In a world increasingly concerned with sustainability, it’s become common for brands to speak the language of ethics, nature, and climate care. But not all ‘green’ messaging is as clean as it seems. This is where the term greenwashing comes in. The practice of making products, services, or companies appear more environmentally or socially responsible than they really are.
From vague labels like ‘eco-friendly’ to leaf icons slapped onto packaging, greenwashing can be subtle, misleading, and even well-intentioned but not informed. It thrives in the gap between consumer trust and corporate marketing.
What Is Greenwashing?
Greenwashing is when an organisation exaggerates, distorts, or fabricates its environmental or ethical credentials to appear more sustainable than it is. This can range from outright falsehoods to misleading claims and selective transparency.
It’s often used to:
- Distract from harmful practices
- Capitalise on eco-conscious trends
- Appeal to well-meaning consumers
- Avoid meaningful change while maintaining profits
Common Signs of Greenwashing
- Vague language being used, terms like ‘natural,’ ‘sustainable,’ or ‘green’ without evidence or context.
- Nature imagery such as leaves, forests, water drops, or earthy tones used without substance behind them.
- Lack of transparency with no clear info on sourcing, labour, or environmental impact.
- Highlighting lower value green practices such as recyclable packaging while ignoring the impact of core business models reliant on fossil fuels or exploitation.
- Self-certification and use of logos that mimic official certifications, or invented labels with no independent verification.
- Distraction techniques by promoting a small line of ‘eco’ products while the majority remain harmful.
How to Be a More Informed Buyer
Governments and regulators are also starting to take action. In the UK and EU, new greenwashing legislation is being introduced to hold companies accountable for misleading environmental claims. The UK’s Competition and Markets Authority (CMA) has issued a Green Claims Code, while the EU has proposed a Green Claims Directive that will require companies to back up any sustainability statements with verifiable evidence.
- Look for independent certifications (e.g. Fairtrade, B Corp, Carbon Trust product labelling)
- Research the company as a whole, not just the product
- Ask: Is this claim measurable, and who is holding them to account?
- Use tools like Ethical Consumer Magazine and Good On You for brand research
- Be sceptical of green buzzwords without clear definitions
A Note on Imperfect Progress
Not all green claims are disingenuous. Many smaller brands are doing the hard work of transitioning to more ethical systems, often transparently sharing the bumps along the way. It’s okay to support these efforts even if they aren’t perfect, especially when they’re open about their limitations.
Greenwashing is frustrating not because consumers expect perfection, but because they seek honesty. What we need are fewer slogans, and more substance.
Mindful Trails 
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