Despite the huge rise in environmentally friendly marketing, most "green" products on the market are not actually better for the environment at all. (1) As a result of high consumer demand for environmentally friendly products, many companies have simply taken the opportunity to change their marketing strategies and update their packaging to mislead customers into thinking their goods are better for the environment. This practice has become so common that a name has been given to it: greenwashing. It is very difficult to spot greenwashing because we are constantly surrounded by clever advertising. So, how do you know you're really shopping responsibly? Here are our top tips.
First, beware of green buzzwords and slogans. We are often reassured by buzzwords such as "natural," "green," and "organic." But should we be? (2) A face lotion may contain 98% natural organic ingredients but what about the remaining 2%? Another example is "vegan leather." Although it is frequently advertised as environmentally friendly, it is essentially just plastic. Plastic is just as harmful, if not worse, for the environment as real leather.
Sadly, this practice of advertising the environmental friendliness of certain ingredients of products while ignoring the larger environmental cost is all too common. A classic example is soy. Food companies have become aware of consumers' concerns about the Amazon Rainforest being cleared to raise cattle. (3) This boost sales of the companies' new soy-based products and makes millions for them. However, what most people don't realize is that the Amazon is actually being cleared to grow soybeans almost as quickly as it is for the beef industry. Another example is organic cotton. The good news? Your new T-shirt is organic. The bad news? It took 2,500 liters of water to make it, it has been shipped tens of thousands of miles, and fast fashion creates huge amounts of landfill!
Another thing to watch out for is irrelevant claims. These often appear on the labels of beauty products that claim to be "paraben and cruelty free" – that sounds great until you realize it is irrelevant, depending on where you live. Many countries banned harmful parabens and animal testing a long time ago!
Now we come to perhaps the most obvious greenwashing trick. We look at certain ads, labels, or packaging, and we see "green" because the designers want us to. Who could fail to be convinced by those stunning images of forests, crystal clear rivers, and nature? (4) But just because there's beautiful scenery on the label doesn't mean the company cares about its impact on the environment, nor does adding the affixes "Green," "Eco," "Bio," or "Enviro" to a brand name.
So how do you see through all this greenwashing? Unfortunately, there doesn't seem to be much being done at the moment to prevent it. (5) If the product has been checked and certified by a recognized organization such as The Soil Association, FSC (for paper and wood), or EcoCert, then it is. Don't be fooled – do your research, and always read the label properly!