How To Spot “Greenwashing” & What To Do

We’ve all been there. You fall in love with a company, only to hear later that their products are unsafe, or their manufacturing processes are less-than-savory. Perhaps they find their way back on the right track...Or perhaps there are alternatives out there for you.

We hope to provide you with strategies to help avoid that fall in the first place.

What is "greenwashing" anyway?

If a company or product presents itself as sustainable, but they use harmful ingredients in its products or processing, that’s deceptive. This strategy is known as “greenwashing” or the “green sheen” that companies paint themselves with. 

Understanding Labels

When you see “biodegradable” on a package, this simply means that the material inside will eventually break down if it ends up in a landfill. In that process, it will produce greenhouse gases, like carbon dioxide (CO2), methane (CH4), nitrous oxide (N2O).

As these absorb into the atmosphere, they collect and trap heat, radiating it back down onto the earth, warming the planet. That’s not a win, win.

Sometimes, you’ll see “environmentally-friendly” on a package which suggests the contents within are safe for the environment, perhaps biodegrading in less time than average. What average? Companies are not obligated to say, and there is no “industry average” to fall back on as a reference.

The catch is, sometimes these terms are often pure marketing. They sound good on labels, and they make us feel like we’re making a difference.

However, unless you really investigate the materials that go into a product (or its manufacturing), you may buy something you might not otherwise.

How do I spot "greenwashing" in what I buy?

1. Pay attention to your favorite companies.
Did they change their name? Their packaging? Their logo or tagline? Why? Was it to appear more “green” this year?

Or, did they actually transform their products and manufacturing processes? You can read their press releases to better understand their motivations.

2. Packaging can be misleading.
Colors like greens, browns, and whites give the appearance of being more earthy or pure, but that’s like holiday gift wrap. You don’t know what’s inside until you peel back the layers.

Flip the package over and read its back. How is it made? What ingredients do they list? Do they have a corporate sustainability promise that you can read and easily understand?

3. Sometimes, companies screw up.
Perhaps there is a harmful ingredient that made its way into a recent shipment that sold to the public. Maybe they issue a recall. How do they react? Do they compensate those who may have been harmed? Do they retool their processes? Or, do they simply throw money at the problem or donate to a charity to distract?

Reading about these events can help you discern between companies who feel remorse for their missteps and those who use PR to “fix” their reputations.

Okay, and what are some examples?

Tide Free and Gentle Liquid Laundry Detergent

In its own words, Tide describes its product as a “powerful, hypoallergenic laundry detergent that is free of dyes and perfumes.” It also boasts being recognized by the NEA (National Eczema Association) and the NPF** (National Psoriasis Foundation). 

But read closer at the fine print on its Free & Gentle product page, and you’ll notice the footnote that reads “**based on exclusive partnership with the NPF.” 

In other words, they have a cooperative agreement with the National Psoriasis Foundation for an endorsement. 

And on their Original Scent product page, you’ll notice that their #1 recommendation is “*based on co-marketing agreements.” 

Basically, washing machine makers and Tide got together and said, “Let’s call each other #1.”

The tagline “free & gentle” was not always part of their marketing strategy. They consciously departed from their classic orange-and-blue look to a mostly-white alternative with a see-through blue cap. This move communicates cleanliness and purity. 

Most concerning is the science. Tide Free & Gentle scores an F with the Environmental Working Group. They list “some concern” for its environmental drawbacks, as well as association to cancer and skin irritation and allergies. It lists “high concern” for “developmental and reproductive toxicity,” as well as moderate concern for asthma and respiratory issues. 

Perhaps not so “perfect to use on baby’s sensitive skin,” as Tide promotes.

 

Kraft Foods’ use of “Sensible Solution”

According to their 2007 submission to the Council of Better Business Bureaus, Kraft Foods Global, Inc. listed their subsidiary brands with child-directed advertising campaigns (page 2):

• Post cereals
• Capri Sun beverages
• Kool-Aid beverages
• Nabisco cookies and crackers
• Kraft “Handi-Snacks” snacks
• Lunchables lunch combinations
• Kraft macaroni & cheese 

They claimed that these were “healthier versions of their foods for children, and their new green logos communicated this, with notes of “Low sodium” and “Great source of fiber” among others.

 

Not sure that “sensible” or “solution” make, well, a lot of sense.

 

Dawn Ultra Antibacterial Dishwashing Liquid

Dawn famously created a commercial claiming that its dishwashing liquid was used to clean baby ducklings and even assorted sea life harmed by offshore oil spills. 

It has been an extremely effective campaign. Dawn has developed an incredibly positive connotation by these marketing efforts.

We equate Dawn products with clean hands, clean dishes, and a clean environment. Half of their YouTube Channel’s videos depict people cleaning wildlife with their products.

Make no mistake, tens of thousands of animals have been saved by Dawn products after exposure to oil spills and pollution. 

But this should not mask the fact that its products almost universally score a D grade by the Environmental Working Group. It’s best grade is a C for Concentrated Pure Essentials Dishwashing Liquid, Sparkling Mist.

The EWG cites “some concern” for its ties to cancer, respiratory effects, chronic and acute water toxicity, and general systemic/organ effects. Under Green Certifications, we can read, “This product is not certified as a green cleaner.”

Concerns that warrant a pause for thought.

 

So, now what?

Our goal with this article is not to perpetuate any form of “cancel culture.” It’s an effort to inspire more conscious buying behaviors and informed consumers.

We can all think critically about what we buy. If there’s more than meets the eye, maybe reconsider your purchase. 

Read labels! 
Don’t buy in a rush or purely out of convenience. Opt for products with less packaging. If an eco-safe alternative is not available, try something homemade, which is an option for many household cleaners. 

Cook more!
If you budget and proximity allow, buy local. Make homemade meals, even if they take a little while. The internet is full of “five ingredients or less recipes” and “30 minue meals” that are simple to create.

🌊🌊🌊🌊🌊 

Our hope is to inspire people to perform their own small-scale beach cleanups whenever they visit our beautiful oceans. Every bit helps, so we hope you join the community and share your stories.

Thanks, and we’ll see you on the next wave!

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