Sayantani exposes the deceptive tactics of greenwashing, urging DifferentTruths.com readers to demand genuine corporate transparency and practise informed, mindful consumption.

While walking through the aisles of supermarkets, we stop not just for what we are looking for but also to recognise the overwhelming number of similar products. This awareness can help us avoid getting confused and forgetting our original shopping purpose.

The revolution begins when we find these tags:

• “Eco-friendly.”
• “Natural.”
• “Organic.”
• “Planet safe.”
• “Green.” etc.

From clothing and toiletries to food products, sustainability has proved to be the most powerful and smart marketing language of the decade. But behind these attractive ‘green labels’, the question remains unanswered: how authentic is the term sustainability?

As ardent followers of minimalism and a sustainable lifestyle, we often find the answer uncomfortable for people like us. Some global research suggests that the brands that make environmental claims make a larger portion of them exaggerated, misleading, and simply unverified.

We remain largely uninformed, which contributes to one of the most significant ethical dilemmas of today’s consumer landscape: the pervasive issue of greenwashing.

The Term ‘Greenwashing’

Jay Westervelt first coined the term “greenwashing” in the 1980s, drawing on his observation that hotel management encourages guests to reuse towels to save the environment. However, he questioned whether these companies were genuinely making efforts to reduce their environmental impact.

If you carefully consider the use of unclear environmental language and the tendency to share fewer ingredient lists with misleading labels, you will see how selective information can create the impression that certain products are environmentally friendly. However, the question remains: Is the underlying process largely unchanged?

Today, greenwashing has become a sophisticated branding strategy. Some common features to help understand these tactics include:

•       Using terms like ‘green’, ‘natural’, and ‘eco-friendly’ without any valid certification.
•       Highlighting one or two sustainable ingredients and ignoring the rest of the supply chain
•       Promoting some minor changes as a major and revolutionary environmental breakthrough
•       Designing the packaging with various shades of green and nature imagery.

It is a complicated area, as many countries do not regulate the term legally, which gives companies substantial freedom in how they communicate the term “sustainability”.

The Rise is ‘Green Trade’

There has been a sudden surge in global demand for sustainable products, which has exploded over the last decade.

NielsenIQ, in 2023, published a global consumer report showing that over 78% of consumers consider a sustainable lifestyle important. More than 66% are willing to pay for environmentally friendly products for their daily use, and among the younger consumers, the numbers are even higher.

The inclination towards buying natural or nature-based products has opened up enormous opportunities for companies. According to the market research and consumer data, sustainable product marketing will reach over 150 billion by 2027.

Crafting an authentic, sustainable product can be challenging and time-consuming, yet it also presents exciting opportunities to improve sourcing, manufacturing, and marketing that benefit both consumers and the planet.

This is the moment when greenwashing quietly emerged as a significant concern.

Reality Behind The ‘Green’ Claim

Several International Investigations have been done for years on the problems. In 2021, the European Commission analysed the claims of European companies that achieved exceptional results. Around 53% of the claims regarding environmental subjects were inadequate and misleading. And almost 40% of those claims lacked supporting, honest evidence.

Among them, a clearer example can be found in the fashion industry. The United Nations Environment Programme (UNEP) reported that the fashion industry is responsible for 8-10% of global carbon emissions and for 92 million tonnes of textile waste every year.

When we consider a brand’s ‘green collection’, which represents only a portion of its total offerings, we should recognise that it does little to alter the overall global environmental impact.

Essential Measures to Safeguard Consumer Rights

Greenwashing does not just mislead shippers; it also erodes trust among the general public. Aware consumers doubt companies’ sustainability claims about their environmental commitments. The main issue, as a result, is that authentic brands struggle to balance clever marketing and genuine sustainability.

As a result, even after practising environmentally responsible manufacturing and investing in fair labour practices, they struggle against established brands that spread the green message.

Yet there are few practical ways to avoid greenwashing due to limited awareness, which can make a big difference in making smart, responsible choices. 

Read Beyond the Label

Check the list of manufacturing details and ingredient lists. There are several authentic websites where you can cross-check the information. Terms like ‘green’, ‘natural’, or ‘eco-friendly’ need more authentication and legal definition.

Look for Certification

Reliable certification is another key to verifying the product. To receive certification of genuineness, a product must pass various tests to meet the required ethical and environmental standards. Certifications from the Forest Stewardship Council (FSC) or Fairtrade International are considered authentic third-party certifications for green checking.

Do Not Count on Single Ingredients

When shopping, it’s easy to focus on one appealing ingredient and miss the entire label. Marketing often highlights a single eco-friendly aspect while hiding harmful ingredients.

Let’s read carefully and make informed choices that reflect our values for a healthier lifestyle.

Just one sustainable component does not make the entire product safe.

Research About the Product Rather than the Brand

To rely on a product’s sustainability, you will need to understand the brand’s words, vibe, and overall philosophy. Transparency of the brand will be visible through its sustainability goals, carbon-reduction agenda, or supply-chain details.

Greenwashing often leans on aspects that consumers overlook. However, awareness is increasing, and manufacturers are working towards transparent and measurable practices. The effective story will be one hundred per cent genuine efforts to reduce environmental harm.

Picture design by Anumita Roy

Sayantani Mukhopadhyay

Sayantani Mukhopadhyay is a writer with a bold passion for journalism and empowerment. She holds a background in English Literature, Human Resource Management, and Mass Communication and Journalism. Her work blends critical inquiry with people-focused insights, centring on sustainability, social issues, and conscious living. Through authentic and research-driven storytelling, she strives to amplify voices, challenge norms, and inspire collective awareness and action.