Climate change is no longer a distant threat — it’s already impacting our world, causing extreme weather events like droughts, heat waves, wildfires, and floods. In response, consumers are becoming increasingly aware of brands’ environmental impact.
However, not all companies play fair. Some use deceptive tactics to appear sustainable when they’re not — an act known as greenwashing.
Join us as we explore the many forms of greenwashing, why it’s so damaging, and, most importantly, how to identify and challenge it. Together, we’ll uncover the truth behind misleading marketing strategies, empowering you to make genuinely sustainable choices.
What is greenwashing?
Greenwashing is when a company misleads consumers with false claims about its green practices. It creates an illusion of sustainability, tricking well-meaning consumers into thinking they’re making eco-friendly choices when, in reality, they’re not.
The term combines ‘green’, symbolising the environment, with ‘whitewashing’, which means concealing unpleasant truths.
Types of greenwashing
Greenwashing takes many forms, making it difficult for consumers to differentiate between genuine sustainability efforts and deceptive practices. Here’s a look at the most common types. The tactics often overlap, and brands frequently combine them to create a more convincing façade.
Green imagery
Marketers use visuals, like images of trees, the planet, and the colour green, to create the illusion of sustainability and appeal to environmentally conscious consumers.
No proof
Advertisers make bold environmental claims without evidence to support them. This typically includes fake certifications, vague statements, or unverifiable data. Without proof, these claims are empty promises designed to mislead consumers and exploit their desire for sustainability.
Volkswagen provided a prime example of this type of greenwashing. In 2008, the company launched a massive U.S. marketing campaign proudly promoting its cars as low-emission vehicles. However, in 2015, the Environmental Protection Agency (EPA) found that Volkswagen had cheated on its emissions tests. In reality, the German car giant’s engines emitted nitrous oxide pollutants at levels up to 40 times the legal limit in the U.S.
Irrelevant claims
Most companies use eco-friendly buzzwords in their marketing. Some brands support their claims with evidence and sustainable practices, while others greenwash by promoting products or initiatives that fall short of their environmental promises.
Consumers must scrutinise eco claims in detail and look for trustworthy third-party certifications or company transparency.
Common buzzwords include:
- natural
- sustainable
- green
- eco-friendly
- compostable
- vegan
- recyclable
- reusable
- biodegradable
- refillable
- bioplastic
- plant-based
- carbon-neutral
- carbon offset
- organic.
Superficial sustainability efforts
Superficial sustainability efforts are just for show. For example, a takeaway business might shout about its switch to paper straws while continuing to use lots of single-use plastics and operating diesel delivery vehicles. Such actions prioritise appearance over a genuine commitment to sustainability.
Why do companies greenwash?
As the climate crisis worsens, consumers are becoming more eco-conscious. They seek environmentally responsible retailers for everything from toiletries to travel, swimwear, and toys. Businesses see the growing demand for sustainability and know a green image can attract customers and boost profits.
However, not all companies are willing to invest in genuine eco-friendly practices. For some, the goal is to maximise profits at any cost, including deceiving customers through greenwashing.
By fabricating or exaggerating their green credentials, these companies exploit consumer goodwill to gain a competitive edge — prioritising short-term gains over long-term sustainability.
Why is greenwashing a problem?
Greenwashing is a growing issue, with cases increasing by 35% in 2022 alone. The financial and banking sectors saw the most cases, with a staggering 70% rise that year. The oil and gas industries were close behind. But why is greenwashing such a significant problem? Let’s break it down.
Erosion of consumer trust
When a company is exposed for greenwashing, its reputation is damaged. Customers won’t trust future sustainability claims —they’ll switch to more transparent and trustworthy brands. This mistrust can ripple across industries, making it harder for genuinely sustainable companies to gain credibility.
Lack of genuine progress
Greenwashing distracts from real solutions. When companies prioritise profit over genuine eco action, they undermine proper eco-friendly initiatives and stall progress in tackling the climate crisis.
Environmental consequences
Misleading consumers into buying non-sustainable products redirects their spending away from truly sustainable alternatives. As a result, fewer resources go to products and companies that genuinely benefit the environment.
How to spot greenwashing
To determine if a company is greenwashing, start by evaluating its transparency. While it may use trendy environmental buzzwords, are its claims clear, specific, and measurable? Does the company provide verifiable data or evidence to support these claims? Transparency and accountability are key indicators of genuine sustainability efforts.
Check for credible certifications like:
- The FAIRTRADE Mark
- B Corp certification
- The Rainforest Alliance certification seal
- The OEKO-TEX label
- The Forest Stewardship Council (FSC) label
- The Global Organic Textile Standard (GOTS) logo.
93% of UK shoppers know the FAIRTRADE Mark, and 83% trust it when deciding whether a product is ethical.
If certifications are absent or claims seem vague, dive deeper. Explore the company’s website, social media, and reviews. These sources often reveal how it operates and if its actions match its marketing.
How to combat greenwashing
Greenwashing won’t disappear soon, but you can take meaningful steps to reduce it.
Consumer responsibility
You’ve begun your journey by learning about greenwashing.
- Educate yourself: Learn to spot greenwashing and distinguish real sustainability efforts.
- Spend wisely: Support ethical companies with proven, transparent sustainability commitments. Spending with these businesses helps the environment and encourages better industry standards.
Corporate accountability
Consumers hold power through their purchases, which can influence businesses to adopt truly eco-friendly policies.
- Vote with your wallet: Supporting businesses prioritising sustainability encourages others to follow suit.
- Advocate for change: Demand more transparency in marketing claims and engage with companies through feedback, reviews, or social media.
Policy changes
Regulation plays a critical role in combating greenwashing.
- Push for stricter laws: Advocate for stronger regulations that require companies to prove their environmental claims.
- Enforce accountability: Policies that punish misleading marketing will deter greenwashing and encourage companies to adopt meaningful, eco-friendly initiatives.
