What is Greenwashing?
green · washing | noun
Any misrepresentation by an entity, such as a company, government, institution, or individual, to make a product, practice, technology, or policy appear environmentally friendly and safe for consumers when in fact, it is not.
As concern over climate change grows, so does consumer guilt. Many of us want to lower our carbon footprint and make choices that benefit the planet. Some people ditch single-use plastics for reusables, while others become more selective about the brands they support, opting for eco-friendly alternatives. Companies have taken notice of this demand for change. And now, many eagerly showcase their environmentally friendly products and initiatives. But how many of these brands are genuinely doing right by the environment and public health?
Too often, consumers fall for “green” Trojan horses — products wrapped in promises of sustainability that fail to deliver. Greenwashing preys on our desire to make ethical choices, using misleading labels and marketing tricks to exaggerate environmental benefits. From plastics falsely marked as “recyclable” to vague “carbon-neutral” claims, these tactics don’t just deceive — they often fuel our waste and climate crises, rather than slowing them down.
Why Unmask Greenwashing?
Greenwashing is more than just false advertising — it’s a serious obstacle to meaningful environmental progress. As consumers become more eco-conscious, they rely on companies to provide sustainable options that align with their values. However, when businesses lie about their “green” credentials, they undermine our ability to make informed decisions that not only impact our health, but also the health of our planet.
At its core, greenwashing capitalizes on good intentions. When we purchase a product falsely marketed as environmentally friendly, we believe we’re supporting positive change. This misdirection wastes our time and money while also allowing companies to continue harmful practices under the guise of sustainability.
The effects of greenwashing ripple well beyond individual purchases. It creates an uneven playing field, making it difficult for genuinely sustainable companies to compete. It also creates a false sense of security, allowing consumers and policymakers to feel like progress is being made when, in fact, these efforts are superficial. Tackling greenwashing is crucial if we’re to drive real change in the fight against the waste and climate crises. Companies need to be held accountable for the true environmental impacts of their products and operations.
How to Stop Greenwashing
Greenwashing thrives when we lack strong policies that hold companies accountable for their environmental claims. Across the country, efforts to pass truth-in-labeling laws aim to minimize customer confusion over what is actually recyclable and compostable — helping to ensure that sustainability claims are more than just a marketing spin. Without these protections, corporations can continue misleading the public while worsening the climate crisis.
One major step forward happened in 2021 when California passed the nation’s first Truth in Labeling law for plastic packaging. This law directly combats greenwashing by:
- Prohibiting non-recyclable packaging from displaying the chasing arrows symbol.
- Requiring plastic packaging to include a resin identification code (1-7) without misleading recycling symbols.
- Ensuring that claims about recyclability align with real-world recycling infrastructure.
This groundbreaking law paves the way for other states to pass stronger laws and regulations against misleading environmental claims. By closing loopholes that allow companies to avoid responsibility for false or misleading environmental claims, these policies help protect customers and ensure that sustainability promises reflect reality — not just marketing tactics.
But the fight against greenwashing isn’t ours to shoulder alone. Real change happens when policymakers, advocates, and communities push for stronger regulations that force companies to be honest. By exposing deceptive practices and demanding accountability, we can help shift the system toward real sustainability.
Watch our short video to learn more about the history of greenwashing and how we can fight it together.
Just Zero works to put truth back in the hands of customers when it comes to recyclability. If you’re interested in this issue, join us as we advocate for stronger labeling laws to fight against deception and greenwashing by subscribing to our emails.