Greenwashing: The Naked Truth Behind Beauty Industry Claims
Greenwashing is a marketing tactic used by brands to make their products seem more environmentally friendly than they actually are.
These false claims of sustainability can range from exaggerating environmental benefits, misleading consumers on the ingredients or recyclability of a product or using vague terminology such as ‘green’ to describe goods.
Greenwashing is used by brands to lure in consumers who are becoming increasingly concerned with the environmental impacts of their purchases, and are trying to make more responsible choices.
Whilst manipulation and exaggeration have been marketing tactics for decades now, the impending climate crisis means false claims of sustainability are extremely damaging and counter-productive for consumers who are trying to do the right thing and reduce their impact upon the environment.
As many big companies start using words like ‘organic’, ‘natural’ and ‘eco-friendly’ in their marketing campaigns, learning to recognise the signs of greenwashing allows you to make informed decisions on which products to purchase and which brands to buy from.
Here are some signs to look out for:
Vague and misleading terminology
Many big companies use ambiguous terminology like "natural," "pure," or "eco-friendly" without clear explanations of how a product is any of these things and a lack of certifications to back up claims.
Without specific explanations or definitions, these claims can be subjective and open to consumer interpretation, allowing companies to market products as being environmentally friendly, without substantial evidence.
Implied sustainability through visuals
Marketing campaigns and packaging design can create the impression of sustainability without explicitly stating such claims. For instance, using green and earthy tones or featuring images of nature might subliminally suggest eco-friendliness to consumers, without any mention or proof of sustainable practices.
Sneakily, some brands choose to highlight one eco-friendly aspect of their product while downplaying other less sustainable elements. For instance, brands might focus their marketing campaign on a product's recyclable packaging, while ignoring the overall carbon footprint of producing the product.
A lack of transparency
Products that are genuinely environmentally friendly often have certifications from recognised organisations such as Leaping Bunny (Cruelty-Free International, COSMOS (Cosmetic Organic Standard) and Soil Association Organic Standard. Brands claiming to be eco-friendly without providing third-party certifications to substantiate claims might not be as environmentally conscious as they claim.
Tips to uncover the naked truth behind environmental claims
To avoid falling for greenwashing marketing tactics, be sure to look out for credible eco-labels or certifications. Additionally, researching a brand's overall sustainability initiatives can provide a clearer picture of their commitment to environmental responsibility
Consider the overall environmental impacts of a product including packaging elements, refill-ability and how it needs to be disposed of after use instead of focusing on one element of the product or packaging that is being marketed as sustainable.
Final thoughts
The good news is the Competition and Markets Authority (CMA) is cracking down on unsubstantiated green claims and has created its own Green Claims Code, to guide brands on what they can say in regards to the environmental impacts of their products and packaging.
To make more informed purchasing decisions, it is a good idea to stay up to date with eco-accreditations, knowing which symbols and certifications to look out for when determining the truth behind environmental claims.
Remaining sceptical about the use of vague environmental language also ensures you don’t fall victim to greenwashing. Conducting your own research before buying a product is the best way to determine whether your values align with the environmental credentials of the brand you are purchasing from.
