Greenwashing: How to Spot Red Flags
“Eco-friendly.” “Sustainable.” “All-natural.” These buzzwords are everywhere — on product labels, in brand taglines, across marketing campaigns. But how many of them are actually backed by meaningful actions? That’s where greenwashing comes in: when companies use misleading claims to appear more environmentally responsible than they truly are.
Learning how to spot greenwashing helps you make informed choices and support businesses that are genuinely doing the work. Here’s what to look for.
Understand What Greenwashing Really Means
Greenwashing is when a company exaggerates or fabricates its environmental efforts to attract conscious consumers without making substantial changes to its practices.- It misleads customers into thinking a product is greener than it is
- It can mask harmful business models behind feel-good slogans
- It undermines real sustainability efforts by confusing shoppers
- It often targets well-meaning buyers who want to make better choices
Watch Out for Vague or Undefined Terms
Words like “natural,” “green,” or “eco-conscious” sound promising but mean very little without proof or context.- No certifications to back up environmental claims
- Labels with feel-good words but no substance
- “Non-toxic” or “chemical-free” without defining what’s excluded
- Ambiguous goals like “more sustainable by 2030” without a roadmap
Look for Overuse of Green Imagery
Brands that plaster their products with leaves, earthy tones, and recycled symbols might be trying to appeal to your values — even if the product itself isn’t sustainable.- Packaging looks eco but isn’t recyclable
- Logos mimic certification seals without any official meaning
- Green aesthetics used more than actual green practices
Research the Brand’s Broader Practices
A truly sustainable brand focuses on the full picture — not just a few products. Greenwashing often highlights one small initiative while hiding larger issues.- Is the brand transparent about supply chains?
- Does it share data on emissions or water use?
- Do labor practices align with their values?
- Are all product lines sustainable — or just a single “green” collection?
Why This Matters
Greenwashing erodes trust and makes it harder for consumers to support real sustainability. By identifying red flags, we can hold companies accountable and reward those actually making a difference.- Supports businesses doing the hard work
- Encourages transparency and progress
- Reduces unintentional support for harmful practices
- Empowers shoppers to ask better questions
Expert’s Advice
Teresa Fogelberg, former deputy chief of the Global Reporting Initiative, says: “When a company says it’s green, ask: how, where, and what’s the evidence?” Trust is earned through transparency, not taglines.Additional Tips for Spotting Greenwashing
Sharpen your eye for misleading claims with these actionable tips:- Check for third-party certifications like GOTS, Fair Trade, or B Corp
- Read the fine print on labels and marketing statements
- Visit brand websites to explore their sustainability reports
- Beware of sudden shifts from a brand with no history of eco-mindedness