With more consumers prioritising sustainability when making purchasing decisions, more brands are positioning themselves and their products as sustainable. The issue is many of these companies are bending the truth, appearing greener than they actually are. This is greenwashing - using unsubstantiated claims to deceive consumers into believing that a company's products are environmentally friendly.
When companies use words like "eco" or "sustainable" or use green packaging without providing evidence that supports why they're products are more eco-friendly they're greenwashing. They need to provide clear evidence that backs their claims.
That's the first sign to spotting greenwashing...
1) Claims without evidence
If a company says they're "green" or "sustainable" look for evidence to back up these unsubstantiated claims. These terms don't mean anything unless they use evidence, such as findings from a report.
2) Oil & gas backed PR campaigns
The oil and gas industry is an expert on greenwashing. They've successfully convinced consumers that plastic recycling is the answer to plastic overproduction (despite only about 7-10% of all plastic ever created actually being recycled) and that consumers should be concerned about their carbon footprint (despite their very large one). Recently, they've backed carbon capture technology that has failed to deliver on its promises during trials.
3) Fast fashion sustainability claims
Fast fashion brands have caught on that consumers want more sustainable purchasing options. Fast fashion giants have released 'conscious collections', partnered with influencers, and touted organic cotton and recycled fabrics. However, a Changing Markets Foundation's 2021 report found that 60% of overall sustainability claims from fast fashion brands were misleading.
These are just some of the red flags to look out for when trying to determine whether a brand is actually green, or they're greenwashing. If something sounds too good to be true, it usually is. Remember to do your research, look at their website and other credited sites to try and prove any statements or figures they share.
Thank you to @thesustainableboheme for working with me on this blog post! You can share your thoughts and tips for spotting greenwashing on this post on our Instagram.
And check out a previous blog post I wrote on greenwashing and some of my favourite sustainable brands that you can trust. Read it here!