Hiding behind the eco label: Companies use greenwashing to attract environmentally-minded customers
Through marketing tactics, manufacturers try to deceive consumers and convince them that their products are more sustainable than they actually are.
Greenwashing is a marketing strategy in which companies make false or exaggerated claims about their products or practices to make them appear to be more environmentally friendly than they actually are.
A 2020 EU survey found that 53% of environmental product claims were "vague, misleading or unsubstantiated". In another survey in the same year, authorities suspected 42% of organic products to be "false or deceptive".
Greenwashing is used to appeal to consumers who are concerned about climate issues and are more aware of the environmental impact of their purchases. The fashion industry is one industry that often engages in this marketing tactic.
The European Union is introducing sanctions
As consumers become increasingly aware of these tactics, pressure is mounting on fashion companies to adopt more comprehensive and actionable sustainability practices. The European Union plans to introduce "appropriate" sanctions to combat greenwashing, in which companies exaggerate their environmental credentials. According to The Guardian, the sanctions will be part of a wider package of measures aimed at making it easier for consumers to identify truly sustainable products.
In order to detect greenwashing in the fashion industry, it is important to make sure that the brands in question are under specific certification, such as GOTS (Global Organic Textile Standard), Fairtrade or Cradle to Cradle. In addition, it is important to carefully read ingredient labels that reveal whether products are made from natural, renewable or recycled materials.
Inadequate regulation of the food industry
Another sector prone to greenwashing is the food industry. Companies can claim that their products are organic, natural or ecological, but often these labels are not regulated, creating room for deceptive marketing tactics.
Packaging is also an area where the food industry is involved in greenwashing. Companies may use packaging that appears to be eco-friendly or biodegradable, but in reality these claims may be misleading. Such packaging may require specific conditions, such as industrial composting, to actually decompose, and if these conditions are not met, they may contribute to environmental pollution.
When evaluating a company's claims about its products, it is important to consider whether the company has provided any evidence to support those claims. This can be, for example, statistics or data that prove how the product benefits the environment. As with fashion brands, it is also worth checking with food companies if the company has any certificates.
Certifications such as USDA Organic or Fair Trade mean that the company has met certain standards and requirements. By familiarizing yourself with the certification criteria, you can determine whether it aligns with your own values and beliefs. In cases where a company is unclear or does not provide evidence to support its claims, it is important to question the validity of those claims and consider alternatives.