The Calculated Art of Greenwashing
Have you ever looked at an eco-friendly brand and wondered if they were actually sustainable? There are times when a company can mean well! However, our suspicions can become correct once we dive into research on a company’s motives, especially regarding larger corporations. When a business tries to make a product, line, or the entire company itself seem more sustainable than it actually is, this is greenwashing.
You may have heard the term before on social media; I know I first heard about it from eco-conscious content creators. Additionally, I learned even more about greenwashing from my interview with content creator Megan McSherry back in November, and have been researching the signs of greenwashing since then. Businesses tend to greenwash to make more money, as sustainability is seen as “trendy” in the present day. Additionally, they might greenwash to cover up unsustainable practices. Let’s look at a few examples.
We often think of greenwashing on a corporate scale. Think of a Poland Spring or Fiji plastic water bottle. Images of clear, blue water surrounded by green foliage or palm trees are seen on these bottles. However think about the product itself -- plastic water bottles sold in the billions, occupying landfills and never decomposing. The serene water depictions are used as a distraction, as people buy these bottles as a means of drinking pure water. While this water is clean, it is in no way clean for the planet. In fact, if plastic bottles continue to be sold in the way they are, the pictures on them would be no more than a fantasy.
Greenwashing has been prevalent within clothing companies too. Fast fashion companies have been coming out with “sustainable” collections that preach eco-consciousness. These companies have been criticized for putting out collections that are trendy and designed to go out of season within months, when the backbone of the sustainable fashion movement is to purchase or make pieces that you will have in your closet for a long period of time. Additionally, these large companies are contributing to greenhouse gas emissions on an excessive scale with the clothing’s production.
Look out for cleaning products that claim they are “non-toxic.” There have been multiple lawsuits involving companies that produce these claims, even if they do contain toxic chemicals. Simple Green and Method Household Cleaning Products have been involved in such cases. Does this mean you should stop buying the products if you enjoy using them? Nope! But if you are looking to support companies that are 100% transparent in their practices, it might be worth it to make the switch.
As with any company, you must do research. Is there proof that the clothing is made out of recycled materials? Do they practice ethical work practices and pay their workers a living wage? Is this certification legitimate?
So how do you look out for greenwashing? Your gut feeling is usually the right one. However, there are a couple of things to look out for in order to be the most eco-conscious shopper you can be.
Imagery. This is one of the most obvious ones to look out for. Like the plastic water bottles, companies rely on green imagery to give an eco-friendly facade. Another example of this is non-EV car commercials where cars are seen driving through a forest or green oasis.
Vagueness. Sometimes, products say “eco-friendly” or “environmentally-friendly” when there is no evidence otherwise. When products don’t specify how they are sustainable, they are probably just using buzzwords. Often with online products, websites will have a section on sustainability if they actually practice it! Other buzzwords are “non-toxic” and “organic”
Lack of Proof. Piggybacking off of vagueness, some companies claim they are “eco-friendly” but have no verification to back it up, or refuse to verify when asked. Usually, sustainable companies are transparent with their practices.
Irreverent Claims. Sometimes, products claim to lack something harmful when they were never harmful in the first place. While these products can be sustainable, they fall into the greenwashing category because they are using such claims to lead you to spend money and buy a product you don’t need. For example, CFCs (Chlorofluorocarbons) have been outlawed in many products -- something that claims to be “CFC-free” is doing so to grab attention so you buy that product.
Looking out for greenwashing can seem daunting, but the Internet can be a super helpful tool in figuring out if a brand is tricking you. Chances are that someone has written a review or article on a certain brand, especially with the increase of sustainability bloggers. If you’re willing to put in the work, keeping an eye out will be easy in no time! ◆