GREENWASHING

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GREENWASHING

Greenwashing is the umbrella term used to describe when a brand makes a misleading claim or inference to a ‘green’ product benefit (such as an environmental, health, or wellbeing benefit).

Have you ever heard of words such as:
All natural
Biodegradable
Eco-friendly
Chemical free
Dermatologist recommended
Earth friendly
Extracts
Gentle
Green
Mineral
Herbal
Natural
Natural fragrances or essence
Non-toxic
Oil free
Organic – if not legally certified
Paraben free
Plant-based
Pure
Raw
Recyclable
Sensitive
Silicone free

Most of these terms are unregulated and can be used with no real meaning.

This type of marketing can be done with the use of images or packaging design that would make consumers believe the product is all natural. Ie a flower or leaf on the bottle can signify to consumers that the product is from nature.

Green”
This statement is very vague and conveys little information to the consumer other than the message that your product is in some way less damaging to the environment than others. This term invites consumers to give a wide range of meanings to the claim, which risks misleading them.

‘Environmentally friendly’ or ‘environmentally safe’
These claims are also vague and could potentially mislead consumers into thinking that the product causes no harm to the environment in its production, usage and disposal. Few, if any, products could make this claim. Almost all products have some adverse impact on the environment in their manufacture, packaging, use or disposal.

Don’t just assume that because it has a flower on it, it’s safe! READ YOUR LABELS!!

Tell me what products have you been greenwashed on?