eco, or show a smiling Earth mascot… all while selling a product that’s anything but sustainable.

Greenwashing is marketing spin dressed up as planet love.

Why It Matters

When you fall for greenwashing:

  • You waste money 💸

  • You support dodgy practices 🚫

  • You feel good — but nothing actually changes 🌍

Real sustainability gets drowned out by noise. And your good intentions are used against you.

🚩 Red Flags to Watch For

  • Vague or "Fluffy" Language: Look for buzzwords that sound good but lack specific meaning or legal definition, such as "natural," "eco-friendly," "sustainable," or "green".

  • Misleading or Fake Labels: Be cautious of self-made labels that look official but are not backed by an independent third party.

  • Suggestive Imagery: The use of nature-based visuals, like leaves, trees, or wildlife, or simply using green or brown packaging, can imply a false sense of environmental consciousness without any real relevance to the product's practices.

  • Irrelevant Claims: A company might loudly promote a minor environmental attribute that is technically true but irrelevant to the product's main impact (e.g., "ozone-friendly" when CFCs are already banned).

  • Hidden Trade-offs (Partial Disclosure): Highlighting a single positive feature while conveniently ignoring the larger, non-sustainable aspects of the product or company (e.g., using a recyclable bottle for a product made with unsustainable ingredients).

  • Lack of Proof or Data: Claims are made without any supporting evidence, data, or accessible information for consumers to verify the impact.

  • "Lesser of Two Evils": Promoting a slightly more sustainable version of an inherently harmful product (e.g., "organic" cigarettes).

✅ What to Look For Instead

  • Clear, specific claims: e.g. “Made from 100% recycled post-consumer plastic”

  • Recognised certifications: GOTS, B Corp, Fairtrade, Rainforest Alliance

  • Full supply chain transparency

  • Minimalist packaging

  • Brands that say “We’re not perfect — but here’s what we’re doing”

🛍️ Shop Smarter, Not Greener

Ask yourself:

  • What problem is this product solving?

  • Do I actually need it?

  • Could I borrow, thrift, or upcycle instead?

Sometimes the greenest option… is not buying at all.

Final Thought

Don’t let a green label lull you into a false sense of impact.

Be curious. Read the fine print. And support businesses that walk the talk — not just greenwash the box.

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