7 Greenwashing Red Flags to Look Out For: Spotting Examples of Greenwashing

Sami Hoeldtke
7 days ago
4 min read

If you are trying to do your part and help our environment by shopping more sustainably and supporting brands that are putting in the work, you have probably been a victim of greenwashing. Greenwashing is when misleading or false claims are made about the impact something has on the environment; essentially, tricking consumers. So how do you know if these claims are true, or if you're being tricked? Keep reading to learn 7 red flags of greenwashing so you can keep an eye out and not be fooled.

What Are Some Examples of Greenwashing?

The topic of greenwashing can be frustrating and confusing, as it is based on deceit. You think you're doing the right thing, shopping "eco-friendly" and "sustainably", which is exactly why false claims are made, to get people to spend their money under the assumption you're doing your part, when in reality, the claims might be entirely false. Some products and services tell the truth, but can be overshadowed by large false claims of their competitors. In short, they say one thing and do another. Check out this list for some recent examples.

So, how do we know when we are being fooled or not? It all comes down to digging a bit deeper and doing some critical thinking. While it is not fair it's up to the consumer to decipher through the marketing strategies of major companies, now that we know better, we can make more informed decisions. Here are 7 greenwashing red flags to look out for, and look into if you see them so you can make sure your dollar is going to brands you want to support.

7 Greenwashing Red-Flags: What To Look Out For

Vague or "Fluffy" Language

Check out the packaging or claims made by a service to see if they use vague language surrounding environmentalism. A lot of these terms, like "clean", "green", or "conscious", for example, have no concrete legal meaning. This means there are no regulations for how they are used in marketing since there is no set standard on how to measure these claims. Dig a little deeper to see what work is actually being done to support these terms, if any.

The Color Green

As ridiculous as this might sound, you would be shocked at how much influence colors have on people's perception of a product or service. The color green is associated with nature, recycling, sustainability, etc., and so using the color in packaging or advertisements can signal that a product is "eco-friendly" when really, it's just literally green.

Lack of Statistics and Numbers

If there are bold claims associated with a product or service, but no numbers to back them up...think twice about it. If there is truly good work being done to protect our environment, it should be showcased so the data can speak for itself and back up those claims. Not disclosing data is a big red flag and should make you think twice.

On the flip side, if there are statistics to back it up, such as "...reduced our carbon emissions by 17% in 2024." There is a better chance those numbers are true. A lack of numbers means there is no accountability.

False Recycling Claims

This one is a bit disheartening and unfairly puts responsibility on the consumer. There have been instances where a product or its packaging claims to be recyclable, but is in fact not made of a material that is commonly processed at standard recycling plants. The recycling bins that consumers put out and are collected do not always go to the same facilities as industrial recycling waste. So, when you think you're buying recycled packaging, you might not actually have any way to recycle it. Make sure to check for the recycling number within the triangle of arrows if you live in the USA to see if it is easily recyclable. For more information on recycling, check out our article on the recycling process here.

Nature Aesthetic Packaging

Similar to the color green, imagery of nature, like waterfalls or flowers, should make you think twice. There is no regulation regarding the use of natural landscapes or other environmental-related imagery and its tie to any claims regarding sustainability or environmentalism. Just because something looks natural doesn't mean it is. Dig deeper to see what the company is actually doing.

"Refillable" Packaging

The concept of refillable packaging, or buying separate refills for a product, is to, in theory, reduce waste as you are able to use the same container and keep refilling it. Think of hand soap for example. You buy one container with the bottle and pump top, and then keep refilling the same container with refills of soap once it empties. Some companies are doing really cool and inventive things here, and are putting in the work to be more eco-friendly and reduce waste. However, this has also become a marketing ploy in recent years. If something is marketed as "refillable" and yet the refills themselves all come in their own separate containers...no waste is being reduced, as you are still buying a new container every time, just as you would be if it weren't refillable. Use your discernment to see if any waste is actually being reduced here.

Irrelevant Claims
Take a moment to consider if the claims being made are actually relevant to the product or service at hand. Sometimes, an "eco-friendly" sounding claim will make its way on the packaging of a product to make it seem more sustainable, when in reality the claim has nothing to do with the environmental impact of that specific product, though it is technically true. For example, chlorofluorocarbons have been banned worldwide for decades, but a cleaning product may say "CFC-free" to make it sound like a safer product. While the claim may be technically true, it is misleading to consumers. Similarly, a claim of "all-natural" being on the packaging of a food product like fresh herbs may make them sound like the more sustainable choice, when in reality, it is just a statement of the obvious.

Conclusion

While stricter regulations are needed to ensure true environmental claims are being made by products and services, as consumers we have a responsibility to use what we know and support sustainability efforts, even with our dollar. By using more discernment and knowing what to look for, you can spot greenwashing and ensure you are purchasing from those who are putting in the effort. Always look beyond the label, and raise an eyebrow at broad and un-backed claims.