What is greenwashing and how do I avoid it?

Greenwashing in recent years has become a prominent issue in public discourse and a major area many brands now must tackle.

Greenwashing is a marketing strategy whereby a company makes false or misleading claims, promoting itself as more environmentally conscious than they actually are. The key indicator is that there is a discrepancy between what they say and what they actually do.

Examples of this could include:

Claiming a product is 'organic' or 'recycled' when only a fraction of the product is actually organic or recycled
Use of vague terminology ('a sustainable product' 'environmentally-friendly fabrics' etc)
They lack specific information on the materials they use, where they manufacture, what policies they have on ensuring fair wages, safe working conditions, how they are reducing their environmental impact
They donate a small number of profits to a charity partner to combat environmental/ social problems yet their products contribute to the issue.
Promotion of a 'green' or 'sustainable' collection or line when the rest of their products do not follow the same standards

Environmental messaging from brands whose business models are based on large-scale production and high consumption

How to avoid greenwashing

Rule 1: Clearly explain the sustainable qualities of your collection/ product

Make your claims clear and easy to understand.
Be specific. Do not use jargon, misleading language, or buzz words like 'sustainable', 'green', 'eco', or 'environmentally friendly'.
Don't give the impression that a product, its components or packaging are more sustainable than it really is.

For example:

Use specific units of measurement.
For example - mention 70% organic cotton in your care label instead of leaving customers thinking it’s entirely organic.

Rule 2: Back up your sustainability claims with facts & keep them up to date

Prove that your sustainability claims are factual with evidence that can be verified.
Check regularly if your statements still hold up.

For example:

Use the international standards of trusted organizations and certification standards (e.g. ISO, GOT, GSR)

Rule 3: Be honest and specific about your brand’s sustainability efforts

Distinguish between general info about the sustainability of your brand and specific info about the benefits of an individual product.
Give concrete information about your initiatives and plans regarding sustainability instead of vague or unclear statements about your company's commitment and core values.
Any statement about sustainability ambitions must be in proportion with your actual efforts.
Only use claims about future goals if these are clear, concrete, and verifiable (e.g. in your strategy).

Rule 4: Make sure visual claims and labels are helpful rather than confusing or misleading

Only use symbols, pictograms, or labels that support your claim, and that do not give a false impression about your product’s features (e.g. trees or the colour green).