What is greenwashing?
Greenwashing is a marketing strategy in which companies declare their environmental responsibility, but in fact, their actions do not correspond to these claims. In other words, they pretend to care about nature in order to attract more customers, but in the end, they continue to harm the environment.
How does greenwashing work?
Most often, greenwashing manifests itself in: Complex wording. Using terms like "natural", "eco-friendly", "sustainable", without specific confirmation or certification.
Deceptive packaging. Green colors, leaves, and "eco" logos on labels create the impression that the product is environmentally friendly.
Ambiguous claims. For example, a company may claim that its product is 50% recycled without specifying that this is only part of the packaging, not the entire product.
Hiding problems. A company may focus on one "green" aspect (such as eliminating plastic), but not mention other harmful practices, such as water pollution or carbon emissions.
Examples of greenwashing
"Biodegradable packaging." In reality, the packaging can only decompose in industrial conditions, which are inaccessible to most consumers.
Cosmetics "without harmful chemicals." The phrase sounds impressive, but often has no clear scientific basis.
Energy-saving devices. The manufacturer advertises energy savings, but remains silent about the non-ecological process of their production.
How to recognize greenwashing?
To avoid being scammed, pay attention to the following: Look for certifications. Truly eco-friendly products have verified certificates, such as "EU Ecolabel", "Fair Trade", "Cradle to Cradle".
Read the fine print. Sometimes "green" claims are refuted in small notes on the packaging.
Check the brand's reputation. Find out how the company does business in general: does it publish environmental impact reports and support sustainable initiatives.
Evaluate the completeness of the information. If the brand focuses on one aspect (for example, recycled packaging), but does not talk about other stages of production, this may be a sign of greenwashing.
Be skeptical of overly loud statements. If something sounds too perfect, it is probably a marketing ploy.
Why is greenwashing harmful?
Greenwashing not only misleads consumers, but also hinders the real fight against environmental problems. Instead of investing in sustainable solutions, companies spend money on marketing without changing the essence of their work. So, how to avoid becoming a victim of greenwashing? The main thing is to ask questions, study information and choose companies that really care about the environment. Remember that your choice as a consumer matters: it affects not only the market, but also the future of our planet. Yours, Maria.