Greenwashing – Uncovering the Deception

Many consumers today are demanding products that are better for their health and better for the environment. Since consumer demand translates into potential green dollars, some companies may market their products in a way that makes them appear to be more environmentally friendly than they actually are. This “stretching” of the truth is what is referred to as greenwashing. The Merriam-Webster definition of greenwashing is “expressions of environmentalist concerns especially as a cover for products, policies, or activities.”

Suppose you’re looking for cleaning products for your home. You could make your own homemade cleaning products and then you’d know exactly what ingredients are in your cleaning products, but like most of us, you may not have the time or patience to make your own, so you would probably want to find companies that make safe, non-toxic cleaning products. Also, you would probably prefer to buy from companies that are actually concerned about the environment, not companies that just appear to be. How do you tell the difference? Here are some tips to help you avoid being a victim of greenwashing.

Check the labels
Does the product contain irrelevant environmental claims such as “CFC-free”? If CFCs are banned by law, you wouldn’t expect to see products containing CFC. All products being sold should be “CFC-free”. The claim may be truthful, but what’s the actual reason that this claim is on the label?

Are the descriptive words used on the label verifiable and clear or are they general and vague? Watch for words like “natural” or “environmentally friendly”. Is the meaning of those words defined by the company? Check the labels for the words “caution”, “warning” or “danger”.

Examine the packaging
Is the product over packaged in plastic or packaged with minimal, recycled material?

Internet research
Check some of the forums, blogs or product review sites that deal with the products you’re interested in. You’ll find a lot of useful information on these sites.

Browse through websites of the companies whose products you’re considering buying. Are they transparent in listing all the ingredients they use in their products? Do they explain why they use the ingredients they use? Do they back up any of their claims with facts? Do they define what they mean by terms they use in their advertising, such as “natural”, “biodegradable” and “earth-friendly”? Is there any information on their site that discusses their supply chain or how they produce their products? Do they consider their negative impact on the environment and take steps to minimize this? How do they test their products?

Certifications
Check to see if the products are being independently tested and certified to meet industry standards by reliable third parties. Look for trusted green labels such as EcoLogo, Green Seal, and GREENGUARD. Don’t fall for fake labels or advertising that leaves the impression that a product has the third-party endorsement where no such endorsement exists.

However, especially if the company is a small business, a lack of certification doesn’t necessarily mean the products don’t meet green standards. Certification is costly and the company may not have the money or time for certification.

Check on Donations
A popular marketing technique is for companies to donate to an environmental cause when you buy their products. That’s great if the company’s products aren’t damaging the environment in the meantime.

Ask and Challenge
If a company makes a claim you don’t understand or you think may not be truthful, question it. Use it as an opportunity to make your views and expectations known and possibly convince them to make decisions that are more beneficial to you and your environment.

It’s extremely unlikely that you’ll find any company or any person that is 100% environmentally friendly (whatever that means to you), but it’s important to be heading in the right direction. It’s going to take us all some time to make the changes necessary to get us back to being more in harmony with the planet.