Greenwashing is a popular method of false advertisement of sustainable practices of companies’ products, services, or overall operations. The aim is to appear more “eco-friendly” than they indeed are.
Greenwashing presents itself in various forms. Here are some common examples:
- Misleading labels
Loud words such as “green”, “all-natural”, or “eco-friendly” do not have any weight without proper evidence or certification. Specific environmental claims like “compostable”, “plastic-free”, “recyclable”, etc., must be supported by scientific evidence or third-party verification and should be made available for consumer reference.
Example: “100% Natural” on Huggies Pure Baby Wipes
Huggies once marketed their Pure Baby Wipes as containing “99% water” and being “100% natural”.
However, investigations and independent testing revealed:
- The wipes contained plastic fibres (polyester), making them non-biodegradable and harmful to the environment.
- The term “100% natural” referred only to the liquid formula, not the wipe material itself.
- Hidden trade-offs
Campaigns that highlight a single sustainable practice while hiding other more harmful impacts of the product.
Example: Paper Packaging for Liquid Detergents
Some laundry detergent brands advertise switching from plastic to paper-based bottles as a big eco-friendly move.
The label might say: “Plastic-free! 100% recyclable paper bottle!”
But here’s the hidden trade-off:
- These paper bottles often have a thin plastic lining to hold the liquid; the lining is hard to recycle since most recycling facilities can’t separate the two materials.
- The carbon footprint of paper production can be higher than that of lightweight plastic bottles, especially if the paper isn’t made from recycled or sustainably sourced material.
- It still contains chemical-heavy detergent, which might pollute water systems.
- Environmental imagery and branding
Companies often use green letters and imagery associated with nature to create a connection with environmental friendliness.
Example: Eco-friendly motor oil
A bottle of motor oil with a picture of a green leaf, a waterfall, and a clear blue sky on the label. The packaging might also use earthy tones like brown and green, with a slogan like “Nature’s Formula” or “Eco-Performance.”
But when you look at the product itself, it’s a standard petroleum-based motor oil with no significant environmental benefits, carbon offset, or sustainable packaging.
- Irrelevant claims
Sometimes, truthful claims are made to make the product sound more environmentally friendly. However, some of this information might be useless or outdated.
Example: CFC-free aerosols
Chlorofluorocarbons (CFCs) were banned decades ago by international law (like the Montreal Protocol). Claiming a product is “CFC-free” makes it sound environmentally friendly, but every similar product is also CFC-free by law. It’s not a special feature.
- False certifications and endorsements
Often, companies create their own sustainable labels and push the agenda on clueless customers.
Example: H&M “Conscious”
H&M created their own “Conscious” label, but the company didn’t clearly explain what made an item “conscious”.
- Sometimes, it just meant one component (like buttons or thread) was recycled, while the rest of the product wasn’t.
- Even if the materials were slightly more sustainable, it was a tiny fraction of their overall production. H&M still mass-produces billions of garments every year — a model that inherently contradicts environmental responsibility.
Greenwashing is a deceptive marketing tactic that makes products or companies seem more environmentally friendly than they are. From vague labels like “100% natural” to irrelevant claims and misleading imagery, it can be hard for consumers to tell what’s truly sustainable. Being aware of these tactics helps us make more informed choices and hold companies accountable for their environmental impact.
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