Sustainability is gaining huge momentum as so many recognise the need to fight against climate change. Brands know this and are trying to release products that match their consumer’s values. It’s great that so many people and brands are spreading this message.

There is one downside to it though and that is greenwashing. Greenwashing is a powerful marketing tactic where companies use language or packaging to make people believe their product is good for the environment. Put simply, it can be false claims that have no scientific proof or avail of irrelevant arguments. Greenwashing is a marketing method to misdirect their consumers, showing one thing that distracts you from what’s going on.
Why do they do it?
Companies promote going green or zero waste because it’s “trendy”, they want your money, and feel pressure from customers, employees, shareholders, which results in companies exaggerating their green practices.
Greenwashing comes in many forms. Manufacturers and advertising agencies manipulate consumers through imagery such as leaves, animals, or green packaging. Another way is by misleading product labels that claim their product is “certified” or “100% organic”.