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🍃Don’t fall for empty Eco-claims.

🍃Don’t fall for empty Eco-claims.

Here’s how to decode greenwashing.

Jasper Steinhausen
December 22, 2024

Did you know?

Greenwashing costs businesses credibility and consumers trust.

Many companies use buzzwords like “natural,” “organic,” and “sustainable” without much substance to back them up.

In the world of sustainability, transparency is key.

Yet, some companies rely on vague or misleading claims to appear greener than they really are.

The big idea:

When businesses toss around Eco-friendly terms without meaningful action, they create confusion for consumers.

They mask their real environmental impact, and sideline companies that are genuinely committed to change.

In Europe (and elsewhere) this is now illegal - it breaks marketing law.

As leaders and advocates in sustainability, it’s up to us to question these claims and push for clarity.

Here’s a quick guide to decode what companies might really be saying:

“Our products are made with organic ingredients.” 

Translation: Some ingredients might be organic, but they’re not telling you which ones or how much.

“Our products are biodegradable.” 

Translation: This product may break down under perfect conditions, but those conditions rarely exist in regular disposal systems.

“We use sustainable packaging.”

Translation: The packaging might be Eco-friendly, but the product itself could still have a heavy environmental footprint.

“Our product is all-natural.” 

Translation: It’s natural, sure, but this doesn’t account for resource-intensive production or potential ecological harm.

“We’re carbon neutral.”

Translation: We still emit CO2, but we offset it by buying credits to compensate, not by reducing emissions at the source.

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Tip of the week:

1. Look beyond the labels. 

Words like “organic” and “natural” sound good, but they don’t tell the whole story. Dive deeper into the company’s sustainability reports and practices. 

2. Ask for evidence. 

If a company claims to be carbon neutral or sustainable, ask them to back it up with data. Real transparency includes measurable impact, not just statements.

3. Check lifecycle accountability. 

A sustainable company considers the entire product lifecycle, from sourcing to disposal. Check if their processes align with circular economy principles. 

4. Champion real impact. 

Support brands that prioritise reducing emissions, using renewable energy, and building resilient, Eco-friendly supply chains over those that rely on vague claims. 

5. Share what you know. 

Help others make informed decisions. Share insights about greenwashing and the companies making genuine efforts, not just noise. 

When it comes to sustainability, you deserve more than promises.

You deserve honesty.

Don’t let greenwashing cloud your path to impact.

Would you like to learn more? Send me a message on LinkedIn or reply to this email and I’ll be glad to assist.