"Environmentally friendly" or "natural": Vague terms like these create the impression that a product is good for the climate. But is that already greenwashing? How to recognise this questionable method and what you can do about it.
Every day, we consumers are spoilt for choice. The sheer number of products in supermarkets and online shops is overwhelming. It's a good thing that almost every product is also available in a "green" version. That narrows down the selection. And we're happy to reach for the climate-friendly alternative. So: meat with a "Fair" label, the climate-friendly T-shirt from a fast-fashion brand, or the soft drink bottle made from ocean plastic.
But are all these products really as green as they pretend to be?
Or is there a marketing strategy behind the promising packaging and advertising slogans that makes products and practices appear more environmentally friendly than they actually are? This phenomenon is known as greenwashing. And indeed, the public's growing concern about the environment is leading more and more companies to capitalise on it.
Recognising greenwashing
This is often difficult. The following ten signs, developed by the environmental marketing agency TerraChoice, and the corresponding strategies help to distinguish genuine sustainability efforts from misleading marketing methods.
1. Fluffy language:
Companies use vague terms such as "environmentally friendly" or "biodegradable". What's actually behind them is hard to say, because the meaning of such terms is not clearly defined.
-> Inform yourself about greenwashing tactics or certifications such as organic, Fairtrade or CO2-neutral. This makes it easier to spot when companies make false claims.
2. Green product vs. dirty company:
Product and company are often at odds when it comes to climate protection. Fast-fashion brands, for example, advertise environmentally friendly garments, even though the company's overall practices do not meet sustainability standards.
-> Research the brand and its environmental claims before buying. Look for independent third-party certifications that support the company's sustainability claims. Consult reliable sources such as the environmental organisation Greenpeace.
3. Suggestive pictures:
Suggestive images give products a supposedly green veneer. A car covered in grass on an advertising poster, for example, suggests a climate-friendly effect that is not justified.
-> Be sceptical of exaggerated green symbolism or eco-labels that are not backed by recognised certifications. Reliable seals include the GOTS label for fashion, the EU organic label for food, the Natrue label for cosmetics or the EU Ecolabel for electrical appliances.
4. Irrelevant claims:
Companies deliberately highlight positive details and thus distract from negative ones. Starbucks, for example, advertised its lids without straws. It turned out that the supposedly environmentally friendly alternative contained more plastic than the version with a straw.
-> Pay attention to whether companies communicate transparently about their sustainability practices. This includes detailed information about the supply chain, sourcing methods, manufacturing processes and environmental initiatives.
5. Best in class:
The argument that one is greener than the competition is often misleading and meaningless. This applies, for example, to the emissions-heavy aviation industry.
-> Support brands that demonstrably commit to sustainability and transparency. They should value ethical sourcing, use environmentally friendly materials, minimise waste and take measures to reduce their ecological footprint.
6. Just not credible:
Labelling cigarettes as "environmentally friendly" doesn't change the fact that they are harmful. Marketing products like these as "green" is not credible.
-> Share your knowledge with others and raise awareness of greenwashing. Use online platforms or conversations to inform people about the importance of genuine sustainability and the risks of greenwashing.
7. Jargon:
If product descriptions contain a lot of technical terms, the aim may be to deceive consumers about the company's true practices.
-> Confront the companies concerned with your concerns. Demand evidence or certifications to back up environmental claims. Hold them accountable. This way, you encourage companies to be more transparent and genuinely sustainable.
8. Imaginary friends:
We consumers trust product labels. But companies can also introduce these themselves. In this case, the objectivity and transparency of an externally awarded seal of approval is not given.
-> Get involved in initiatives that promote transparency and stricter regulations against greenwashing. Support environmental organisations, petitions or campaigns that aim to create stricter guidelines for companies.
9. No Proof:
Claims without evidence should make you suspicious. For products made from ocean plastic — that is, plastic waste from the sea — there are no defined standards, for example. This makes it difficult to verify whether the plastic was actually fished out of the sea.
-> If you believe a company is engaging in greenwashing, confront it and share your concerns with others. This raises awareness of the issue and encourages those around you to support responsible companies.
10. Out-right lying:
A prominent case of false claims and fabricated data was the emissions scandal at Volkswagen. In 2015, it became known that the company had falsified emissions data.
-> Stay informed and change your habits. For example, support local products and switch to green mobility. Use energy-efficient appliances and cut down on meat.
Anyone who knows these typical signs can see through tempting marketing promises and consume more responsibly. Companies should also raise their employees' awareness of the topic. Because more and more often, companies are being confronted with accusations of greenwashing — with devastating consequences. Customer trust is shaken, and reputations are damaged.
It is therefore all the more important to take measures to avoid greenwashing in the workplace. Companies can demonstrate their credibility, for example, by proactively addressing critical issues, being aware of their responsibility, not striving solely for profit, communicating transparently and using understandable language.
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