As sustainability continues to be a hot topic, more businesses are jumping on the eco-friendly bandwagon. But not all claims of sustainability are created equal. Some companies genuinely strive to minimize their environmental impact, while others engage in “greenwashing”—a deceptive practice where brands falsely portray themselves as environmentally responsible to attract conscious consumers. So how can you tell the difference? Let’s explore what separates true sustainability from greenwashing, and how to spot the signs.

What is Greenwashing?

Greenwashing occurs when a company spends more time and money marketing themselves as environmentally friendly than actually implementing practices to reduce their environmental footprint. It’s a way of capitalizing on consumers’ desire to support eco-conscious businesses without making the necessary investments or changes.

A classic example of greenwashing is Volkswagen’s “clean diesel” scandal. The company marketed its diesel cars as environmentally friendly, even as they manipulated emissions tests to make their cars appear greener than they were. Similarly, H&M’s “Conscious Collection” was promoted as a sustainable option in fast fashion, but critics pointed out that the company was still producing a massive amount of waste due to its high-volume, low-cost business model.

Genuine Sustainability: What It Looks Like

In contrast, companies that are truly committed to sustainability go beyond surface-level changes and implement long-term practices to minimize their environmental impact. This involves taking a comprehensive look at their supply chains, product materials, energy use, and overall business operations.

Take Patagonia, for example. This outdoor clothing brand is renowned for its efforts to reduce its environmental footprint, from using recycled materials in its products to encouraging customers to repair rather than replace worn items. The company has even pledged 1% of sales to environmental causes through its “1% for the Planet” initiative. Another example is IKEA, which has committed to becoming climate positive by 2030 by using renewable and recycled materials in their products.

How to Recognize the Difference

Knowing the difference between greenwashing and genuine sustainability can be tricky, but there are a few key factors you can look for:

1. Transparency

Authentic sustainable companies are transparent about their environmental practices. They provide detailed reports on their energy use, waste management, and carbon emissions, and they share their progress toward sustainability goals. If a company makes vague claims like “environmentally friendly” without specific details or measurable outcomes, it could be greenwashing.

For example, Unilever publishes annual reports on their sustainable living plan, providing clear data on carbon footprint reductions, waste management, and water usage across their brands. In contrast, companies that avoid such transparency often leave consumers in the dark about their actual environmental impact.

2. Third-Party Certifications

Look for trusted third-party certifications like B Corp, Fair Trade, or LEED (Leadership in Energy and Environmental Design). These certifications indicate that a company has met rigorous standards for environmental and social responsibility. However, be wary of companies that create their own “green” certifications or rely on misleading labels that don’t align with recognized standards.

For instance, Seventh Generation, a brand that sells cleaning products, is a certified B Corporation, meeting high standards of social and environmental performance. In contrast, many companies use ambiguous terms like “natural” or “eco-friendly” without any certifications to back up their claims.

3. Whole-Supply Chain Approach

Genuinely sustainable businesses consider their entire supply chain when reducing their environmental impact. This includes sourcing raw materials responsibly, minimizing waste in production, and ensuring that workers are treated fairly. Greenwashing companies often focus on just one small, marketable aspect of their operations while ignoring the rest.

For example, Our Sustainable Development Goals | The Body Shop sources ingredients ethically and promotes community trade, ensuring fair wages and sustainable farming practices across their supply chain. Companies that only tout a single “green” product line while continuing harmful practices elsewhere are likely engaging in greenwashing.

Final Thoughts

It’s easy to be swayed by glossy marketing and green labels, but understanding the difference between greenwashing and true sustainability is crucial. Genuine sustainable businesses go beyond marketing to make real, lasting changes that benefit the environment, while greenwashing companies use misleading claims to mask their environmental impact.

By staying informed, looking for transparency, checking for third-party certifications, and evaluating the whole supply chain, you can make more eco-conscious choices and support companies that are genuinely working towards a more sustainable future.

References

H&M’s Greenwashing: Short-Sighted and Unethical

The troubling evolution of corporate greenwashing | Guardian sustainable business | The Guardian

Volkswagen: The scandal explained – BBC News

Environmental & Social Footprint – Patagonia

IKEA launches new sustainability and climate reports – IKEA Global

Unilever Sustainable Living Plan 2010 to 2020

Our Impact | Seventh Generation