The Naked Truth About Greenwashing
In a world where “sustainability” is becoming a buzzword, it’s increasingly important to differentiate between brands genuinely committed to eco-friendly practices and those simply jumping on the “green“ bandwagon for marketing purposes. Enter greenwashing, the art of making products seem more environmentally friendly than they really are.
But don’t worry! In this guide, we’ll share six savvy ways to spot greenwashing and make sure you’re making eco-conscious choices that truly align with your values.
1. Look at the Fine Print
One of the most effective ways to spot greenwashing is by delving into the details. Scrutinize the product’s packaging, website, or marketing materials for specific claims. If a company boasts about its product being “green,” “natural,” or “eco-friendly” without providing any substantiated evidence or certifications, it’s a major red flag. Look for the fabric contents and recognized labels, like USDA Organic, Fair Trade, or Energy Star, to back up their claims.
2. Examine the Ingredient List
Greenwashing can extend to the ingredients and materials used in a product. Check the ingredient list for any potentially harmful or unsustainable components. If a Blazer is marked recycled polyester as the fabric composition. It’s good that the material was recycled but Polyester is notoriously one of the most polluting fabrics and most commonly used synthetic in the market, made from petroleum. Familiarize yourself with eco-friendly ingredients vs synthetic ones and know what to watch out for.
One example we commonly see…
Brand – Free People | Product Example: “We The Free Miller Vegan Jacket”
While this jacket is cruelty-free and doesn’t use animal-derived materials like fur or leather, it’s essential to note that it’s constructed from Polyurethane (PU), a synthetic plastic derived from petroleum. Labelling it as ‘vegan’ may lead consumers to believe it’s a superior and environmentally friendly alternative to leather. However, for true sustainability, we should consider materials sourced from natural, renewable sources such as mushrooms, pineapple, apples, cactus, grapes, and more!
Photo | Free People
A truly vegan and more sustainable alternative…
Brand – Angels Ambition | Product Example: “Pinatex Vegan Leather Jacket”
Photo Credit | Goodonyou
3. Investigate their Third-Party Certifications
One way to cut through the greenwashing noise is to rely on third-party certifications. Trustworthy organizations like the Forest Stewardship Council (FSC), or Global Organic Textile Standard (GOTS), can validate a product’s sustainability claims. If a product doesn’t have these endorsements, it’s a sign to be skeptical and look a little deeper.
Photo Credit | The Considerate Consumer
4. Analyze the Packaging
Sustainable products sometimes come with sustainable packaging or they should! Companies committed to eco-conscious practices that go the extra mile to minimize packaging waste, use recyclable materials, or opt for minimalistic designs. If a product has an excessive amount of unnecessary packaging or uses misleading imagery (like lush forests on plastic bottles), greenwashing might be at play here. Look for packaging that is recycled, FSC, or a USDA certified bio-based product.
Photo Credit | Noissue
5. Beware of Jargon
Greenwashing often relies on clever marketing jargon to create the illusion of sustainability. Phrases like “chemical-free” (when everything is made of chemicals) or “all-natural” (even arsenic is natural) can be deceptive. Look for precise and transparent language instead. Trust brands that provide concrete information about their products and how its made.
6. Dig Deeper in the Company’s Overall Practices
Spotting greenwashing isn’t just about individual products; it also involves assessing a brand’s overall commitment to sustainability. Research a company’s history, its environmental initiatives, and whether it engages in social responsibility. Genuine sustainable brands often have transparency in their operations and genuine efforts to reduce their environmental footprint.
In a world where conscious shopping is on the rise, spotting greenwashing is essential to making truly sustainable choices. By following these six guidelines, you’ll become a more informed shopper who can see beyond misleading claims. Remember, responsible brands are transparent, backed by certifications, and genuinely committed to making a positive impact on the planet. Your choices matter, so stay vigilant and continue to support those who uphold true sustainability.
Happy, eco-conscious shopping!
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xx
Laura