Is Your “Eco-friendly” Product Hiding a Dirty Secret?

Key takeaways:

• Greenwashing tricks consumers into thinking a product is more conscious than it actually is.
• Buzzwords and vague claims are often used to overwhelm shoppers while masking harmful practices.
• Nature-inspired visuals and unverified logos can also be clever marketing tools.

As the New Year rolls in, we all love setting fresh goals and resolutions, right? Well, here’s one that should top your list in 2025: spotting greenwashing like a pro. As the truth behind the label matters more than what it carries, it’s time to get savvy about which products are really conscious. 

But first, let’s start with the basics: what exactly is greenwashing? It’s when consumers are misled into believing that a business is more environmentally responsible than it truly is – diverting attention from actual solutions and meaningful actions on climate change. [1]

You might think you’re immune to these tactics, but that’s not so elementary, Watson. Brands cleverly weave subtle deceptions into their messaging, making it difficult for even the most attentive consumers to tell the difference. Read on: we will uncover some of these lies. 

Lie #1: “Made with natural materials”

We have all seen labels boasting “natural”, “eco-friendly”, and “green” terms. Sounds reassuring, right? But these words often come without real proof or recognized standards to back them up. 

A study from 2020 highlighted that 53.3% of environmental claims in the EU are vague, misleading, or unsubstantiated, and 40% have no solid foundation at all. [2]

Take a cotton shirt proudly labeled as “made with natural materials”. Seems like a great option for mindful shoppers: but this doesn’t necessarily guarantee that it’s free from harmful ingredients or made responsibly. While it may contain some raw ingredients (like cotton or other fibers) it could still be dyed with synthetic chemicals (definitely not “natural”). 

But let’s also learn not to judge a book by its (greenish) cover. Another common tactic brands love?

Lie #2: “Green”

Overusing green visuals, like nature-inspired images and leafy elements. Ever picked up a product just because its packaging looked “recycled” or featured a forest? If so, you’ve probably been a victim of greenwashing.

These designs are often just a marketing tactic meant to evoke a sense of responsibility, even when the product doesn’t meet such standards.

Greenish elements boost consumer trust through positive advertising responses. [3] But just as all that glitters isn’t gold, all that’s “green” may simply be a carefully crafted illusion.

Let’s go back to the cotton shirt: maybe its label also features a minimalist green tree, symbolizing forests and evoking consciousness. But, like many fast-fashion items, it could also have been produced using excessive water or toxic ingredients that actually harm ecosystems. And sometimes, these graphics come with…

Lie #3: “Eco-certified”

…Pseudo-certifications. Yes, some brands also create self-proclaimed seals of approval with no grounding in recognized standards, giving the false impression of positively impacting the environment.

Shockingly, even the most respected labels can sometimes struggle to ensure positive environmental impact… [4] let alone the fake ones!

Our cotton shirt might also read “eco-certified” but a closer inspection could reveal that such a logo isn’t recognized by credible organizations (i.e., OEKO-TEX®) or certifications – such as the Global Organic Textile Standard (GOTS), the People for Ethical Treatment of Animals (PETA), the Recycled Claim Standard (RCS) or the Blusigned®. You can deepen your knowledge even more here: https://www.econyl.com/glossary/. 

Without proper and reliable information, these claims and certifications mean little, if anything.

A sneak peek to our next article

Next time you shop, take a moment to decode claims, visuals, and certifications. And this also applies to carbon offsetting: in our next article, we’ll explore whether it truly helps or merely serves to greenwash the issue. Stay tuned to find out!

[1]“Greenwashing: the deceptive tactics behind environmental claims”, United Nations, available at: https://www.un.org/en/climatechange/science/climate-issues/greenwashing
[2]“Consumer protection: enabling sustainable choices and ending greenwashing”, European Commission, available at: https://ec.europa.eu/commission/presscorner/detail/en/ip_23_1692
[3]“A green picture is worth a thousand words?: effect of visual and textual environmental appeals in advertising and the moderating role of product involvement”, journal of promotion management, available at: https://www.researchgate.net/publication/276416645_A_Green_Picture_is_Worth_A_Thousand_Words_Effects_of_Visual_and_Textual_Environmental_Appeals_in_Advertising_and_the_Moderating_Role_of_Product_Involvement
[4]“Destruction: certified”, Greenpeace, available at: https://www.greenpeace.org/international/publication/46812/destruction-certified/