Wondering what is greenwashing, and how can we avoid it?

In a world where we urgently need change, it’s somewhat comforting to see major brands putting the development of environmentally-friendly products and initiatives at the top of the agenda.

And, with an estimated 80% of today’s shoppers happy to pay higher prices for products and services that claim to be more sustainable, it’s a positive mindset that we absolutely encourage. After all, changing our buying behaviour is one part of creating a better future.

Sometimes, though, what’s being advertised isn’t as sustainable as we think, leading to us well-meaning customers being ‘greenwashed’. It’s a cross-industry issue, from plastics, to fashion and food, and not always easy to avoid.

So, what is ‘greenwashing’?

According to the Cambridge Dictionary, to greenwash is ‘to make people believe that your company is doing more to protect the environment than it really is’.

Sadly, it’s an issue we’ve seen time and time again.

Greenwashing isn’t always easy to spot (which is kind of the point). It’s largely focused on helping companies hit the bare minimum while making a good name for themselves through effective marketing.

In real life, it could be something as small as your supposedly compostable plastic cup. While you may think it’s a huge step-up from your everyday single-use plastic, most of these biodegradable products can only be composted at specialist facilities, which are not readily available across the whole of the UK (read all about that here).

In a similar vein, it could be the ‘plant-based’ ready-meal you bought, packed with highly-processed ingredients and some which cause similar land-use and resource issues to large-scale animal farming. And of course, a plastic packaging issue.

Greenwashing can also happen on a much, much larger (and more public) scale, too.

Take, for example, the Paris Olympics. It was touted as the ‘greenest’ Olympics yet, setting an example for future events to follow with its green initiatives. From repurposing athlete’s apartments into public housing post-event, to constructing temporary buildings with lower carbon footprints, it was ready to set the example for years to come.

However, the nature of these events is that thousands of people still jet in from cities all over the world to compete and watch, with few able to take more sustainable travel options. Combined with the committee’s partnership with Coca Cola, the world’s biggest plastic polluter, and suddenly it seems a lot less sustainable than we thought.

So, how do you sort sustainability fact from fiction?

How to spot greenwashing

The devil is, as they say, in the detail. When being sold products or services claiming to benefit the environment, it’s always worth looking beyond the label and doing your research.

From vague ‘green’ language (don’t forget, words like ‘eco-friendly’ and ‘natural’ have no legal definition), to nature-inspired images, there are numerous tricks companies can use to hide the real facts.

You can also find information on websites like Greenwash.com, where they do the hard work for you by unveiling some of the underhanded tactics used by big brands to trick people into purchase. Check out Ethical Consumer too – the bible for many an environmentalist.

How can I take action from home?

The truth is, we can’t simply swap our way out of the problem.

While alternatives can be part of the solution, it often means (as in the case of compostable cups) we are more likely to swap one problem for another, simply to maintain lifestyles and business profits that aren’t sustainable for the planet anymore.

That’s why we need to ask ourselves; how is this alternative better, what impact does it have and do we need to change how we do things instead?

Here are six ways you can get one step ahead, and make a real difference:

Refill and Reuse: Re-usable cups, cutlery and food tubs is a great way to reduce impact without the sacrifice.

Experiment with food: Changing our diet can be a game-changer. Reduce meat and fish consumption and, if possible, and eat more plant-based.

Shop secondhand: Buy second-hand at local charity shops and be mindful of vague messaging from ‘eco fashion’ brands

Transport: Try lift sharing, riding a bike to work, walking to meet friends, or taking a bus or train for those longer journeys. Leave car travel for those who really do need to use their car for mobility or accessibility reasons.

Effective energy: Unplug appliances that aren’t in use, keep lights off in the day and pull on the layers instead of putting on the heating – just a few small places to start.

Support local initiatives

We have more say in local decision-making than we think. So, get behind local initiatives based on solutions to help make a real difference. Whether it’s sustainable travel, protecting our green spaces, or supporting local food production, we can all create the kind of future we need together.