Image from Designing for Sustainability: A Guide to Building Greener Digital Products and Services, O’Reilly Media.
For companies to stay competitive, sustainability is no longer a “nice-to-have” as more and more consumers become environmentally conscious. In fact, 78% of U.S. consumers say that a sustainable lifestyle is important to them, and 54% of consumers are willing to pay more for eco-friendly products and services. However, not all companies are as “green” as they claim to be.
This deceptive practice, known as greenwashing, involves businesses leveraging misleading advertising to be viewed as a responsible, sustainable choice for consumers. Read on for a deeper dive into what greenwashing is, how to spot it, and how to avoid being misled—so you can make informed decisions and support companies that align with your values.
What Is Greenwashing?
Greenwashing in marketing is when a company makes exaggerated or misleading claims about their products’ or services’ environmental impact to improve their sales or brand reputation. The term “greenwashing” was coined in 1986 by prominent environmentalist Jay Westerveld, who criticized the hotel industry for promoting the reuse of towels as a sustainability initiative. In reality, the hotel implemented it as a cost-saving measure while overlooking other wasteful practices.
Common examples of greenwashing tactics include:
- Vague or misleading language: Claiming to be “all-natural,” “eco-friendly,” or “green” without proof.
- Irrelevant claims: Promoting a single green feature while ignoring larger sustainability issues.
- Lack of transparency: Providing no details on sourcing, production, or sustainability efforts.
- False labels & certifications: Misusing eco-labels or creating fake ones.
- Hidden trade-offs: Promoting a green aspect while still harming the environment.
- Overstating impact: Exaggerating sustainability claims without having data to back it up.
Industries Prone to Greenwashing and Examples
While greenwashing is common in many industries, here are some of the biggest offenders and real-world examples of how they’ve misled consumers:
Fashion
Greenwashing in fashion is pervasive with many retailers claiming to practice “ethical fast fashion”–but there’s no such thing. Even if their garments are made with recycled materials, anything produced that quickly, in mass volume, and at such a low price point cannot be done through true sustainable production.
H&M, a fast fashion industry giant, has been accused of greenwashing on multiple occasions. For their “Close the Loop” campaign, customers were encouraged to drop old clothes off at stores’ collection bins which would then be recycled into new fabrics. However, an investigation found that H&M products are among the five most common labels in textile waste inundating Ghana’s beaches.
Bottled Water
A common greenwashing advertising tactic is using nature-based imagery to convince consumers that a product is safe and healthy for them. For example, Poland Spring packaging depicts a spring running through a lush, green forest and claiming to be “100% natural spring water.”
While it’s common knowledge that bottled water contains microplastics linked to an array of health concerns, newer research has detected even smaller fragments called nanoplastics. Ironically, most nanoplastics get into bottled water as a result of the filling and purification process. Several water bottle companies, such as Evian, Poland Spring, and Fiji, were recently targeted by lawsuits for their deceptive greenwashing ads.
Oil and Gas
According to a recent RepRisk report, the oil and gas sector continues to be the sector most-associated with greenwashing claims—as has been the case every year since 2019—with 332 greenwashing incidents in 2024.
For example, the state of California filed a complaint against ExxonMobil, Shell, Chevron, ConocoPhillips, BP, and the American Petroleum Institute, asking them to give up “illegally obtained profits” gained by falsely portraying their fossil fuel products as climate-friendly. In reality, the combustion of fossil fuels has contributed to several climate-related disasters throughout California in the last year, including flooding, droughts, storms, and wildfires.
How Does Greenwashing Impact Consumers?
Greenwashing companies negatively affect consumers in a number of ways by:
- Profiting off misinformation: Consumers who are eco-conscious tend to be willing to pay more for products they believe align with their values, when in reality, greenwashed products actively harm the environment.
- Eroding trust: Once consumers discover a company is greenwashing, it undermines their trust in not only that offending company, but can also cause consumers to be skeptical of even legitimate environmental claims made by truly eco-conscious businesses.
- Causing disillusionment: Relatedly, consumers who feel betrayed by greenwashing companies may become cynical toward sustainability overall and stop seeking out environmentally-friendly options altogether.
- Harming communities: Many companies that are greenwashing run their businesses in marginalized communities who are harmed by the environmental consequences.
How to Spot Greenwashing
With greenwashing running rampant across industries, it’s easy to feel disillusioned. However, it’s important to remember that you as a consumer do have the power to be informed and support genuinely sustainable businesses. Here are some actionable ways you can recognize and avoid greenwashed products:
- Look for specific, verifiable claims. Check that the company provides actual numbers or reports. For example, opt for products that say “100% recycled materials” over products relying on vague buzzwords like “eco-friendly.”
- Check for legitimate certifications. According to the U.S. Environmental Protection Agency, reputable third-party eco-labels include, EPEAT, Green SealⓇ, GreenCircle Certified, NSF, Safer Choice, GreenScreen CertifiedⓇ, and more.
- Research the company’s track record. Are they transparent about their sustainability efforts? Do they have a history of greenwashing controversies?
- Investigate beyond marketing. Look into independent sustainability reports and read watchdog evaluations to verify if a brand’s actual practices align with their marketing claims.
Pursue Your Passion for Environmental Advocacy
If you’re passionate about protecting the planet for future generations, pursuing a career in the sustainability sector may be your calling.
Whether you’re interested in spearheading clean energy initiatives, reengineering production processes, or reimagining the global food system, exploring Bard College’s Career Guide to Jobs in Sustainability can help you discover what fulfilling and engaging paths you can pursue.
If you’re ready to turn your passion into action, connect with us to learn more today!
