Your Essential Guide to Greenwashing Recognising and Avoiding It

Greenwashing is like the sneaky chameleon of the marketing world, a phenomenon increasingly recognized and scrutinised on a global scale. It’s when companies try to convince you that their products are eco-friendly superheroes when, in reality, they might just be ordinary, or even villains when it comes to the environment. 

Philippa Grogan, Senior Sustainability Strategist at Eco-age defines it aptly: “Greenwashing is when businesses deploy marketing tactics to appear more sustainable/responsible than they are in reality. It’s a growing concern, identified as a key focus by market regulators and policymakers. It leads to consumer confusion, making it difficult to distinguish sustainability fact from fiction, and includes tactics like meaningless targets, suggestive colour pallets, and vague terminology. Greenwashing fosters unfair competition, derails progress, and enables bad actors to continue in a self-governed, business-as-usual echo chamber.”

Imagine this: you’re strolling through the supermarket, and you see a product that proudly proclaims it’s “green” or “natural.” That’s a classic greenwashing tactic. It’s like slapping a green label on something and hoping you won’t look past the surface. These are the kind of tactics Grogan warns about, where businesses use clever marketing to mask their true environmental impact.

But greenwashing isn’t always that obvious. Sometimes, it sneaks in with vague claims and buzzwords that sound great but mean nothing when you dig deeper. For instance, how often have you seen products shouting “eco-friendly” or “all-natural” without any evidence to back it up?

One clever greenwashing trick is when a company highlights one “green” feature while conveniently ignoring other crucial environmental issues. It’s like saying, “Look, we use recycled paper for our packaging,” but then overlooking the fact that their manufacturing process is spewing toxic fumes into the air.

To avoid falling for these greenwashing tactics, you’ve got to be a bit of an environmental detective. Here’s how you can play Sherlock Holmes with your shopping, as inspired by Philippa Grogan’s insights:

Look for Certifications: Think of certifications like the superhero badges of the eco-world. Organisations like the Forest Stewardship Council (FSC) and the Rainforest Alliance are like the trusted sidekicks that independently verify whether a product or service is as green as it claims to be. Keep an eye out for these badges of honour.

Do Your Research: Before you swipe your credit card, do some sleuthing on the company. Check out their website, social media pages, and any other online sources for information about their environmental practices. Grogan advises checking the facts and looking at reporting to cut through the noise.

Be Sceptical of Vague Claims: When you see those fuzzy terms like “eco-friendly” or “all-natural,” don’t be too quick to believe the hype. These are like marketing mirages, promising an oasis of environmental goodness, but often leading to a desert of deceit. Grogan suggests being wary of vague wording and recognizing that terms like ‘green’ and ‘eco-friendly’ are largely meaningless.

Check the Ingredients: Ingredients lists aren’t just for your favourite snack – they’re also essential for checking the environmental footprint. Look for any nasty chemicals or substances that could spell trouble for Mother Earth. If you spot any red flags, it might be time to reconsider your purchase.

Consider the Packaging: The outer attire of your product matters too. Packaging can have a big impact on the environment. Keep an eye out for products with minimal packaging or those wrapped up in materials that have been given a second chance at life through recycling.

So next time you’re shopping, be on the lookout for those eco-heroes that truly live up to their claims. And remember, as Grogan emphasises, “never underestimate the power of social media to publicly call out underperforming companies.”

If you want to find out more about Eco-Age’s work you can find out more HERE