With consumers more interested in supporting companies with sustainable and ethical practices, greenwashing is the latest corporate marketing trend. Greenwashing is the practice of a company putting more effort into PR and marketing to make it seem like they are more sustainable are ethical than they actually are. Less-than-truthful marketing practices aren’t new in any industry, but greenwashing tactics to cover up environmentally destructive business practices is just a surface-level tactic that hurts more than just consumers.
Greenwashing rose to popularity as a way to capitalize on consumers’ growing concern for the environment without actually making any meaningful changes to their business practices. As a result, it can be misleading and can make it difficult for consumers to make informed decisions about the products they purchase. In this post, we will explore what greenwashing is and how you can spot it.
What is Greenwashing?
Greenwashing isn’t always deliberate. Sometimes it even starts from the best intentions. Good on You describes greenwashing as “putting a cherry on top of a cake made of garbage and calling it good” which I think is possibly the most accurate way to describe greenwashing I’ve ever heard.
Essentially, greenwashing refers to the practice of making exaggerated or false claims about the environmental benefits of a product or service. This can take many forms, including using vague or misleading language, making unsubstantiated claims, or simply highlighting one environmentally friendly aspect of a product while ignoring other less eco-friendly aspects.
For example, a company may claim that their product is “all-natural” or “organic,” but fail to disclose that the product is packaged in plastic, which is not biodegradable and can have a significant impact on the environment. Or, a company may market a product as “eco-friendly” or “sustainable,” but fail to provide any evidence to support these claims.
How Can I Spot Greenwashing?
Spotting greenwashing can be challenging, but there are several things you can look for to help you identify misleading or exaggerated environmental claims. Here are some tips to help you spot greenwashing:
Look for Specific Environmental Claims
Be wary of vague or general claims about a product’s environmental benefits. Instead, look for specific claims that can be verified. For example, a product that is certified organic or meets specific environmental standards is more likely to be genuinely eco-friendly than one that simply claims to be “green” or “eco-friendly.”
Check for Third-Party Certifications
Third-party certifications, such as the Forest Stewardship Council (FSC) or the Rainforest Alliance, can provide independent verification of a product’s environmental claims. Look for products that carry these certifications, as they are more likely to be genuinely eco-friendly.
Read the Fine Print
Be sure to read the fine print on a product’s packaging or website. Look for details about the product’s environmental impact, including information on the sourcing of raw materials, the manufacturing process, and the packaging. If this information is not provided or is difficult to find, it may be a sign of greenwashing.
Be Skeptical of Green Marketing Buzzwords
Be wary of green marketing buzzwords, such as “all-natural,” “organic,” or “eco-friendly.” These terms are often used to make a product appear more environmentally friendly than it actually is, and may be misleading.
Consider the Company’s Overall Environmental Record
Consider the company’s overall environmental record when evaluating the environmental claims of its products. Look for information on the company’s sustainability practices, its use of renewable energy, and its overall environmental impact.
It’s not surprising that greenwashing is a common marketing tactic used by companies to make their products appear more environmentally friendly than they actually are. It can be challenging to spot greenwashing, but by looking for specific environmental claims, checking for third-party certifications, reading the fine print, being skeptical of green marketing buzzwords, and considering the company’s overall environmental record, you can make more informed decisions about the products you purchase.
