Understanding Greenwashing: How to Spot It and Avoid It

As environmental issue awareness is growing, many businesses are shifting their focus towards a more “sustainable” approach. At first glance, this seems like a positive trend after all, who wouldn’t want to support companies claiming to be “eco-friendly“? Unfortunately, not all “green“ marketing is as genuine as you think. A practice known as greenwashing has become increasingly common, as companies exaggerate or falsely claim that they are environmentally conscious to attract more eco-minded consumers this deceptive tactic undermines the true efforts of environmentally friendly businesses that are trying to make a real impact, and greenwashing practices are making it harder for shoppers to know which brands they can trust.

In this article, we’ll explore what greenwashing is, how to recognise it, and how you as a consumer can avoid falling for it.

What is Greenwashing?

Greenwashing is when a company gives a false impression or provides misleading information about how environmentally friendly their products, services, or overall business practices are. It’s a marketing ploy that is designed to appeal to environmentally conscious consumers without the company actually making any meaningful changes to its environmental impact.

The term itself is a play on the concept of “whitewashing,” which refers to glossing over problems or covering up the truth. Greenwashing is essentially the same thing but in the context of sustainability and environmental responsibility.

Examples of Greenwashing

Greenwashing can take many forms, and it’s not always easy to spot. Here are a few common examples:

• Vague Claims: Phrases like “eco-friendly,” “natural,” or “green” are thrown around but there is no evidence or specific certifications to back them up. These terms are often too broad and unregulated, making it easy for companies to use them without committing to actual environmental practices.
• Selective Disclosure: A company may highlight one environmentally friendly aspect of their product and then ignore other harmful practices. For example, a brand may advertise that its packaging is made from recycled materials but says nothing about the product itself being manufactured using unsustainable resources or unethical labour practices.
• Irrelevant Claims: Some companies might claim that they are eco-conscious in ways that don’t reflect any meaningful environmental improvement for instance, a company might advertise a product as “CFC-free” (chlorofluorocarbon) when CFCs have been banned for decades, yet it can still create the illusion of sustainability.
• False Certifications or Labels: In some cases, businesses might use labels or certifications that are misleading, or they create their own unofficial “green” symbols making products seem more environmentally friendly than they really are.

The Impact of Greenwashing

At first glance, greenwashing may seem totally harmless—just another marketing trick. But in reality, it can have serious consequences. Here’s why it matters:

• Undermines Genuine Efforts: Companies who are truly committed to sustainability may get overshadowed by those who merely pretend to be “green“, and this causes a weakness in the momentum of real environmental progress. Greenwashing makes it harder for consumers to support businesses that are genuinely trying to reduce their environmental footprint.
• Misleads Consumers: Many people want to make more “sustainable” choices, and unfortunately they often trust a companies’ claims at face value. So when a company engages in greenwashing, it is deceiving well-intentioned consumers who believe they’re making responsible purchases.
• Hinders Policy Change: Greenwashing can also delay meaningful change in business practices and government regulations. If a company can get away with pretending to be “green” rather than actually improving its practices, there’s less pressure for real policy change that could benefit the environment.

How to Spot Greenwashing

Thankfully, there are ways to identify greenwashing that ensure you’re making informed choices as a consumer. Here are some tips:

1. Look for Specifics: Be wary of vague, or broad terms like “eco-friendly” or “all-natural.” Instead, look for concrete claims, such as “made from 100% recycled materials” or “produced using renewable energy.” If a brand can’t provide specific details, it’s a red flag.
2. Check for Certifications: Legitimate eco-certifications are backed by independent organisations that verify a company’s environmental claims. Look for well-established certifications like USDA Organic, Fair Trade, B Corp, or the Forest Stewardship Council (FSC). If a product uses a self-created label or an unfamiliar certification, it may not be as “green” as it seems.
3. Research the Brand’s Overall Practices: If a company claims to have one “eco-friendly” product, dig a little deeper. Are their other products also “sustainable”? Does the company have a history of ethical practices, or is this a sudden shift in marketing? A business that only focuses on one “green” initiative may be trying to distract from other unsustainable actions.
4. Look for Transparency: Trustworthy companies will be open about their environmental practices, including the challenges they face and the steps they are taking to improve. Transparency and honesty are key indicators that a brand is genuinely committed to sustainability.
5. Follow the Money: Is the brand spending more money on marketing its sustainability than on actual “sustainable” practices? If a company’s environmental initiatives seem more like a PR campaign than a real effort to make a difference, it could be engaging in greenwashing.

How to Avoid Greenwashed Products

Once you’re able to spot greenwashing, the next step is to make sure your purchases align with your values. Here’s how you can avoid supporting greenwashing practices:

• Support Brands with a Proven Track Record: Look for companies with a history of sustainability and ethical practices. Do some research on their long-term goals and initiatives to see if they are truly committed to reducing their environmental impact.
• Buy Less, Buy Better: One of the best ways to reduce your environmental footprint is to consume less. Instead of buying new, consider repairing or repurposing what you already have. When you do make a purchase, prioritise quality over quantity, choosing durable products that will last longer.
• Read the Fine Print: Marketing materials can be misleading, so take some time and read product labels carefully. Look for verifiable information, and don’t be afraid to ask questions if something seems unclear.

Conclusion: Choose Wisely, Shop Mindfully

Greenwashing is a growing problem in today’s market, but with the right tools, consumers can cut through the noise and make informed decisions. By learning to spot misleading claims and supporting brands that are genuinely committed to sustainability, we can collectively push the market towards sustainability, and a more transparent future. Shopping mindfully isn’t just about making sustainability choices—it’s about holding companies accountable for the promises they make.

FURTHER READING:

Environmental Sciences Europe
This open-access article categorises greenwashing into two distinct forms: firm-level and product-level, each expressed through executional or claim-based tactics. It’s especially helpful for understanding how companies construct misleading sustainability narratives across different sectors.
Read the article

Greenwashing in the Era of Sustainability: A Systematic Literature Review

Corporate Governance and Sustainability Review
This paper explores greenwashing through socio-cultural and regulatory lenses, offering critical perspectives on how symbolic marketing undermines genuine sustainability efforts.
Read the article

How Greenwashing Affects the Bottom Line

Harvard Business Review
This article focuses on consumer trust, showing how exaggerated sustainability claims can backfire—damaging brand reputation and eroding customer loyalty. It’s a clear, accessible resource for understanding the emotional and economic impact of greenwashing.
Read the article

#Sustainability #Greenwashing

References:

Websites:

USDA

Fairtrade

BCorp

Forest Stewardship Council (FSC)