How do we recognise greenwashing?

I have already written about “greenwashing” before. But how do we recognise it in the daily cacophony of projects? Let’s look at 5 classic indicators:

 1. Environmental images

When companies use images of green leaves, animals, green packaging and similar visuals, they are trying to visually indicate “natural”, “eco”, “bio”, “environmentally friendly”. However this may not be necessarily related to the actual activities or operations of the company. Moreover, experience shows that actual “eco-friendly” products often “prefer” simple images and simple packaging.

2. Misleading labels

Some products are labeled as “certified” or “100% organic” without providing any supporting  evidence. This is where the ‘alarm bells should be ringing loudly’, as there is a high probability that these labels have been created by the producers themselves and simply added to the packaging, advertisements and other communications. A simple Google search can quickly reveal which certificates are credible and which ones have been created by in-house company designers.

3. Hidden compromises

Corporations may present themselves as environmentally friendly and sustainable, but still fail to reveal the compromises behind the operations. For example, the claim by some clothing manufacturers that they use “natural” or “recycled” materials while the clothes are sewn under inhumane conditions.

4. Irrelevant claims

Sometimes we come across claims that products are free from certain chemicals. While this may sound good, it becomes irrelevant if those chemicals are already banned by law, making the information completely meaningless. Everyone can double-check this and look for other chemicals that are allowed but may not be the most environmentally friendly.

5. The lesser evil

This refers to situations where a company’s claim may be true within a particular category of products, but there is still a greater risk involved. This is the case, for example, with so-called electronic cigarettes, “vapes” and similar alternatives – although they may be portrayed as an alternative to traditional smoking, they are still extremely harmful.

Greenwashing is, therefore, just that – deceit. That is why we must always be vigilant, do our research and rely on credible sources. Do you think you could recognize it yourself?