What is greenwashing
And how can you spot it in the energy industry and beyond?
From sustainable fashion to natural beauty products and renewable energy, green claims are everywhere. But how can you tell which ones are genuine?
Here’s how greenwashing works, where to look out for it and how to spot misleading claims.
What is greenwashing?
Put simply, greenwashing is when businesses make themselves or their products seem more environmentally friendly than they really are, to encourage people to buy from them. That might be by overinflating a claim, or focusing in on one positive environmental feature, without providing the full context.
The problem with greenwashing is that it makes it harder for people to make informed choices – and can undermine trust in businesses who are genuinely working to reduce their environmental impact.
How do companies greenwash?
There are lots of different methods that companies might use to greenwash their products or services. Here are some to look out for, across all industries.
1. Making vague environmental claims, without evidence
Words like ‘eco-friendly’, ‘green’ and ‘planet-friendly’ sound reassuring. But without an explanation or evidence, they don’t tell us much. What’s more, businesses should be able to back up environmental claims with reliable evidence. If they can’t explain what makes something sustainable, it’s worth questioning.
2. Highlighting one green feature
A company might promote a product made with recycled materials while ignoring the wider environmental impact of the business. The improvement might be genuine, but that doesn’t necessarily make the whole product or business sustainable.
3. Using misleading images and packaging
Green packaging, pictures of forests and leaves, and words like ‘pure’ or ‘natural’ can make products appear environmentally friendly, without providing any evidence.
4. Making promises, but failing to take action
Some companies promote ambitious environmental targets, such as reaching net zero, without explaining how they’ll get there or demonstrating meaningful progress.
What does greenwashing look like across different industries?
Greenwashing in the fashion industry
Fashion brands increasingly promote clothing made with recycled fabrics, organic cotton and other materials marketed as sustainable. These initiatives can be positive. But they can also be misleading if they represent only a tiny proportion of a company’s overall production.
For example, a fast fashion retailer might promote a ‘conscious’ clothing collection while continuing to produce huge volumes of cheap, short-lived clothing.
To spot greenwashing in the fashion industry, try to look beyond words like ‘conscious’, ‘responsible’ and ‘sustainable’. Check whether brands explain where their materials come from, how their clothes are made and what they’re doing to reduce their overall environmental impact. Independent resources such as Good On You can help you research fashion brands.
And remember, buying something new isn’t always the greenest option. Looking after the clothes you own, repairing them and shopping second-hand can all help reduce your environmental impact too.
How does greenwashing work in hair & skin care?
Environmentally friendly skin and haircare products are big business. Unfortunately, it’s surprisingly easy for brands to sound greener than they are. For example, research the Soil Association has found that a product can legally contain just 1% organic ingredients to label itself as organic.
Soil Association Certification is independent and rigorous. We review the entire manufacturing process including sourcing of ingredients, formulation procedures and premises, as well as packaging.
– The Soil Association, What is Organic Beauty Certification?
Just like greenwashing in the fashion industry, some brands use words like natural, pure and clean in their names or marketing because of their positive associations. To make sure you’re getting what you think you are, look beyond the marketing and see if products have been certified by trusted organisations.
For example, COSMOS is an international beauty certification scheme co-founded by the Soil Association. If a brand or product features a Soil Association or COSMOS logo, it has had to meet stringent criteria including sourcing and processing ingredients sustainably and minimising environmental impact. You can also check for the Leaping Bunny logo, which shows a product hasn’t been tested on animals.
Greenwashing in the energy industry
Energy is something we all need to buy. But with complicated tariffs, confusing jargon and a big focus on price, it’s not always easy to understand exactly what we’re paying for.
And when it comes to renewable electricity, things can get even more confusing. Not all green tariffs work in the same way, making it difficult to tell which suppliers are genuinely supporting renewable energy.
Want to know more? Read our guide to greenwashing in the energy industry to find out how it works, what to look out for and why not all green tariffs are created equal.
What can be done about greenwashing?
In the UK, businesses must follow rules designed to protect customers from misleading environmental claims. If you’ve been misled by how a product is advertised, you can complain to the Advertising Standards Agency. If you feel you’ve been misled by your energy supplier, you can also make a complaint to your supplier and escalate it to the Ombudsman.
Greenwashing may be rife across lots of sectors. But by questioning green claims, you can reduce your exposure and support businesses that are doing the right thing by our planet.
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