What Is Greenwashing? How to Spot and Avoid It

As consumers become more aware of the environmental impact of their actions, showcasing ‘green’ credentials has become a ‘must’ for brands. Studies have shown that people are willing to spend more on brands that align with their ethical values. However, as consumer demand for sustainable products increases, so does greenwashing.

Key takeaways

1. Greenwashing is misleading and slows down real progress. It happens when brands make false or exaggerated claims about being environmentally friendly to attract conscious consumers without real sustainability efforts. It allows companies to profit while actual sustainability issues remain unresolved.
2. Regulations are increasing. Countries like the UK and Norway are cracking down on misleading green claims, requiring brands to provide clear and verifiable sustainability information.
3. Common greenwashing tactics. Brands may use vague claims, exaggerated marketing, unclear timelines, or isolated “green” collections while still relying on unsustainable practices.
4. Consumers have the power to demand transparency. By researching brands, checking certifications, and questioning vague sustainability claims, consumers can make more informed and responsible choices.

What is greenwashing?

Greenwashing happens when a company gives a false impression of environmental responsibility. It involves making unsubstantiated claims to trick consumers into believing that the company’s products or services are environmentally friendly or have a greater positive environmental impact than they truly do.

The term was born in the 60s when the hotel industry started asking guests to reuse their towels to “save the environment.” In reality, it was just a cost-saving strategy. Talk about a “clean” trick! Today, many brands are rebranding themselves as “sustainable” or “green” without providing evidence to back up their claims. This deceptive practice misleads consumers and allows companies to profit without making real efforts toward sustainability.

Why is greenwashing so dangerous?

Greenwashing distracts consumers from real environmental issues. It is all about pouring time and money into marketing tactics rather than actually investing in truly sustainable practices. This deception not only misguides well-intentioned buyers but also hinders real progress toward sustainability. Since greenwashing misdirects well-intentioned consumers down the wrong path, environmental problems remain the same (or even get worse).

“Sustainability” and its blurred lines

Brands know that being socially and environmentally conscious is profitable, but also that the definition of what ‘sustainability’ means, is legally blurred and lacks a strict definition. This allows them to market their products as ‘sustainable’ without being held accountable for them. As a result, many so-called sustainable credentials are nothing more than smoke and mirrors (or clever marketing tactics!).

The good news is that some countries are starting to crack down on this kind of marketing:

1. UK – The ASOS, Boohoo, and George at ASDA cases

In 2023 the UK’s Competition and Markets Authority (CMA) opened an investigation into ASOS, Boohoo and George at ASDA to scrutinize their ‘green’ claims. In 2024, the three brands agreed to follow stricter rules on how they promote their sustainability claims and made commitments that set an industry benchmark:

1. Honest Green Claims: No misleading or vague sustainability statements; all claims must be backed by clear, visible, and easy-to-understand information.
2. Transparent Fabric Descriptions: Terms like “organic” or “recycled” must be used with clear percentages and explanations, avoiding vague words like “eco” or “responsible.”
3. Clear Criteria for Sustainable Ranges: Consumers must know the standards products meet to be part of “sustainable” collections.
4. No Misleading Imagery: Using nature-themed visuals, icons, or logos that falsely imply sustainability is prohibited.
5. Accurate Product Filters: Search filters must correctly display only products that meet eco-friendly claims.
6. Verifiable Environmental Targets: Any company goal related to sustainability must have a clear timeline and strategy.
7. Truthful Accreditation Information: Certifications must be clearly explained and not exaggerated.

The CMA also published a compliance guide to “help fashion businesses stay on the right side of consumer law when making environmental claims.”

2. Norway – H&M “conscious” collection

In 2019 Norway’s Consumer Authority ruled that H&M was misleading consumers with its Conscious Collection. According to the Deputy Director Bente Øverli, H&M was “not being clear or specific enough in explaining how the clothes in the Conscious collection [were] more ‘sustainable’ than other products they sell” and concluded that “consumers are being given the impression that these products are more ‘sustainable’ than they actually are.”

In the end, the Consumer Authority did not impose sanctions or fines. Instead, they urged H&M to clarify its claims and provide consumers with more transparent information about the sustainability of their products.

How to spot greenwashing?

Greenwashing comes in many forms and shades and can sometimes be difficult to spot. Checking each claim can be overwhelming so here are four easy indicators that can help you spot when a brand is trying to greenwash you:

1. Sustainability is a side project, not a core business model: Brands that only introduce a “green collection” (like H&M’s Conscious Collection) while still profiting from unsustainable production.
2. Vague claims without proof: Brands that make vague sustainability statements that are not backed by clear, visible, and easy-to-understand information.
3. No clear timelines or strategies: Brands that propose sustainability goals but do not have a clear timeline or a clear strategy on how to reach them.
4. Exaggerated marketing slogans: Brands that use exaggerated statements like “Buy this t-shirt and save the planet.” Genuine sustainability efforts involve systemic change, not just consumer purchases.

How to avoid being greenwashed?

It is important for consumers to distinguish between genuine sustainability efforts and misleading claims. Here’s how to make informed choices:

1. Don’t let fluffy wording fool you. Look beyond buzzwords like “green” or “natural.”
2. Demand transparency. Truly sustainable fashion brands give information about their suppliers, production facilities, and materials used.
3. Look for certifications. Cradle to Cradle Certified, Bluesign, Fair Trade Textiles Standard, Global Organic Textile Standard, and Organic Content Standards are some of them and they offer an approved standard across the supply chain.
4. Understand material sourcing. ‘Natural’ and ‘vegan‘ don’t necessarily mean ‘sustainable’. Fibers such as viscose, rayon, and bamboo are ‘natural’; however, the way they are sourced is sometimes not sustainable. The same happens with vegan materials, as most are made from synthetic, petroleum-derived fabric.
5. Examine the full production chain. Truly sustainable brands integrate eco-friendly practices across their entire supply chain, from design to packaging.
6. Do your research. The Internet is filled with reports, investigations, and updates on these issues, so take advantage of them. A simple 5-minute search can make all the difference!

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Have you ever come across a brand that claimed to be sustainable but didn’t give clear evidence to back up its claims? What steps do you take to make sure that the fashion brands you support are genuinely sustainable? Let us know in the comments below!