What Greenwashing is and How to Avoid It!
In the world we live in today, climate change is becoming an ever-growing problem. Luckily, we have our favorite brands to change their ways and become sustainable – or do we?
Greenwashing is defined as “when an organization makes vague, deceptive or even false claims about their positive environmental impact.”
You may be thinking this is something you can easily spot – trust me, I thought the same thing. Unfortunately, there are so many different forms of this scam that companies are able to pull this off right under our noses. Below is a list of forms I found on Building Green along with examples and easy explanations.
1. Green by association
This is one of the more common forms. Green by Association greenwashing is when a brand uses environmentally friendly imagery and even just the color green to trick the consumer. Using these images and color association creates the idea of a brand having a positive impact.
One of the easiest examples of this to spot comes in auto companies. The advertisements include cars driving through completely natural areas, such as prairie lands, forests, and valleys. Our brains immediately recognize this without us even thinking about it. That’s exactly why it works.
2. Lack of definition
This one is exactly what it sounds like. Brands often claim to be environmentally friendly without explaining how. Low-emission or hybrid vehicles and non-toxic cleaning products are notable examples.
When a cleaning product brand claims they have non-toxic chemicals, they don’t always mean all around. The chemicals may not be harmful to the touch, but they can be deadly to ingest. Companies tend to not include that in order to draw consumers in.
3. unproven claims
This form of greenwashing is harder to spot. When a brand makes a claim, a lot of individuals just go along with it, even when there is no proof. That is what Unproven Claims is. Without data or examples, everything a brand says about environmental impact should be taken with a grain of salt.
Sometimes brands will leave out this information and ignore requests for it, or they will say they are unable to disclose.
4. The non sequitur
These can be incredibly difficult to discover. The Non Sequitur form is where a company makes a claim that is proven to be true, yet follows that with another claim that isn’t proven.
For example, air purifier brands will say their products remove dust, smoke, and bacteria particles from the air and provide data to back that. Immediately after, they say the product prevents or eliminates asthma or other respiratory issues, which cannot be proven by the brand.
5. forgetting the life cycle
Similar to Unproven Claims, the Forgetting the Life Cycle form of greenwashing relates to leaving information out.
Brands will focus on the recycling aspect of their manufacturing process, but leave out the amount of energy and harmful processes they use to get that far. There is more to recycling than simply putting the waste in a basket or reusing it, and companies will refuse to speak on the entire process.
6. bait and switch
Like the previous method, Bait and Switch involves a focus on one aspect, but in this case, it’s about the product.
A recognizable example of this is prominent in the phone case industry. Brands will create a few sustainable cases that will naturally decompose after use, but the majority of their sales come from products that are not sustainable or naturally sourced.
7. rallying behind a lower standard
This is another tough one to spot. Rally Behind a Lower Standard comes when a company creates its own program with a green standard but with incredibly vague guidelines.
When brands have their own standards, it can be challenging to research and see through them. That’s why it is so effective. People see the word “green” and immediately assume the best.
8. reluctant enthusiast
It seems like every day, a new form of combatting harmful manufacturing is discussed. The Reluctant Enthusiast form of greenwashing is when a brand claims to be entirely behind a new method but claims it is too expensive for the brand.
The truth is, it’s never too expensive, it’s just more work than they want to put in.
9. outright lying
In my opinion, this is the most common. Brands can lie about anything whenever they want and simply ignore people who call them out on it.
This happens most frequently when companies claim their products are beneficial to the environment when really they’re just not as harmful.
Okay, so now you know what they do. What you need to know now is how to spot it.
alaina’s guide to saying goodbye to greenwashing
1. Focus on the sources – If a brand refuses to back up its claims or provide a step-by-step guide of its process, it could be making it up. Looking directly at the people who contribute will make it easier to spot at the root.
2. If it sounds too good to be true, just assume that it is – When brands try to prove they are environmentally friendly even when they aren’t they tend to overcompensate by using the phrases you commonly see, like “eco-friendly,” “green,” “all-natural,” etc. They use these phrases over and over again to try to convince consumers.
3. Take your time – Skepticism can save you time and money. Really look into what brands are saying before you make a commitment.
4. Do your research – Find what works for you! If you need inspiration, check out another HC MIZ’s article, SUSTAINABLE SUGGESTIONS: COLLEGE STUDENT APPROVED to see easy ways to start your sustainability journey!
Greenwashing appears to be more and more common as time goes on. If we want to help instead of hurt, it’s important that we truly look into what our favorite companies may be claiming. For more information on greenwashing and who does it, I highly recommend watching the Netflix documentary “Buy Now! The Shopping Conspiracy.” This really put things into perspective for me, and I think it is something that everyone should see.