When you walk through a shop and see words like “eco-friendly,” “natural,” or “green” plastered across packaging, it feels like you’re making a good choice. You grab the recycled toilet paper, the organic shampoo, the plant-based washing-up liquid, and carry on, thinking you’ve done your part for the planet. Of course, there’s a catch: not everything that looks environmentally responsible actually is. This is where the term “greenwashing” comes in.
Greenwashing is when a company gives a false or misleading impression of how environmentally sound their products, practices, or policies are. It’s all style, no substance. And as consumers become more eco-aware, companies are getting sneakier about it.
From airline ads that boast about “carbon-neutral” flights to food brands shouting about being “plastic-free” while still relying heavily on non-compostable materials, greenwashing has spread across industries. It’s now a multi-billion-pound marketing strategy, with companies banking on the fact that most shoppers won’t look too closely at the claims.
So how do you spot greenwashing? And how can you make genuinely informed choices in a world full of half-truths and clever branding? Here’s what you need to know.
What is greenwashing, exactly?
The term was coined in the 1980s by environmentalist Jay Westerveld. It came out of frustration with hotel signs that asked guests to reuse towels “to help the environment,” while the hotels themselves did little else to reduce waste or operate sustainably. It was a classic case of distraction, pointing to one small effort while ignoring the bigger picture.
Since then, greenwashing has evolved. It’s not just limited to shallow eco-claims anymore. Companies have entire sustainability departments focused not necessarily on making actual improvements, but on finding new ways to appear as though they are. Greenwashing now includes misleading labels, vague mission statements, flashy “green” campaigns, and partnerships with sustainability influencers.
A 2021 study by the European Commission found that more than 40% of environmental claims made online were unsubstantiated or misleading (source). The UK’s Competition and Markets Authority (CMA) has since released a Green Claims Code to crack down on this, urging companies to provide clear, accurate, and verifiable environmental information. But despite these efforts, greenwashing remains widespread.
Common signs of greenwashing
Here’s how you can start telling the difference between genuine sustainability and a bit of clever marketing.
1. Vague or meaningless terms Words like “eco-friendly,” “green,” “natural,” or “non-toxic” often aren’t legally defined, and companies know it. These terms sound positive but can mean absolutely nothing in practice. Always look for specifics: Is the product made from recycled materials? Is it biodegradable within a reasonable timeframe? Is there a third-party certification?
2. Overstating one green feature A product might be made with recycled plastic, but come wrapped in three layers of non-recyclable packaging. Or a company might launch a “sustainable” clothing line while producing millions of fast fashion items on the side. This tactic is often referred to as “green hushing” or selective disclosure. It draws attention to a small win to mask a much larger environmental footprint.
3. Pretty packaging tricks Be wary of packaging that uses earth tones, leaves, or water imagery to look green without backing it up. Just because something gives off a sustainable vibe doesn’t mean it actually is. Aesthetic design is powerful, but it’s not evidence. Check for ingredients, traceable sourcing, or certifications like Cradle to Cradle, Blue Angel, or EU Ecolabel.
4. No proof or third-party verification Real sustainability claims come with data. Look for trusted certifications like B Corp, Rainforest Alliance, Soil Association, or FSC (Forest Stewardship Council). If a product makes bold claims but has no verification to support them, be cautious. Genuine transparency often includes full reports, carbon tracking, and impact assessments.
5. Dodging the real issue Some companies create flashy green initiatives that distract from their overall environmental impact. Think plastic-neutral products from companies that produce millions of tonnes of packaging, or fossil fuel brands investing in renewables while actively drilling for oil. This is often called “green distract and deflect,” focusing on minor projects while the core business remains harmful.
6. Offsetting without reducing Carbon offsetting can be a valid part of a larger sustainability plan, but it’s not a solution on its own. Some companies buy cheap offsets while continuing business as usual. If you see a brand bragging about being “carbon neutral,” dig deeper. Have they actually reduced emissions, or are they just paying to cancel them out on paper?
