As I build Soft Source, a sustainable materials directory rooted in care and accountability, I’ve encountered more greenwashing than I expected. Greenwashing is the practice of making a product or company appear environmentally responsible without meaningful action to support that claim. It often involves vague language, nature-inspired imagery, or unverified buzzwords like “eco-friendly” or “sustainable”—used to boost sales rather than uphold values.

This discovery has led me to question not only the claims I encounter, but also the broader culture of sustainability advocacy. When care becomes a marketing tool, it risks losing its substance. I’m sharing this reflection to raise gentle awareness: that sustainability must be traceable, transparent, and emotionally honest. The need for change is real—and it begins with quiet discernment, clearer standards, and a refusal to accept performance in place of truth.

But it’s not just false choice—it’s false representation. Companies present their products as “sustainable”, yet offer no evidence. Supermarkets still package fruit and vegetables in single-use plastic. Politicians speak of climate action while approving new oil and gas projects. These contradictions make it harder for individuals to act with integrity, and harder still to trust the systems around us.

I often feel like a fraud for not being able to afford the very products I advocate for. I make compromises—buying what’s available, what’s affordable—even when I know it’s not the most “sustainable” option. That doesn’t make me a hypocrite. It makes me part of a system that hasn’t made sustainability accessible.

This post isn’t about blame. It’s about naming the tension: between values and affordability, between advocacy and infrastructure, between truth and representation. I believe sustainability should be a right, not a luxury. And I share this reflection to raise gentle awareness—not just of greenwashing, but of the deeper need for change.