WHAT IS GREENWASHING?
Greenwashing is the practice of falsifying or overstating the green credentials of a product, service or brand.
It tricks us into believing change is happening, when in reality it is not.
Greenwashing occurs when companies or brands spend more time and money on MARKETING themselves as being sustainable than on ACTUALLY minimizing their environmental impact.
It is DECEITFUL ADVERTISING to mislead consumers who are looking for goods & services from environmentally-conscious brands.
HOW CAN WE SPOT IT?
1. Don’t be fooled by green:
Pictures of plants, animals and leaves, even the colour green, can all be tactics to make the product look more natural or eco-friendly. These labels have no official meaning.
2. Pay attention to wording:
If a brand says that it’s made of 50% recycled plastic, then it’s still 50% virgin plastic.
Be wary of buzzwords without substance. Some common greenwashing words:
eco-friendly, green, all-natural, earth-friendly, non-toxic, plant-based, plant-derived, pure, raw, organic (without certification). Without explanations, these words mean nothing.
The more vague and unspecific the claim is, the more likely it is greenwashing.
3. Familiarize yourself with recognized certifications:
Look for independent certifications. Some trustworthy seals to look for:
- U.S. Department of Agriculture (USDA) organic certification: USDA certification is a reliable source due to their regulations and rules governing how a product is made from growth to manufacturing.
- Green Seal: Green Seal is an eco-friendly non-profit that develops standards companies must comply with to be labeled environmentally friendly.
- Non-GMO Project Verified: The Non-GMO Project is not yet the official certification for identifying non-GMO products, but is currently the leading verification. (Genetically modified organisms are a new concept so there is not yet an official certification.) The Non-GMO Project seal is difficult to attain because it requires absolutely no GMOs.
- Fair Trade Certified.
- Rainforest Alliance Certified.
Remember: just because an organization has no seal does not mean it’s unsustainable.
But a trustworthy certification gives extra assurance that it is sustainable.
4. Be wary of distractions:
Sure, BP helped clean up little ducklings, but if not for their actions, those little ducks wouldn’t have been covered in oil in the first place.
Claims like recycled, environmentally-friendly or natural can distract from the more problematic, overall issue with the product. (Examples: “environmentally-friendly” pesticides or water bottles with smaller plastic caps).
5. Look for minimal & recyclable packaging:
Often, companies using greenwashing tactics will still use excessive packaging. There may be a recyclable outer box containing individually packaged items with single-use plastics, or vice versa.