As consumers become more eco-conscious (even Adam in The Archers bought eco-friendly Halloween decorations this week!), inevitably businesses become keen to market products as environmentally friendly. Unfortunately, not all claims made are genuine, and in some industries ‘greenwashing’ is rife. It occurs when companies falsely promote their products, services, or policies as sustainable to appear more eco-friendly than they actually are. This misleading practice can trick well-intentioned buyers into supporting brands that in practice do little to help the environment. So how can we recognise and avoid greenwashing when making purchases?

What Is Greenwashing?

Firstly, let’s take a deeper dive into what ‘greenwashing’ is. In a nutshell, it’s a marketing strategy used by companies to make their products or services appear environmentally friendly without backing up their claims. Using vague terms such as ‘eco-friendly’ or ‘sustainable’, along with symbols, or earth colour branding all play their part.

A good example of this would be natural latex balloons often promoted as ‘biodegradable’ when in fact nothing is further from the truth. The natural latex from the Hevea tree is, in its purest form fully biodegradable yet it is also inherently brittle – not good for making balloons! Plasticisers need to be added during the manufacturing process to increase the elasticity of the latex, plus chemicals, flame retardants, and pigments resulting in a less than natural product. Natural latex on its own will biodegrade in time. The same cannot be said once chemicals are added to it, yet most balloons on sale these days are promoted as ‘biodegradable’.

Another example would be labelling a plastic water bottle as ‘recycled’ or ‘recyclable’ but lacking detail on how much of the material is actually recycled or where it can be properly processed. Claims often sound impressive but lack transparency or real environmental benefits.

What are the top 4 warning signs of Greenwashing?

  • Phrases such as ‘natural’, ‘green’ or ‘eco-friendly’ – these may sound great but none are regulated and without specific information to back them up they are meaningless.

  • One genuine aspect of a ‘green’ product may be promoted above all else, ignoring other environmental impacts such as generating high carbon emissions during production. This is known as 'trading off'.

  • Genuine companies will often look to secure third-party certifications, such as Fair Trade, FSC (Forest Stewardship Council), or OEKO-TEX®. If a brand claims to be any of these without the certification, this could be a red flag.

  • Opting for an earthy branding palette, plant imagery, or eco-sounding product names could be a distraction and imply environmental responsibility without any real action being taken in respect of the product or packaging.

How to Avoid Greenwashing

  • Firstly, reputable companies provide clear, detailed information about their sustainability efforts. Look for specifics, such as percentages of recycled content, energy savings, or a detailed description of how a product reduces its environmental impact. Not everything may be perfect (it’s a work in progress – trust me!) but at least they’re honest - transparency is key.

  • Check out certifications- Genuine eco-friendly products usually have certifications from recognised bodies as already mentioned above. The ‘B Corp logo is an increasingly popular way for companies to showcase their commitment to environmental and social standards, however there are excellent alternatives such as the ORB Responsible Business Standard certification - a robust yet accessible option for smaller businesses, externally verified and it stands the test of time.

  • Question the Labels- If a product claims to be ‘sustainable’ or ‘green’ carry out a quick search to find out how. Look up the brand’s sustainability policies, and don’t hesitate to dig deeper into their practices and supply chains. It takes time, but better to be sure before purchasing.

  • Watch Out for Overhyped Products - Be cautious of brands that market themselves primarily based on one green feature whilst ignoring other, more harmful aspects. A truly sustainable product will have a holistic approach, addressing its environmental impact through a life cycle assessment from production through to disposal, and include functions such as the supply chain.

There’s a lot to think about. ‘Greenwashing’ can make it really difficult to discern which products are truly sustainable. However, by looking behind the ‘green’ labels and branding, choosing companies that prioritise clarity, transparency and honesty, and asking questions, you can avoid falling for misleading claims. This can, of course, be time consuming, which is something we’re mindful of here of at Party Without Plastic, and why we do all the hard work on understanding how products are made, ensuring they are genuinely plastic-free before they make it on to our marketplace, so you don’t have to.

We’re all learning (I’m halfway through my IEMA Foundation course) and issues such as bioplastics and plastic alternatives such as PLA (often no better than traditional plastic by the way – it’s not plastic tax exempt and cannot be recycled or home composted, relying on very specific conditions to biodegrade[1]), but when it comes to our planet, every decision counts.

I’d love to know how you are avoiding ‘greenwashing’ and what your favourite brands or companies are who you feel are getting things right…