How to spot greenwashing in the wild.
Greenwashing is when a product or company is made to look better for the planet than it really is. It's everywhere, and it's often subtle. The "sins of greenwashing" were first set out by environmental marketing firm TerraChoice in the late 2000s, and they're still a handy field guide today. Here's how each one looks, and where you'll find it.
1. The hidden trade-off
A product is called "eco-friendly" on the strength of one small feature, like a compostable mailer or a recycled-paper swing tag, while the bigger impacts go unmentioned. If the product itself is made from synthetic fibres, or its manufacturing uses huge amounts of water or energy, that one green detail doesn't make the whole thing green.
2. Vague is the word
A claim so broad or fuzzy that it's hard to know what it means. "All-natural" is a long-time favourite. Natural doesn't automatically mean green, safe or sustainable: arsenic is natural, and it's also poison. "Eco", "green" and "non-toxic" are in the same boat when there's nothing specific behind them.
3. Where's the proof?
A big environmental claim with no accessible evidence or reliable third-party certification behind it. Think "Made with 80% recycled material!" with no detail on what, or how it was checked.
4. Plain irrelevant
Something that's technically true but tells you nothing useful. Boasting that a product is free from a chemical that's already banned, for example. True, but every product on the shelf can say the same.
5. The lesser of two evils
A claim that's true within its category but distracts from the bigger problem. The classic example: "organic" cigarettes. Organic tobacco is still tobacco.
6. Worshipping false labels
Words or images designed to look like a third-party certification when no such endorsement exists. A leafy badge with a nice slogan isn't a certification unless an independent scheme actually stands behind it.
7. Fibbing
The simplest sin: claims that are just untrue. Saying a product is certified when it isn't, or that it's made from something it's not.
Bonus: insert wholesome, irrelevant image here
Not an official sin, but a personal favourite. Watch for awe-inspiring forests, cute animals and people planting trees on the packaging of products that have nothing to do with any of them.
What this means in Australia
In Australia, environmental claims are covered by the Australian Consumer Law, and the ACCC has made greenwashing a priority. Its internet sweep of environmental claims found more than half of the businesses it reviewed had made concerning claims. It then published guidance for businesses setting out eight principles for environmental claims:
- make accurate and truthful claims
- have evidence to back them up
- don't hide or leave out important information
- explain any conditions or qualifications
- avoid broad and unqualified claims
- use clear and easy-to-understand language
- use visual elements that don't give the wrong impression
- be direct and open about your sustainability transition
It's a good checklist for shoppers, too. If a claim is vague, unproven or a little too good to be true, it's worth a second look.
How we keep ourselves honest
We hold ourselves to the same standard. That's why we've been going back through our own website and tightening up anything that went further than we can back up.
So here's exactly what we say, and why. Our Cling Wrap and Food Storage Bags are made from bioplastic and certified home compostable. Our Baby Wipes are made from timber viscose and certified to OEKO-TEX® STANDARD 100 Class 1. Our Commercial Cleaning Cloth is certified biodegradable in soil, so it breaks down without a compost heap and can go in your home compost too. Each of those certifications is independent, not a slogan.
And we're open about where we're still heading: our goal is to move completely away from petroleum-based polymers through our own materials R&D. More on that in the ZERO brand promise.
Further reading
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