Greenwashing is a marketing practice where companies spend more time and money claiming to be "green" through advertising than actually implementing environmentally sound practices. The term was coined in the 1980s but has become increasingly relevant as consumer interest in sustainability has grown.
Common greenwashing tactics include:
- Vague claims like "natural," "eco-friendly," or "green" without certification
- Irrelevant claims (e.g., "CFC-free" when CFCs have been banned for decades)
- Hidden trade-offs (highlighting one green attribute while ignoring harmful ones)
- No proof (claims that cannot be substantiated)
- Lesser of two evils (e.g., "organic" cigarettes)
To avoid greenwashing, look for third-party certifications from reputable organizations (GOTS, OEKO-TEX, GREENGUARD) rather than self-made claims. Be skeptical of vague language and ask for specific information about materials and manufacturing.