By Alexys DeMaria
Whether you’re a long-term environmentalist or someone who made a New Year’s resolution, many consumers have committed to make more environmentally responsible purchases.
A study by an Atlanta-Based environmental technology company, Greenprint, found that 77% of Americans are concerned about the environmental impact of products they buy.
But when buying products, consumers are bombarded with vague and sometimes unfamiliar terms: biodegradable, eco-friendly, ethical, organic and fair-trade.
Many times it is unclear if the product and company are sincere, and labeling can trick customers into purchasing their product under the guise of sustainability.
This is known as greenwashing. Greenwashing is a marketing tactic that deceives consumers into believing that an organization is more environmentally friendly than it is.
The use of many common environmental labels is a relatively unregulated market. Though a new California law recently banned the use of the recycling sign on products that are unrecyclable, the use of many buzzwords is not controlled.
Many times, companies will spend more money on creating deceptive packaging and marketing rather than changing their business practices to become more environmentally responsible. Unfortunately, this allows them to charge higher prices for the same product by preying on consumers’ concerns.
And it works. A Nielsen poll in 2015 noted that two-thirds of consumers are willing to pay more for products labeled as eco-friendly. But consumer concern for the environment has exploded since then. Greenprint noted in their 2021 study that 78% of people are more likely to purchase a product that is clearly labeled as environmentally friendly.
If you’re part of the 53% of Americans who have doubts when companies say they are environmentally friendly, there are some strategies for identifying greenwashing in order to avoid it.
Hidden tradeoffs are a very common greenwashing strategy. It often relies on a single (most often small) environmental claim like “recycled content,” while ignoring other larger issues. Keep this in mind when you see a company make one environmental claim without announcing a broader commitment to sustainability.
Also note for unsupported claims from a company, with no certifications or evidence to lend them credibility. Examples of third-party reliable certifications to look for are B Corp, Fair Trade, Rainforest Alliance and Sustainable Forestry Initiative.
Though, keep in mind that some certifications only consider the company chosen, and not the parent companies that profit from their sales. For example, the beauty company Burt’s Bees is Leaping Bunny certified, but their parent company Clorox does test on animals when required by law.
Many labels simply use vague and meaningless terms to try to appeal to consumers, such as ‘new and improved,’ ‘made with natural ingredients,’ ‘non-toxic’ and ‘made with biodegradable materials’.
According to the US Federal Trade Commission green guides broken down by Ecowatch, here are some of the best ways to identify sincerely green companies over greenwashing:
- Look for packaging that explains a product’s positive environmental impact in plain language.
- The marketing claims should be clear on whether they refer to the packaging, the product itself or a portion of either.
- The marketing language doesn’t overstate or imply a more significant environmental benefit than it could deliver.
- When the product compares itself to another brand, it shows evidence to substantiate it.
- Seek out products with trusted third-party certifications, such as USDA certified organic, Forest Stewardship Council (FSC) and Carbon Trust Standard (for verified CO2 emissions).
In order to better help consumers avoid greenwashing, advocate for clearer marketing regulations that would ban common greenwashing practices by making companies substantiate any eco-friendly claims they make. Increasing transparency helps hold companies accountable and will make buying green easier for everyone.
