How to Spot Greenwashing and Avoid Misleading Claims
Chances are, you’ve asked yourself whether a product’s “eco-friendly” messaging is genuine or if it’s an example of greenwashing. With so many products promoting themselves as better for the planet, it can be difficult to know which claims are real. Greenwashing has become a widespread concern because misleading messaging can deceive consumers and delay real climate action. Learning what it is and how it works is the first step to making more informed decisions.
Defining Greenwashing
Greenwashing is the act of making a product or company appear to be doing more to protect the environment than it really is. These deceptive marketing claims create confusion for consumers and undermine trust in genuinely sustainable products and practices. They also carry ethical and legal risks for companies, which is why clear, accurate, and verifiable communication is becoming increasingly important today.
Why is Greenwashing Happening?
Companies feel the need to highlight environmental impacts because it makes financial sense. As consumers become more concerned with climate change and living more sustainably, they are looking for products that align with their values. Studies have shown that consumers want to select the more environmentally friendly option, and some consumers are even willing to pay the price premium for it.
Recognizing this trend, businesses are taking advantage of this opportunity by focusing their marketing campaigns on sustainability efforts. The problem is that many claims are unsubstantiated, which is deceptive and only makes it more difficult for consumers to evaluate which products truly are making efforts to reduce their environmental impacts.
Sustainability claims must be backed by real action. Using buzzwords is not enough, and companies must actually explain how they are protecting the environment. Of course, this becomes challenging as companies only have a few words on a small label to work with, and longer explanations can overwhelm consumers if they’re filled with technical jargon.
In a time where we are even seeing “greenhushing,” a term used to describe the lack of attention companies are giving their initiatives to protect the environment out of fear of being labelled as greenwashing, it’s valuable to recognize that communicating sustainability efforts should come from an honest perspective. Being able to acknowledge what you are doing, but also where you are falling short, and how you hope to improve is a breath of fresh air for consumers.
How to Spot It as a Consumer
Here are 4 common greenwashing practices you can look out for when making a purchase:
Vague Language
Irrelevant Claims
Selective Storytelling and Hidden Trade-Offs
Misleading Visuals or Branding
Vague Language: Look out for products or services that use terms like “natural,” “eco-friendly,” or “green” without any proof or going into greater detail about the specific benefits of their product. Because there is little to no regulation around words like these, brands can use them freely, even when their products or practices are not truly more sustainable.
Irrelevant Claims: Some products feature labels like “CFC free” to appear environmentally friendly, even though CFCs have been banned for decades and all products already meet this standard. It’s similar to the way some snack foods proudly advertise themselves as “fat free,” even though they’re packed with sugar or additives that aren’t any better for you when you check the nutrition facts. Many consumers may not realize a claim is irrelevant because it requires background knowledge of sustainability practices and regulations. A simple way to stay skeptical is to notice when a label highlights seemingly unrelated features or over-emphasizes small details while ignoring bigger environmental issues.
Selective Storytelling and Hidden Trade-Offs: While companies are quick to highlight how their products may be greener than a competitor’s, most brands are not nearly as transparent about the negative aspects of their operations. For example, a product’s sustainable packaging might be highlighted, making the consumer think it’s more sustainable than comparable products, when in reality that single feature is being used to mask a larger pattern of environmental harm throughout the company’s operations. This selective storytelling can create an illusion of environmental responsibility that ultimately keeps genuine sustainable progress out of reach.
Some companies only highlight the positive environmental aspects of their product and avoid talking about negative externalities.
Misleading Visuals or Branding: Some companies don’t make sustainability claims at all, yet still try to formulate a “green” perception through their look or branding. This type of greenwashing relies entirely on suggestion rather than marketing statements. Examples include packaging with green tones, leaves, and nature imagery or product names using words like “pure” or “green” despite having no environmental benefits. These cues shape your perception of the products without making any changes to their sustainability practices. The easiest way to see past this tactic is to ignore a company’s aesthetic and look for concrete details that transparently explain the company’s practices, production processes, or certifications.
How to Avoid It as a Business
Avoiding greenwashing starts and ends with transparency. If your company is making environmental progress, you should share that, but focus on sharing clear, specific information instead of broad claims or trendy language. Customers want to understand the real steps you’re taking, even if it is less “glamorous” or a work in progress.
Be honest about your limitations. Not every initiative will be perfect, and saying so builds much more trust than pretending your efforts are further along than they really are. Acknowledging where improvements are still needed shows that your organization is taking sustainability seriously and is focused on making long-term improvements.
Support your claims with data whenever possible. Even simple metrics or brief explanations can go a long way in helping consumers understand the specific impact of your actions. If you use certifications, make sure they are credible and relevant, and don’t shy away from explaining what they mean in more straightforward language.
Greenwashing may be common, but so is the desire for real sustainable progress. By asking questions, sharing accurate information, and committing to transparency in all endeavors, we can push the market towards solutions that make a difference.