I’ll admit it—before I started digging into this, I thought “greenwashing” just meant companies exaggerating how eco-friendly they are. But it’s way deeper than that. It’s a marketing strategy built to make us feel good while we keep buying things that aren’t actually good for the planet. This week, I dove into what greenwashing really is, how to spot it, and why it matters more than ever.
Let’s unpack this shell game together.
So, What Is Greenwashing?
Greenwashing is when companies make environmental claims that sound great—but are vague, misleading, or downright false. Think of it like painting a dirty product green and hoping no one looks too closely. They’ll say things like “eco-friendly,” “all natural,” or “sustainably sourced” with zero explanation. It looks like progress, but often it’s just a distraction.
The term was coined back in the 1980s, when hotels started asking guests to reuse towels “for the planet” while doing nothing themselves to reduce water waste. It’s still happening today—just with shinier packaging and bigger budgets.
Why Does Greenwashing Work?
Because we want to believe we're doing the right thing.
Most of us genuinely care about the planet. But we also have limited time, energy, and information. So when a product says it’s “green” or “carbon neutral,” we often take it at face value. Greenwashing plays on that trust—and makes it harder to know what’s real.
Red Flags to Watch For
Over the week, I started collecting common greenwashing tactics. Here are a few to watch out for:
Vague Buzzwords:
Words like “natural,” “green,” or “eco-conscious” without any specifics.
What does “natural” even mean in a plastic container?
Pretty Packaging:
Brown paper textures, leaves, and soft green colors that look eco-friendly
but say nothing about the product inside.
No Proof:
Claims like “carbon offset” or “100% recyclable”
with no certifications, links, or data to back them up.
One Good, Many Bads:
A company highlights a single green effort (like using recycled plastic)
while ignoring harmful practices elsewhere.
Misleading Labels:
Fake or self-created “green” badges that mimic real third-party certifications
but mean nothing.
So… Who Can We Trust?
It’s not all doom and gloom. There are brands doing real, measurable good—but they often make it easy to verify their claims. Look for:
Third-party certifications - like USDA Organic, Fair Trade, or B Corp.
Full transparency on sourcing, materials, and environmental impact.
Detailed reporting (not just a flashy “Sustainability” page).
If a company is truly doing the work, they won’t mind showing you how.
Why It Matters
Greenwashing isn’t just annoying—it’s harmful. It lets polluting companies keep polluting, while drowning out the voices of those trying to do better. It makes sustainable living more confusing than it needs to be. And it erodes our trust.
But the more we learn, the harder it becomes for companies to pull one over on us.
What You Can Do
Ask questions.
If a claim feels fuzzy, look deeper—or email the company and ask for details.
Use tools.
Sites like Good on You and Ecolabel Index can help decode certifications.
Support better brands.
Spend where your values are backed with evidence, not empty words.
And if you're ever in doubt, remember... marketing can be loud, but the truth usually lives in the fine print.
Slow and steady,
Eddie 🐢🌿