Hey turtles—can we get real for a minute?
After Eddie’s deep dive into greenwashing, I started noticing it everywhere. Not just on products... but in ads, fashion campaigns, even influencer posts talking about “eco” lifestyles while posing next to SUVs.
It hit me: greenwashing isn’t just a labeling issue—it’s a whole system.
A system that profits off of our good intentions while keeping the status quo cozy and unbothered.
So, let’s zoom out and talk about the bigger picture—and what we can do about it.
When “Eco” Becomes a Trend, Not a Commitment
Ever notice how suddenly everything is “green”? From fast food chains adding plant-based menu items, to fast fashion brands dropping “conscious” collections, to billion-dollar companies planting trees while still dumping emissions like it’s no big deal.
It’s not a coincidence. Sustainability sells now—and marketers know it.
But here’s the thing: if a company is spending more on the eco campaign than on actually cleaning up their supply chain? That’s not sustainability. That’s a strategy.
Why It’s a Problem (Even If the Products Kinda Work)
Greenwashing makes people feel like they’re doing the right thing, without actually changing anything. It tricks us into thinking progress is happening when it isn’t. And worse? It drowns out the smaller brands, nonprofits, and community efforts that are actually doing the work.
And I get it. I’ve bought the leafy packaging. I’ve reposted the “we donated to X trees” stories. I’ve fallen for the feel-good branding.
But now I know better. And I want us all to do better—without feeling ashamed, just empowered.
Let’s Look Beyond the Label
This week, I started asking harder questions. Not just “Is this bottle recyclable?” but:
What’s the company’s overall track record?
Are they transparent about how things are made?
Do their values match their business model, not just their marketing?
Who’s not benefiting from this “green” product? (Workers? Communities? The planet?)
It made my shopping slower, but my choices felt stronger.
The Ripple Effect Starts Here
We can’t change the system overnight—but we can stop feeding it.
By supporting smaller, mission-first brands even if they don’t have the flashiest packaging.
By asking brands hard questions—and expecting real answers.
By learning to say: “This isn’t enough. Try again.”
And when enough of us do that? The system will start to shift.
Challenge of the Week
Pick one brand you love—or love to hate—and dig into their sustainability claims.
Then ask: Is this real change… or just a marketing glow-up?
Post what you find. Share it. Talk about it. Let’s call in progress, not just call out greenwashing.
Let’s go!
Edie 🐢💚