EcoHomeLife Explains is a series of short articles that explains terms around sustainability and eco-friendliness. In this issue of the series we give you the definition of greenwashing.
Living a life that has less impact on our environment involves switching to eco-friendly products, such as shampoo bars or sustainable toothbrush heads.
But it also means that you have to know what to look out for in eco-friendly products. After all, you don’t want to be fooled into buying something that you think is good for the planet but actually isn’t.
And unfortunately, we can’t just trust all these companies who want to sell us things. That’s where greenwashing comes in.
In this article we will tell you the definition of greenwashing and why it’s so important to understand it and be able to spot it.
The Definition Of Greenwashing
According to the Oxford English Dictionary, the term describes:
The creation or propagation of an unfounded or misleading environmentalist image.
Oxford English Dictionary
Sounds complicated, but it isn’t really. Basically, it means that companies mislead their customers about their environmental claims.
This is done by using language that sounds eco-friendly or sustainable. Often these companies make vague claims that they don’t substantiate. Sometimes they even lie outright. (Senyapar 2024)
Rather than spending time and money on becoming sustainable, these companies and organisations use their marketing campaigns to appear sustainable.
The reason they do it is simple: money. Since the awareness of environmental issues has increased, many people, like you and me, want to buy sustainable products.
Research has shown that many people are even prepared to pay more for eco-friendly products. (Grimmer and Bingham, 2012) As a result, many companies want to cash in, even if that means making false claims.
So if you want to live a more sustainable life, it is important to avoid companies who practice greenwashing.
Examples Of Greenwashing
Now that we know the definition of greenwashing, let’s look at some examples.
One of the most dramatic cases of greenwashing was done by Volkswagen. The car manufacturer claimed that their diesel cars were clean, meaning they had much less harmful emissions than petrol cars.
And they showed test results to prove their environmental claims too. But a few years later, after they sold millions of cars, it was discovered that Volkswagen installed software into their cars that cheated emissions tests.
So while the cars looked like they were more sustainable, they were the opposite, emitting up to 40 times more emissions than is legally allowed.
Of course, not all cases of greenwashing are that dramatic. Most are more subtle, such as:
- Imagery that is linked to nature – Some companies use images such as leaves, trees or animals to suggest the product is sustainable, when it isn’t.
- Use of environmental sounding words – By putting words such as “natural”, “sustainable” or “eco-friendly” on their products, without explaining how these products are better for the environment, they mislead their customers. Unfortunately, the use of such terms is unregulated.
- Brining out an eco-friendly range – Many companies add a range of eco-friendly alternatives to their product range. But they continue to sell the ones that have negative environmental impacts too. Like starting to sell bamboo toothbrushes while also selling plastic ones.
- Using symbols that suggest a product is recyclable – By using symbols such as the green dot or resin classification codes, many companies mislead customers into thinking that their product or packaging is recyclable, when it’s not. The green dot means the company pays money to support recycling efforts. The resin classification symbol, which is the triangle with a number in it, just tells you what type of plastic it is. Neither of these symbols means that the product is recyclable.
- Cost-cutting exercises dressed as green initiatives – Many companies sell changes that were made to save money as a new sustainable practice. Like when hotels started to ask guests to re-use their towels. They say it’s for the environment, but it saves them money.
Why It’s Important To Spot Greenwashing
The definition of greenwashing holds a clue as to why it’s important to spot it. The practice is used to mislead us.
Companies want us to think that they are sustainable and sell green products, even if they are not.
So if you are looking to live a more sustainable life, you want to keep away from greenwashing companies and find the ones that are really doing the right things for the planet.
Here is what you can do to prevent falling into the trap and avoid false green claims:
- Information is key – Keep away from companies that don’t give you much information. Instead, look for brands that are open and transparent about their practices.
- Avoid big brands – Stay away from any big corporations that offer eco ranges, but still continue to sell their other harmful products.
- Be cautious about green claims – When a product claims to be a green product, check the company’s website for more information. Only buy their product if their claims are substantiated and can be proven.
- Look for environmental certifications – There are certifications that businesses can get to prove their sustainability. To get certified they have to meet certain standards. These certifications include: Forest Stewartship Council (FSC), B-Corp, One Planet Living or Planet Mark.
So, now that you are armed with the definition of greenwashing and know how to avoid brands that do it, you can be sure to make changes that will be good for our planet.
