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How to spot and stop
greenwashing as a consumer
October 2023
How to spot and stop greenwashing as a consumer
How does an “eco-friendly hiking shirt sustainably crafted from farm to trail” sound? Perhaps like the better choice, compared to an average cotton tee. But in reality, it’s probably too good to be true.
We have said this before, and we’ll say it again: there is no such thing as a sustainable industrially produced product.
Everything has an impact on the environment. That impact can be bigger or smaller, so it’s important that you as a consumer have access to the right information so you can make that better choice. This is where the issue of greenwashing comes in.
The problem with greenwashing
“Greenwashing” is a term used to describe the false or misleading claims companies make about the environmental impact or benefits of their products or services.
Sometimes it’s intentional, where companies purposefully exaggerate “green” actions to promote an environmentally responsible public image and take advantage of the market. Other times, companies take part in greenwashing unknowingly—perhaps due to a lack of knowledge or difficulty translating complex sustainability actions in a clear and accurate way. Intentional or not, both are greenwashing, and both are problematic.
The problem with greenwashing is that it clouds consumers’ vision, making it difficult to make choices that are truly better for the environment and actually help make progress toward the future green economy we are all hoping for.
How do you spot greenwashing?
As a consumer you play an important part in eradicating greenwashing. Here are some common instances of greenwashing to watch out for.
It’s important to ask follow-up questions and insist that companies provide evidence that the “more sustainable” product actually results in a reduced impact.
Your anti-greenwashing to do list
Aren’t there laws to prevent greenwashing?
In theory, yes. Today, environmental claims are subject to multiple laws, both on the EU and national level. But in practice, there is a wide range of variation when it comes to green claim requirements and enforcement. There are already several cases of companies being brought to court because of greenwashing—something that will most likely only become more common in the future with the new legislation and regulations on the way.
An example of such legislation is a proposal for a Directive on Green Claims which was adopted by the European Commission in March 2023. The proposal aims to stop companies from making misleading claims about the environmental merits of their products and services. The proposal includes:
It represents a vital step forward in helping consumers avoid greenwashing pitfalls in the future because it forces companies to step up and be more accountable for the sustainability claims they make.
We all need to act to secure a more transparent future
While the EU’s anti-greenwashing law proposal sounds great, it will take some time before it is implemented. And we can’t sit around waiting for that to happen.
You as a consumer can and should act against greenwashing already now. Remember your anti-greenwashing to do list. Always use a critical eye when viewing any green or sustainable marketing. Ask follow-up questions, and don’t be afraid to call out a company and report any suspicious greenwashing activities.
Companies shouldn’t wait around either of course. To ensure that consumers can make informed choices that reduce their own environmental footprint, companies need to drop the green buzzwords and start talking about real facts backed up by scientific evidence.
Once we all put this confusing greenwashed landscape behind us, it will become a lot easier for consumers and companies alike to spot where vital improvements can be made, make better choices, and ideally take action to reduce our collective footprint.