It’s great to see brands prioritising sustainable initiatives, but how much of it is true and how much of it is ‘greenwashing’? As consumers become more conscious of their impact, they seek to purchase from companies that align with their green values, which is why in recent years, we have seen an increase in green propaganda. Words like “Sustainable,” “Eco-friendly,” and “Carbon-Neutral” have become more popular in advertisements, but how can we know if a brand is truly working towards saving our planet or merely engaging in greenwashing?

Greenwashing is defined as misleading consumers into believing a product or company is more environmentally friendly than it actually is. It is a deceptive marketing practice where a company falsely promotes their products or services as environmentally friendly or sustainable, without actually making significant efforts to back these claims and reduce their environmental impact. Some companies use irrelevant or misleading claims, and unverified labels and engage in token environmental actions that do not reflect a true commitment to sustainability.

Greenwashing aims to capitalise on the growing consumer demand for environmentally responsible products. As consumers, we have the power to hold brands accountable and call out any irregularity.

Here are five ways to verify if your favourite brand is really committing to sustainability or rather greenwashing:

1) Are they certified? This is a great ethical shopping tool, that allows credible organisations to regulate whether or not the business complies with sustainable standards. I’d like to note that not all certifications are equally reliable. This article is a great resource that helps you understand which you can trust and why; https://ethical.net/guide/sustainability-certifications-which-can-you-trust/

2) What does the company’s past look like? Have they always been passionate about supporting a certain cause or saving the planet? Change is always good, but change needs to happen gradually by acknowledging past mistakes and showing commitment to future changes. This leads us to how to communicate and effectively commit to change…

3) Actions speak louder than words! Does the business have evidence of its sustainable actions? What makes their product sustainable? If they can’t prove their sustainability efforts, it’s a red flag. Claims should be verified by third-party certifications or scientific data. Many times, businesses will tend to highlight their certification, especially in the world of sustainability, as a way to stand out from the greenwashing competitors.

4) What are other people saying about the company? There are plenty of bloggers, YouTubers, and sustainability fanatics who dedicate their time to researching companies, so you don’t have to. A quick Google search will lead you to reviews of brands and products that will deliver sometimes unbiased experiences and facts.

5) Remember that ‘Clean’ or ‘Sustainable’ are words used by many so it is good to learn and understand how and when they are used. “Cruelty-free” is not the same as “Vegan” and “Natural” doesn’t mean “Eco-friendly”. In a lot of cases, companies are prioritising eco-friendly marketing campaigns over actually making substantial changes towards environmentally friendly products.

Companies are counting on the fact that consumers assume they all mean the same thing, but in fact, there is a big difference. There’s also a difference between being labelled as organic and certified organic – see our client Odylique, as their entire range is certified Organic by the Soil Association.

By understanding and being able to identify greenwashing, consumers can make more informed decisions and support truly sustainable practices and products. The world of sustainability is not as straightforward as we’d like for it to be but as Emma Watson said; “As consumers, we have so much power to change the world by just being careful in what we buy”.