HOW TO AVOID GREENWASHING

In most cases, customers are not aware of the greenwashing practices done by these companies. However, ignorance is no excuse. Therefore, this section is dedicated to raising awareness on how to avoid greenwashing as a consumer. The first thing that people should look out for is the use of vague buzzwords in products. Some of these are easy to point out such as chemical companies that claim that their products are "all-natural." In such cases, people should look beyond the buzzwords and taking time to research the brand and its actual practices. In other cases, customers should be on the lookout for approved seals for sustainable companies.

Another thing that customers should look out for is idyllic imagery which is the visual representation of buzzwords. Such products usually lean heavily on having a green aesthetic such as earth tones which project the image that the product is from the earth. Other times, companies may include images of tropical forests, mountains, or animals to make the impression that these products are of benefit to wildlife or to nature. To avoid falling for these tactics, be sure to research the companies, and actually read the food labels.

Another way to detect a greenwashed product is the lack of transparency, especially for fast fashion products. In most cases, sustainable companies usually document their sustainability processes, practices, and standards in order to inform their customers of their commitment to this case. However, companies that are not entirely sustainable tend to shun away from making such discussions on their websites. Most of the time, these companies depend on vague, seemingly positive words. Another thing to look out for to show that a brand is not sustainable and might be greenwashing is if the site contains hundreds of options. Typically, sustainable brands will focus more on perfecting a select amount of classic styles.

Customers should also be on the lookout for irrelevant claims such as those that are “technically true” but not relevant. One example is a “CFC-Free” branding which is irrelevant since CFCs are banned by law. Therefore, this is not exactly an indication of sustainability or environmental friendliness. Further, companies claiming to be greener than their competitors are most often unsustainable especially when the larger industry is known for engaging in unsustainable practices. Finally, boycotting companies that use greenwashing business tactics will make them realize the essence of sustainability