Company Greenwashing

Amidst a growing focus on sustainability among consumers, many brands are responding to this pressure through unsubstantiated claims in the hopes that consumers will take them as fact and will not be motivated to do their own research into the sustainability (or lack thereof) of those brands. Protecting the planet should not be a mere selling point.

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MYTH: COMPANIES CAN NOT (or would not) MAKE MISLEADING CLAIMS OR ADVERTISEMENTS

Greenwashing is illegal, but many companies participate in it anyway. Common forms of greenwashing include the use of words that sound nice but do not carry any legal meaning such as “sustainable”, “green”, or “eco-friendly” without including substantial evidence to support these claims. For example, a lawsuit was filed against the Coca-Cola company over its misleading advertising and claims of caring for the planet, despite the fact that the brand has been named the biggest plastic pollution contributor for several years in a row. Coca-Cola actually won this case, showing the lack of responsibility placed on these companies that contribute so much harm to the environment.

Other noteworthy greenwashing scandals: Volkswagen, H&M, Keurig

FACT: THERE ARE RELIABLE SYMBOLS THAT INDICATE A PRODUCT’S VERIFIED SUSTAINABILITY

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There are many organizations that are committed to reviewing certain companies and products for their sustainability. The presence of these certification symbols indicate that a specific product has been found to comply with these organizations’ criteria for certain aspects of sustainable practices through third-party research.

 

 

MYTH: “ECO-FRIENDLY” CLOTHING IS ECO-FRIENDLY FROM PRODUCTION TO DISPOSAL

Many fast-fashion companies (i.e. clothing companies that constantly mass produce new, often cheap products that appeal to ever-changing trends – think SHEIN, Forever 21, Zara etc.) advertise “green” or “sustainable” clothing. These products are often accompanied by unsupported taglines claiming the company’s commitment to protecting the planet. Much of the clothing produced by the fast fashion industry is made with polyester, a plastic-based material that does not break down. Additionally, research has shown that it takes 659 liters of water to produce one cotton t-shirt and 2,866 gallons of water to produce one pair of cotton jeans. Many fast fashion companies advertise their cotton clothes as being “eco-friendly” because they’re made from organic, natural materials, regardless of the fact that they’re blowing through resources like water in order to produce their products. The fast fashion company H&M has been exposed for lying about their sustainability (water usage in particular) through inaccurate statistics. Companies like H&M, as well as ASOS, Lululemon, and SHEIN, have been called out for their misleading claims regarding sustainability.

In the fast fashion industry, products are not always ethically sourced or manufactured, and are often transported to retail stores packaged in single-use plastic bags that cannot be recycled. The growing speed of trend cycles is also contributing to less sustainable clothing, as companies are making new items faster and consumers are wearing them for shorter time periods.

FACT: SUSTAINABLE COMPANIES WILL BE TRANSPARENT

There is a wide variety of companies that actually employ sustainable practices in all aspects of their business. These companies can be identified through their inclusion of transparent, current data and evidence supporting any claims they make. Sustainable products will be accredited by third-party researchers/organizations, and sustainable companies will provide information on their environmental impacts in regards to things like water usage and carbon emissions (positive and negative).

FACT: IF YOU ARE EVER UNSURE ABOUT A SPECIFIC BRAND OR PRODUCT, YOU CAN ALWAYS DO YOUR OWN RESEARCH

Learning how to identify substantiated vs unsubstantiated claims can be a great starting point for recognizing greenwashing. Research the companies you’re interested in or uncertain about before supporting them, and look for specific things like data, transparent communication, and accreditation from reputable third-parties. The website Good on You is a good resource for finding out more about sustainable (and not so sustainable) brands.

And of course, the easiest, most affordable, and most sustainable way to shop: pay a visit to your local secondhand store. 🙂

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