7. Short-term campaigns over long-term change If a brand only talks about sustainability during Earth Month, it’s worth asking why. Real change shows up in year-round practices like sustainable sourcing, ethical labour, low-impact production, and continual improvement, not just in seasonal ads.
Examples of greenwashing in the real world
H&M’s “Conscious” collection H&M launched a line called “Conscious” that claimed to use sustainable materials. But in 2022, it was called out for misleading claims after an investigation by Quartz. Items were found to be no more sustainable than others in their line, and some labels exaggerated environmental benefits. The controversy highlighted the risks of broad labels with little backup.
Volkswagen’s diesel scandal In 2015, Volkswagen was exposed for installing software that allowed diesel cars to cheat emissions tests. These vehicles had been marketed as low-emission and environmentally friendly. The real emissions were up to 40 times higher than permitted. It was one of the most high-profile greenwashing cases to date, and resulted in billions in fines.
BP’s Beyond Petroleum campaign British Petroleum rebranded itself in the early 2000s with a focus on renewables. The “Beyond Petroleum” campaign painted a picture of transformation. But the company continued to invest heavily in oil and gas. As of 2023, the majority of BP’s investments still go toward fossil fuels. A ClientEarth report highlighted how misleading climate-focused messaging can derail genuine action.
Nestlé’s plastic pledges Nestlé has made several pledges about reducing plastic waste and increasing recyclability. But a 2021 report by Break Free From Plastic ranked Nestlé among the world’s top plastic polluters—for the third year in a row. Promises without follow-through are another classic greenwashing move.
How to shop smarter and see through the spin
Look for transparency. Brands that are genuinely trying will usually offer clear, honest details about their materials, supply chains, and environmental impact. They’ll often admit what they haven’t figured out yet, and show how they plan to improve. Vague language is a red flag. Honesty is a green light.
Use trusted resources. Websites like Good On You rate fashion brands based on environmental, ethical, and labour standards. Ethical Consumer ranks companies across various sectors, helping you make informed purchases. EcoLabels.org offers a global directory of green certifications to help decode what symbols mean.
Question buzzwords. “Biodegradable,” “eco-plastic,” “clean,” and “sustainable” are often used loosely. Look into what those terms mean in each case. For example, biodegradable plastic may only break down in industrial composting facilities, not in your garden bin.
Choose durability over trends. Long-lasting, repairable, or timelessly designed products are usually better than new “green” launches. Often, the most sustainable thing you can do is to buy fewer things, especially if they’re made to last.
Go beyond the product. Sustainability isn’t just about what’s sold—it’s about how a company behaves. Look into their supply chains, treatment of workers, transport methods, and political lobbying. Some brands sell “green” goods while backing anti-climate policies behind the scenes.
Watch out for influencer marketing. Many brands pay influencers to promote eco products without much scrutiny. That doesn’t mean the products are bad, but it’s wise to look for reviews or feedback from people with a history of environmental advocacy, rather than those just doing one-off brand deals.
Why it matters
Greenwashing isn’t just annoying; it’s harmful. It misleads well-meaning people, allows bad actors to continue business as usual, and drowns out smaller companies doing real good. When fake green claims crowd the market, genuine sustainability struggles to stand out.
It also breeds cynicism. If people feel tricked, they might give up on eco efforts altogether. That’s a big loss because consumer power does drive change. But only when it’s directed at the right places. In a world where climate action is urgent, we need truth, not spin. Holding companies accountable, and choosing better when we can, is one of the simplest ways we can help.
Try not to get too discouraged
It’s easy to feel cynical when you realise how much greenwashing is out there. But don’t let that stop you. There are companies doing things the right way, and your choices still matter. Just keep your eyes open, ask questions, and dig deeper when something seems too good to be green.
Call it out. Share what you learn. And remember: sustainability should never be about smoke and mirrors. The more we strip away the marketing gloss, the closer we get to real change. With informed, persistent consumers, we can shift from hollow promises to genuine progress.