A Brief Guide to Recognising Greenwashing

Generally, people are getting more eco-conscious. That’s not to say that we’re anywhere near where we need to be yet nor that hugely problematic factors like fast fashion or waste management have been overcome yet. No, sadly not. What it means is that a trend has begun where many consumers will think twice; for example, if there is an eco option of a product of equal quality (or more) to a non-eco option, the greener alternative is the more desirable choice. That might not seem like much; some may see it as too little, too late or for the wrong reasons. I see it as a first step and this is also just one example of how the green mindset has become present in larger culture. There are many more! However, the problem in this scenario is greenwashing and the difficulty in recognising it.

What is Greenwashing?

The thought of eco-friendliness and ethical consumption being turned into a marketing tool is disgusting to me. That’s unsurprising. But, the thing is this is exactly what it is to some companies and it would be one thing if this was done and the product was genuinely ethical, another altogether when it is not. What greenwashing essentially is, is a company making you believe they are doing more to protect the environment than they actually are.

There is always something incredibly when with company putting more time and effort into marketing their product as “doing it’s part” than actually doing it.

Ways to Tell if a Brand is Greenwashing

In all honesty, there is a little detective work here. So, bust out your fedora (ethically sourced, naturally) and get you sleuth on.

The most common sign that something is up and that a company is greenwashing is lack of transparency, contradictory information or unwillingness to state what they’re doing that makes them green. If you’re confused, then that is probably by design.

Brand history is a factor. A company can change practices and many do and certainly you should never assume that a business is greenwashing just because their process was unethical beforehand. However, a little searching online and it is usually possible to see what a businesses current business strategy or practices are. If a company with bad practices prior has changed their phrasing to “trying to be” or “more green” as well as intangible non-committal phrasing their production hasn’t changed just their damage control is more assertive.

Look at the info and not the marketing. The packaging might look all earthy and feature all kinds of organic imagery but what does it actually say officially? What certification stamps does it have on it? Do you recognise any? Can you find out about them easily online? Does the company’s marketing only feature certain products? Are others excluded? Could it be that a certain percentage of their output is not eco-friendly but they’re pushing their brand as it is? These are all considerations!

What to Do If You Still Don’t Know

Ethical consumption is difficult in modern society because balancing time, ability, information and needs of those that depend on us (especially the vulnerable) sometimes runs counter to it. So, it becomes about picking your battles whilst vigilantly doing what you can (which means different things to different people).  Recognising greenwashing is no different, sometimes it is worth the extra few steps. Sometimes it is not.

Choosing to support companies that lie, mislead or misrepresent though can leave you feeling extremely down on yourself. So, if you’ve tried these various steps and still aren’t sure; you can just outright ask?

Sure, a company doing this is not going to tell you they were pulling the wool over your eyes but if they can’t tell you what about their process is green or they make statements without examples then that says a lot, wouldn’t you say?

If asking is not an option or if you are still unsure, you can always ask others online or just walk away too. Best not to fixate.

One Last Thing

The environmental movement is ultimately about positivity. It’s about hope for a better future, love for the world around us, respect for what nature provides and a desire to each do our part in a meaningful but not unreasonable way. This sometimes gets forgotten, I feel. Usually for understandable reasons of course, things aren’t so great on that front. However, that message is still at the core.

It’s true that brands are guilty of greenwashing, sure and recognising that is important. Not all do though. Whilst we sometimes do get fooled, it is important not to get caught in a negative place of suspicion and negativity. Also, be aware that companies and people can and do improve. That should be applauded and encouraged, not punished.

Like those old detectives in the movies, trust your gut. You’ll usually get a feel for what companies are being transparent but have a way to go and which are being deliberately vague. The whole movement is about doing what you can, not doing it all and the main question you need to ask yourself is “does this brand align with my values?” If not, take note and move on.