Greenwashing: the rising marketing technique of making a company or product appear more ecologically friendly than it actually is, with the goal of making a product more appealing to consumers.
Businesses use a variety of tactics to achieve this; for instance using misleading labels like eco-friendly, which don’t have a clear definition, or being vague when describing the materials they use or how they make a product.
Companies take a minor or minimum regulatory standard and highlight that in a product as a “major achievement” for said product. For example, a company could make a product from recycled material, yet the factory that it’s being made in releases toxic chemicals into the environment. The company’s goal is to create a false sense of security with this product so you, the consumer, don’t feel guilt at buying the product.
The problem with greenwashing is that it’s not actually helping, and it hinders real progress from being made. With labels like “eco-friendly” and “green,” it can be hard for consumers to distinguish products that are actually eco-friendly from ones that are greenwashed. In order to address greenwashing and other environmental issues in the sector, the Paris Agreement was initiated in 2015. The agreement is a legally binding contract that is helping reduce greenhouse emissions to net zero.
But what can we do?
Everyone can help hold brands accountable. A consumer can begin by doing research on a brand, asking questions such as if the product is made of recycled materials. Regarding the supply chain: is the brand open and honest? How do they deal with waste? What proactive steps are they taking to lower greenhouse gas emissions?
If a brand has obscure language like “green” or “ecofriendly” without supplying any more information to support their sustainability, you can research or ask the brand directly, such as emailing them about what practices they are using to make their brand sustainable or ecofriendly. For a product to be considered genuine with its claim, it should have measurable information like “made from 100% recycled materials.”
Now thinking about how a consumer can stop their intake of products after doing research, think about whether you need this product or if it is a trend and will end up at a thrift store in a couple of months. So next time you go to purchase a product, reflect about what went into making this product and what the full life cycle of this product will be.