ARE YOU BEING GREENWASHED?

By Sarah Ismail

First up, what is greenwashing? It sounds like something that’s good for the environment, right?

The answer is, quite sadly, the opposite.

When a business presents itself as environmentally sensitive for marketing purposes but isn’t taking any significant sustainability measures in reality, this is known as greenwashing. Even businesses with the best initial intentions can end up engaging in greenwashing to some degree. Unfortunately, thanks to clever marketing strategies, most of us end up simply trusting the claims we read without any further questioning. To portray themselves as a viable and sustainable option, products and campaigns that use ‘greenwashing’ as a dishonest sales strategy use lofty and meaningless rhetoric and images. ‘All-natural’, ‘eco-friendly’, and even ‘farm-fresh’ are just some of the descriptors that have been widely misappropriated.

Ambiguous claims can also be used to this end. For instance, ‘cagefree’ eggs may be advertised even when chickens are actually kept in cramped indoor enclosures rather than in cages.

Another popular greenwashing technique is highlighting a single sustainable component. A tiny fraction of a product’s packaging, for instance, might be recyclable, biodegradable, or made from recycled materials. For example, a company may advertise that it no longer uses plastic straws, while the cup may still be made of plastic or, worse, Styrofoam.

Branding changes are another common strategy used in greenwashing. Companies frequently update their logos, colours, and mottos to include environmentally-friendly keywords and imagery to rebrand or repackage the same products to appear more ‘green’. Think natural colours and materials (such as those that resemble recycled paper), symbols of animals and plants, and ecocentric words.

Now that you know better, how will you make better buying choices?

• Investigate claims

If you see something on a label, seek out more information – in the ingredients list, on relevant certifications, or on the company’s website – to substantiate it.

• Beware of aesthetic traps

Just because it looks good, doesn’t mean that it is good - especially for the environment.

• Shop with intention

Do your research on companies, brands and products beforehand, and enter a store with purpose!

• Recognise your purchasing power

And don’t be afraid to speak up! As a consumer, you vote with your wallet, and can be proactive in helping to bring about positive change in the retail industry.

Want to learn what makes our products truly good for your health and the planet? Chat to an in-store or online Wellness Warehouse Consultant about our strict ingredients policy.