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.