6 Ways To Spot Greenwashing Before You Purchase
Photo©Iakov Filimonov/123rf
If you want to do the right thing and protect the planet, you make mindful choices about what you choose to purchase. However, when you find yourself adrift in a sea of competing claims of eco-friendliness on labels everywhere, how can you spot the difference between greenwashing and a product that truly treads lightly on the planet?
Greenwashing refers to a common marketing strategy designed to make products seem more eco-friendly than they are. Polls indicate that consumers will pay more for products that are kind to planet Earth, and more than half consider eco-friendliness before buying. That’s a powerful incentive for companies driven by profits.
Contrary to popular belief, greenwashing might not necessarily entail executives in the C-suite rubbing their palms together like Mr. Burns from “The Simpsons” as they devise an evil plot to deceive the public. It can happen innocently — marketing teams consist of humans as prone to misinterpreting data as the general public.
For example, a company might label its product as containing “30% less plastic.” Less plastic than what? If you’re comparing a standard water bottle to a 2-liter soda, it’s easy to make such a claim, although it’s essentially meaningless.
Another example is eliminating essential components to “reduce waste,” such as not including earbuds with cellphone purchases. When a company fails to include this detail, the consumer must go out and buy them separately — creating even more waste from packaging, not to mention the inconvenience of paying twice for a once-standard amenity. A much more impactful move would be to address planned obsolescence, but doing so threatens profit margins.
Here are six things to check before making a purchase to spot greenwashing and help you make a bigger impact when you spend your dollars.
1. Misleading Label Terms
Pay attention to the following phrases commonly used on labels:
- Less than: Again, less than what?
- More or more than: “More sustainable,” “more eco-friendly,” “greener”
- Over
- Fewer
- Better
- Most: “Most sustainable formula yet!” Um, how unsustainable was the original?
2. Internationally Recognized Labels to Seek When Purchasing Real Green Goods
Here are some of the most well-known labels that inspire consumer trust to be greenwashing-free.
Pro-tip: Bring your phone shopping with you. You can research what a label means on the fly.
1. Certified B Corporation. Certified B corporations voluntarily submit to the highest standards of verified performance, accountability and transparency in everything
2. Declare. Declare serves as a nutrition label for nonedible goods. This label outlines specific product ingredients and their sustainability information. It’s offered through the International Living Future Institute, an organization dedicated to rising above greenwashing and giving companies an opportunity to display leadership in the sustainability movement.
3. Cradle to Cradle Certified. This organization’s certification means that the item you buy is intentionally designed for its next use and actively cycled through natural pathways.
4. Certified Organic. Products certified organic through the USDA must contain at least 95% organically produced ingredients.
5. Rainforest Alliance. The Rainforest Alliance bases its certification on the three pillars of environmental, economic, and social livelihood.
3. Pay Attention to Product Packaging
One of the best ways to avoid greenwashing is to pay attention to packaging. Most stores have locks and cases to prevent inventory shrinkage, eliminating the need for anti-theft hard plastic shells that cut your hands to ribbons and end up in landfills.
How sustainable is the packaging material itself? Is it designed for easy reuse, recycling or composting? Pay attention to plastics labeled “compostable.” Many of them are not made to compost in backyard bins but rather in industrial facilities, meaning they often end up in landfills, anyway.
4. Imagery Can Be Deceiving
Marketing departments use imagery to greenwash a veneer of sustainability on products. However, a picture of a forest on a package of paper towels or toilet paper doesn’t necessarily indicate that the manufacturer participates in reforestation efforts. Remain aware that appearances can deceive.
5. Research Company Claims On The Spot
If you’re like most people, you don’t have time to sit on the internet researching company claims. However, many folks carry a miniature computer with them everywhere these days. It’s often a lot easier to look something up when it’s first and foremost on your mind than to remember to do so later. Use your phone while you shop.
6. Be Wary of Offset Claims
Finally, be wary of terms such as net-zero, carbon-neutral and eco-friendly in advertisements. The European Parliament recently took action to ban these terms in an attempt to increase transparency about climate neutrality after a Guardian article exposed that more than 90% of carbon offset claims had little merit. The U.K. and the FTC in the U.S. are also updating their guidelines.
Although spotting greenwashing is tricky, these techniques can help you navigate. Once you amass a list of companies you trust, knowing what to buy and avoid becomes easier — and feeling good and informed about what you bring home is worth the effort.
Rose Morrison is the managing editor of Renovated, and has been writing in the home living industry for over five years. Her work has been featured on The National Association of Realtors, the American Society of Home Inspectors and other reputable publications.
