What is Greenwashing?
Greenwashing is when a company makes misleading claims about the environmental benefits or sustainability of their products or practices. Companies want to capitalize on consumers’ desires to be more eco-friendly, so they use vague language or misleading labels to make their products seem greener than they really are. This allows them to charge more for products without actually changing their harmful practices.
Some common examples of greenwashing in cleaning products include:
- Using images of nature and words like “eco-friendly,” “natural,” or “green” on packaging without specific sustainability claims
- Making vague claims like “plant-based ingredients” without transparency about what those ingredients are or what percent of the product they compose
- Claiming a product is “free of” certain chemicals when it still contains other harmful ingredients
- Promoting the recycling of packaging without reducing plastic usage overall
Why Do Companies Greenwash?
Companies greenwash to take advantage of growing consumer demand for eco-friendly products. They want to appeal to environmentally-conscious shoppers without investing in operational changes that would make their business truly sustainable.
Greenwashing allows companies to:
- Charge more for products marketed as “green”
- Avoid transparency about their environmental impact
- Delay costly changes to harmful business practices
- Appease eco-minded investors and customers without reducing environmental damage
Ultimately, greenwashing is profitable for companies. But it is misleading for consumers who trust the claims on packaging.
Recognizing Greenwashing Techniques
Here are some key techniques companies use to make false or misleading claims about a product’s environmental benefits:
Vague Language
Terms like “natural,” “green,” “non-toxic,” and “plant-based” are largely unregulated. Companies can use them freely without certifying the products as eco-friendly or providing evidence. Look for specific claims backed by certifications like USDA Organic, EPA Safer Choice, EWG Verified, etc.
Irrelevant Claims
Some claims promote one “green” detail to distract from larger unsustainable practices. For example, promoting recyclable packaging when most of the bottle is still plastic. Don’t be swayed by singular details meant to paint the full product as eco-friendly.
False Comparisons
Products might claim to be “greener than our previous formula!” or “50% more natural ingredients!” Beware of comparisons that don’t reveal specifics of the formulas or provide an independent standard. A product can be slightly better but still not that environmentally friendly.
Imagery and Design
Soothing images of nature and leafy green color schemes can make products seem organic and natural without evidence. Don’t judge eco-friendliness on appearance alone. Always check the specific claims and certifications.
Evaluating Green Cleaning Product Claims
When assessing if cleaning product claims are misleading or legitimate, here are some key questions to ask:
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Are specific ingredients and percentages disclosed? Vague claims about “plant-based” or “natural” ingredients are red flags. Legitimate products will transparently disclose ingredients and percentages.
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Is there an independent eco-certification? Credible third-party certifiers include EPA Safer Choice, USDA Organic, EWG Verified, Cradle to Cradle, and Green Seal. Products displaying these logos have undergone verification.
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Do claims match the full product? Beware of exaggerating small details like access to recycling programs. Evaluate if the whole product and company are environmentally responsible.
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Is there evidence of reduced environmental impact? Real sustainability improvements like reducing carbon emissions, plastic usage, and water pollution should be specifically quantified—not just claimed.
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Is sustainability prioritized over profit? Truly eco-friendly companies make substantive changes even if costs more. If environmentalism seems secondary to profit-making, be skeptical.
Choosing Truly Eco-Friendly Cleaning Products
When selecting genuinely green cleaning products, prioritize these characteristics:
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Natural plant-derived ingredients – Look for real plant oils, enzymes, and minerals versus petroleum-based chemicals.
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Concentrated formulas – More concentrate uses less packaging and reduces carbon footprint in transportation.
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Third-party eco-certifications – Credible logos like EPA Safer Choice and USDA Organic confirm environmental responsibility.
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Companies committed to sustainability – Seek brands making substantive green changes, not just marketing claims.
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Fragrance-free options – Avoid synthetic “fragrance” with hidden chemicals. Opt for naturally scented or fragrance-free.
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Non-toxic to aquatic life – Choose plant-based formulas that won’t pollute ecosystems when rinsed down the drain.
With so many misleading claims, finding truly eco-friendly cleaning products takes diligence. But the effort protects both human health and the environment. Shop carefully, double-check claims, and vote for honest sustainability with your dollars.
