What is Greenwashing, and How to Spot It?

Greenwashing is not a novel concept. In 1986, the environmentalist writer Jay Westerveld wrote an essay that criticizes the “save the towel” movement in hotels under the guise of ‘protecting the environment’. According to Westerveld, the primary intent of the hotels was to save money in laundry costs rather than genuinely protecting the environment. This was the first time that the term “greenwashing” was coined.

Since the 1990s, large companies have been engaging in greenwashing on a wide scale. Now, companies are greenwashing in a much more sophisticated way, using the power of social media and digital advertising.

Because deceptive messages on protecting the environment can really harm sustainable work models. True environmentally responsible brands are being overshadowed by the manipulative strategies and actual eco-friendly products lose reliability. Moreover, consumers unknowingly support products that harm the environment. The purpose of this deception is to ease consumers’ conscience and mislead purchasing decisions.

There are several forms of greenwashing. Here are some:

1. Vague and Misleading Claims: Some brands throw around words with no clear meaning, such as ‘natural’, ‘green’, ‘eco-friendly’ and mislead consumers. For example, a third-party certification is required to understand whether or not an ‘eco-friendly’ product is actually sustainable. However, so many brands use these words based on no actual scientific data.

2. Selective Disclosure: Some companies highlight the environmentally friendly aspects of their products while ignoring their damage to the environment. For example, single-use plastic bottles are claimed to be "recyclable" but the fact that their recycling rates are low is never mentioned.

3. False or Unnecessary Certifications: Fake green labels that are not validated by third-party institutions are frequently used to mislead consumers. Claims like “organic” or “carbon neutral” can be deceiving unless they have an actual auditing process.

4. Visual Manipulations: Product packaging using green colors and visuals associated with nature, such as leaves, creates a perception that the brand is environmentally friendly. However, the contents of the packaging may not have any actual contribution related to sustainability.

Greenwashing is a tactic based on misleading consumers through marketing strategies, individuals as well as companies should raise awareness on the issue.

Why? Because misleading messages related to the environment erodes consumer trust in actual environmentally responsible products. Although greenwashing may offer companies immediate benefits, it poses a significant risk of eroding consumer trust over time.

Consumers should exercise greater caution regarding misleading environmental claims, while companies ought to adopt genuine sustainable practices. So, how to achieve this?

Consumers hold the greatest power in making conscious purchasing decisions. Spotting greenwashing and promoting genuine eco-friendly products can steer companies towards more responsible production processes. Here are some tactics for consumers:

1. Scrutinize the Labels and Packaging Critically

• Not every product that says "natural", "green", or "eco" on the label is genuinely environmentally friendly. Such terms can be used without being based on any legislation.

• Check out the ingredients of the product or what it is made of, and which processes it goes through.

• Try to find out how much of a package that says recyclable is actually recycled.

2. Look for Third-Party Certificates

Genuinely sustainable products are certified by third-party verifiers. However, since fake or unnecessary certificates are also common, it is important to look for reliable sources. For example:

• EU Ecolabel.

• Fair Trade: Fair trade certification.​

• Leaping Bunny: A certification proving that the product was not tested on animals.

If a certification is used on the packaging of a product, check online to see whether it was really issued by a third-party verifier.

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3. Read Sustainability Reports of Companies

Genuinely green brands share their sustainability reports publicly as part of their transparency policies. Greenwashing companies, on the other hand, give vague and incomplete information. For example, if a brand claims to be “carbon neutral,” then they must provide detail on how they reduced their carbon footprint. Unless a company explain the process transparently, they may be greenwashing.

4. Check Out Third-Party Assessments

Independent NGOs and research centers assess whether or not companies are green. For example:

• Greenpeace: A third-party organization that analyzes and reports on environmental impacts of companies.

• Environmental Working Group (EWG): A group that analyzes the chemical contents and environmental impacts of products.

• Carbon Disclosure Project (CDP): The project encourages companies to report their carbon footprints and their activities in tackling climate change.

The analyses of such organizations provide insight into whether a brand is truly sustainable.

5. Research the History of Companies and News on the Media

Looking into the history of major corporations is crucial for assessing their adherence to environmental commitments. It is not realistic to anticipate that a company with a track record of major environmental scandals will suddenly become "sustainable." A more comprehensive perspective can be obtained by reviewing the news articles related to the company in the media.

Sustainability is no longer a choice but a necessity. However, it is necessary to adopt genuinely green policies without deceiving consumers. Here are some suggestions for companies to turn to sustainability without greenwashing:

1. Reinforce Transparency Policies

• Organizations should transparently disclose their manufacturing processes, carbon footprints, water consumption, and recycling statistics.

• Brands that disclose genuine sustainability information build consumer trust.

• Rather than solely concentrating on the favorable features, it is vital to also disclose the drawbacks and future targets.

2. Reduce Carbon Footprint with Concrete Measures

• The utilization of renewable energy in production processes should be enhanced.

• Sustainable materials should be preferred.

3. Develop Genuinely Green Products

• Packaging should be entirely recyclable and biodegradable.

• Raw materials used to manufacture products should be supplied by sustainable resources.

• The entire supply chain should be inspected, and environmental impacts should be minimized.

4. Undergo Independent Audits Related to Sustainability

• Certificates and reports issued by third-party environmental organizations endorse consumer trust.

• Sustainability reports should be revised and audited regularly by third-party organizations.

5. Use Realistic and Data-Based Marketing Strategies

• Avoid ambiguous statements that may mislead consumers.

• Sustainable features of products should be based on scientific data.

• Marketing campaigns should include concrete data instead of exaggerated environmental statements.

Greenwashing prevents consumers from making conscious choices and harms the concept of sustainability. Therefore, consumers as well as companies should assume responsibility.

Consumers should research whether products are genuinely green and be aware of the misleading marketing tactics. Companies, on the other hand, should develop long-term sustainable policies and be transparent rather than acting with short-term profit concerns. Governments and regulatory bodies should implement more rigorous audits and impose stricter penalties for greenwashing.

True sustainability can only be achieved by taking concrete steps, not just through marketing. Only through these means can we achieve genuine environmental benefits and avoid the damage of greenwashing.