Greenwashing is when a company tries to make the public believe it is doing more to protect and consider the environment than it really is, usually by making false or misleading statements about a service or product. Typically, businesses will do this to make their products and services seem more appealing to customers who care about the environment and sustainability. This greenwashing can come in the form of marketing campaigns, statements on packaging, and even just excessive or incorrect use of green imagery like trees and leaves, giving the impression that the business cares about the environment.

Why companies carry out greenwashing

There are a few reasons why companies greenwash. First, with more and more people concerned about the environment, companies want to appear eco-friendly to attract customers and increase sales. They know that using words like "sustainable," "eco-friendly," and "natural" can make people feel good about buying their products. Second, greenwashing can sometimes be cheaper than actually making real changes to become more environmentally friendly. It's easier to make a claim than to invest in sustainable practices.  Finally, some companies greenwash to distract from their less environmentally friendly actions.  They might highlight one small "green" initiative to take attention away from other harmful practices.

How to spot greenwashing

Greenwashing can be tricky to spot, but there are some things to watch out for:

• Vague Claims:  Words like "eco-friendly" and "natural" don't always mean much. Look for specific information about what makes a product or service environmentally friendly.
• Lack of Proof:  If a company makes a green claim, they should be able to back it up with evidence. Look for certifications, third-party verification, or detailed explanations of their practices.
• Focus on One Thing:  A company might highlight one small eco-friendly action while ignoring other harmful practices. Look at the bigger picture of their environmental impact.
• Misleading Images:  Pictures of nature or green packaging can create a false impression of a product's environmental impact. Don't be fooled by appearances.

The impact of greenwashing

Greenwashing is harmful because it misleads consumers and undermines genuine efforts to protect the environment. It allows companies to profit from false claims while continuing unsustainable practices. It also makes it harder for consumers to make informed choices about the products they buy. It can also lead to disengaged employees, who then are reluctant to actually try and put real solutions in place.

How to avoid greenwashing

• Do your research:  Look beyond marketing claims and investigate a company's environmental practices.
• Look for certifications:  Independent certifications, like Fairtrade or organic certifications, can provide assurance of a product's environmental or social responsibility.
• Support truly sustainable businesses:  Choose companies that are transparent about their environmental impact and actively working to reduce it.