Greenwashing: What is it and How to Spot It?

By Katherine Dawson

Greenwashing: the process of conveying a false impression or providing misleading information about how environmentally sound a company’s products are. Maybe you’ve heard the term. Explicitly or implicitly, this marketing scheme has probably duped us all. Coined in the 1980s, the term Greenwashing spawned a variety of predecessors. Tools like Rainbow-washing or Fem-washing also appropriate and capitalize on consumers’ interest in social advocacy. 

Conscious consumerism is a necessary part of activism, and it’s vital to the environmentalist movement. Shopping local, skipping fast-fashion fads, or buying second-hand are all meaningful ways to reduce our environmental impact. But given Greenwashing’s often covert appearance, how do we differentiate between the facade and the real thing? To seasoned activists, it might seem obvious that big names like Amazon or Apple do not (can not) produce environmentally friendly products. But mechanisms like packaging, key phrases, or seemingly progressive campaigns deceive us. We want to believe we shop ethically, of course. Unfortunately, our current consumer climate makes this desire difficult to fulfill. 

Everyone’s favorite coffee brand perpetrated one prominent example of greenwashing. In July of 2018, Starbucks banned the sale of plastic straws in stores. The wasteful utensil got a bad name after a video of a wounded turtle with a straw lodged up its nose circulated on the internet. Consumers demanded change, and, to its credit, Starbucks delivered. The chain introduced Nitro lids, a replacement that requires the use of more plastic than the original plastic straws. Though recyclable, it's naive to suggest their introduction will impact the world’s supply of plastic waste -- only 9% of plastic is recycled. 

So, what can you do to evade Greenwashing? Be on the lookout for common branding tactics. Phrases like “all-natural” or suggestive imagery like forests or waterfalls might imply a level of eco-friendliness. Research, as always, is another means of avoiding green-washed products. Before purchasing, do a quick google search. Even that can give great insight into a brand's environmental footprint. Or look for products with credible third-party certifications. 

Ultimately, individual action, such as consumer activism, cannot solely reverse climate change. But what we buy and what companies produce matter. Our purchasing power can drastically shift the market in the environment's favor. And we have a responsibility to hold both corporations and the government accountable. And they have a responsibility to us and our planet.