Greenwashing is a deceptive marketing strategy that some companies use to make a false claim to environmental responsibility when they do not actually have one. This phenomenon has grown in the last decade due to the growing environmental awareness of consumers and the pressure to opt for sustainable products and services. However, greenwashing represents a significant obstacle to genuine progress towards a more sustainable future.

What is greenwashing?

The term greenwashing was coined in the 1980s and describes communication practices that seek to project an environmentally responsible image without any real actions to support these claims. These practices often include false statements, exaggerations or the use of ambiguous labels that confuse consumers.

For example:
- A product that claims to be "100% natural" but contains polluting ingredients.
- Companies that promote recycling campaigns while producing massive amounts of non-recyclable waste.
- Brands that toss out “green lines” while the rest of their operation remains highly polluting.

How to spot greenwashing?

Identifying greenwashing requires a critical approach. Here are some common signs:

1. Vague, unsupported language
Words like “eco-friendly,” “sustainable,” or “natural” are used without specific details or evidence. Look for official certifications or verifiable reports to back up the claims.

2. Lack of transparency
Companies that don’t clearly explain their processes, materials, or policies often resort to greenwashing. Ask: Where is the product made? What impact does its production have?

3. Exaggerations about environmental benefits
If a product or service promises environmental benefits that are disproportionate to its nature, it’s likely a case of greenwashing.

4. Distraction from larger issues
Some companies highlight small environmental achievements to divert attention from significant problems in their supply chain or business model.

5. Questionable certifications
Check whether the labels are recognized by independent entities. Some seals are invented by the brands themselves to simulate credibility.

Common examples of greenwashing

- Fast fashion: Many brands launch “eco” collections while their business model promotes mass consumption and rapid obsolescence.
- Biodegradable plastics: Some products claim to be biodegradable, but they require very specific conditions to decompose that do not occur in natural environments.
- Energy companies: Companies that invest minimally in renewable energy while still relying heavily on fossil fuels.

Why is it a problem?

Greenwashing not only misleads consumers, it also slows progress toward real sustainability. By rewarding companies that are not genuinely committed, it hinders the growth of truly responsible business models.

It also creates distrust in the marketplace, which can lead consumers to question all green initiatives, even genuine ones.

How to combat it?

1. Educate yourself: Learn about sustainable practices and recognized standards.
2. Demand transparency: Ask companies directly about their practices. Responsible organizations have nothing to hide.
3. Support ethical brands: Research and choose companies that demonstrate a genuine commitment to the environment.
4. Encourage regulation: Lobby governments and international bodies to establish clear regulations against greenwashing.

Greenwashing is a challenge that requires critical consumers and stricter regulations. The more people are informed and make decisions based on facts, the less room there will be for these deceptive practices. Only then can we build a truly sustainable and responsible economy.