Ever heard of the 7 sins of greenwashing? If not, you need to keep reading, because as both a business owner and a consumer it is vital that we are aware of ways we can be or can greenwash others, so I’m here today to share with you what the 7 sins are, and how to avoid being greenwashed.
What is greenwashing?
Simply put greenwashing is when a brand or company claims to be doing more for the environment than it actually is. They spend more time and money marketing themselves as an ‘eco’ brand than they do actually making changes to minimize their impact.
The term came about in the 1980s by Jay Westerveld. In an essay, he called out hotels that were claiming to be environmentally friendly by encouraging guests to reuse their towels when in reality, it was really about the hotel cutting costs by not having to do as much laundry. Yet we are still seeing hotels use this method as a “we are doing our bit for the environment” selling point.
How to avoid greenwashing as a consumer?
Brands can be clever, they use tricks in hopes we will fall for their misleading ways. While there are legislations and laws coming into place around greenwashing, (finally!) it is still down to us to do the research so we don’t fall for their traps and think we are doing something good.
But how do we do that? We’ll a great place to start is by being aware of HOW brands greenwash us, so today I am sharing with you the 7 sins of greenwashing
What are the 7 sins of greenwashing?
- Sin of the hidden trade off
The first sin of greenwashing involves making claims about a product’s environmental benefits while ignoring other potentially more concerning environmental impacts.
For Example: Marketing a product as compostable but hidden behind that is the environmental damage caused to create the product in the first place.
- Sin of no proof
Lack of transparency around a company’s environmental claims and/or lack of factual evidence or third-party certifications.
For Example: In 2021 Boohoo released a pair of jeans, labelling them sustainable but there was zero information on how. Even if they had shared this information and that they were created in an ethical and sustainable way, this still would have fallen under the Sin of Hidden Trade-off as they’re still a mass-producing fast fashion brand!
- Sin of vagueness
The third sin of greenwashing involves using vague or meaningless terms to describe a product’s environmental benefits
For Example: Products that claim to be “All Natural” without providing any information about what that means or how it relates to environmental impact. This is too vague and they using it as a marketing tactic to come across as green but in reality, there are plenty of natural things out there that are toxic.
- Sin of irrelevance
This is where products and services make environmental claims that whilst maybe true, simply do not matter.
For Example: Labelling a product as CFC-free, however, CFC has been banned in most countries for years
- Sin of lesser of two evils
When companies develop a more sustainable alternative to their competition and market these alternatives as “good for the environment” but in reality, the product has no environmental benefits, to begin with,
For Example: More fuel-efficient vehicles, when really driving a car is still bad for the environment, or organic cigarettes, they’re still doing harm to your body and the environment when the butts are discarded incorrectly
- Sin of fibbing
When companies develop a more sustainable alternative to their competition and market these alternatives as “good for the environment” but in reality, the product has no environmental benefits, to begin with,
For Example: More fuel-efficient vehicles, when really driving a car is still bad for the environment, or organic cigarettes, they’re still doing harm to your body and the environment when the butts are discarded incorrectly
- Sin of worshipping false labels
Companies rely on customers not being able to tell the difference between an actual environmental certification and a fake one.
For Example: brands make their own “green”, “eco-friendly” or toxin-free labels or certificates that are not recognized by any independent organization or regulatory body.
Greenwashing Buzzwords
Organic
All Natural
Pure
Earth-Friendly
No Nasty Chemicals
Biodegradable
Locally Grown
Green
Made with Recycled Materials
Chemical Free
Compostable
Sustainable
Sustainably Sourced
Waste Free
Eco-Friendly
Conscious
Now this isn’t to say that every product mentioning these words is greenwashing you, but if you see these words and don’t see any (legit) certifications or badges to back up their claims, that is a sign you should ask questions before buying.
As conscious consumers, what it comes down to is we need to do our own research, through sites like Good On You, read a business’s sustainability page, email them directly, and look for legitimate certifications.
