Hiding Behind the Eco Label: Companies Utilize Greenwashing to Attract Environmentally Conscious Customers
Manufacturers, through marketing tactics, attempt to deceive consumers and convince them that their products are more sustainable than they actually are.
Greenwashing is a marketing strategy where companies make false or exaggerated claims about their products or practices to appear more environmentally friendly than they actually are.
In a survey conducted by the EU in 2020, it was found that 53% of environmental claims about products were "unclear, misleading, or unsubstantiated." Another survey in the same year revealed that 42% of eco-friendly products were suspected of being "false or deceptive" by authorities.
Organic cotton at the expense of exploited workers
Greenwashing is used to target consumers who are concerned about climate issues and are more aware of the environmental impact of their purchases. The fashion industry is one of the sectors that frequently engages in this marketing tactic.
The fashion industry is criticized for greenwashing as some brands promote a small number of sustainable products while continuing to produce a large quantity of unsustainable ones. This tactic, also known as "green sheen" or "green halo," creates the impression that the company is more environmentally responsible than it actually is.
It becomes particularly problematic when companies focus on one aspect of sustainability, such as the use of organic cotton, while ignoring other important issues like labor practices, water consumption, or carbon emissions.
While some fashion companies have started incorporating eco-friendly materials or production methods into some of their products, they often fail to address larger issues of excessive consumption and waste in the industry. Initiatives promoting recycling and upcycling may be promoted, but without considering the need to reduce overall production and consumption, these efforts may not have a meaningful impact on the environment.
The European Union is introducing sanctions
As consumers become increasingly aware of these tactics, there is growing pressure on fashion companies to adopt more comprehensive and feasible sustainability practices. The European Union plans to introduce "appropriate" sanctions to combat greenwashing, in which companies exaggerate their environmental qualities. According to The Guardian, these sanctions will be part of a broader package of measures aimed at facilitating consumer identification of genuinely sustainable products.
To uncover greenwashing in the fashion industry, it is important to ensure that brands have specific certifications such as GOTS (Global Organic Textile Standard), Fairtrade, or Cradle to Cradle. Additionally, it is crucial to carefully read labels that disclose the composition of products, indicating whether they are made from natural, renewable, or recycled materials.
Inadequate regulation in the food industry
The food industry is another sector susceptible to greenwashing. Companies may 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 contributes to greenwashing. Companies may use packaging that appears to be environmentally friendly or biodegradable, but these claims can be misleading. Such packaging may require specific conditions, such as industrial composting, to truly decompose, and if these conditions are not met, they can 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 these claims. This can include statistics or data demonstrating how the product benefits the environment. Just like with fashion brands, it is advisable to check if a food company has any certifications.
Certifications such as USDA Organic or Fair Trade indicate that the company has met certain standards and requirements. By familiarizing yourself with the criteria for certification, you can determine if they align with your own values and beliefs. In cases where a company is vague or fails to provide evidence to support its claims, it is important to question the validity of those claims and consider alternative options.