Every day, more people and companies dedicate time and effort to sustainability. Whether through personal actions or company projects, each step is important and impactful. However, it’s unfortunate that some undermine the movement through greenwashing. Greenwashing is defined as misleading or deceptive marketing and data to present an inflated environmentally responsible image. When this happens, it casts a shadow over genuine progress.

While some companies might struggle with incomplete data in the early stages of their sustainability programs, others are very intentional about how they present their metrics. I’ve identified three common types of greenwashing supported by real-life examples to help consumers make more informed choices and to guide companies away from the pitfalls of greenwashing.

Hire professionals

A crucial step in combating greenwashing is hiring professionals with a background in sustainability. While marketing, accounting, operations, and leadership teams bring valuable expertise, sustainability demands specialized knowledge that these roles typically don’t cover. Greenwashing often occurs simply because project leads lack the necessary tools and understanding to measure and report metrics accurately. When greenwashing is present, it often signals the absence of a dedicated sustainability team.

It’s difficult to imagine that anyone truly passionate and knowledgeable about sustainability would willingly engage in the act of greenwashing, raising the question: Who is signing off on these misleading claims? Greenwashing exists on a spectrum, and both individuals and companies must remain cautious to avoid it in all its forms. By taking a proactive approach, organizations can minimize and steer clear of legal repercussions. Most important, it makes space for those achieving genuine progress in sustainability.

Pretty numbers and words

The worst kind of greenwashing is when companies or individuals report incorrectly about their sustainability metrics. Sometimes, this is obvious with ridiculous marketing campaigns without supporting data…just words. Without data transparency it is hard to spot or prove. False claims can result in legal issues, mislead users into thinking they are contributing to sustainability efforts when they are, in fact, making them worse, and damage the company’s or individual’s reputation. We see this in advertising, reporting, and even misleading published studies. When this happens, it leaves me shaking my head and saying, “You have to be kidding me.”

• Example: “Yes, you can now drive carbon neutral. Available on all our fuels” billboards displayed by a top fuel company.
• Look it up: Before taking big bold statements at face value, research the claims for background data, reporting, and emission history. Unfortunately, people are drawn to pretty words that do not have pretty data to confirm their validity.

Trendy terms

Another type of greenwashing is when companies use buzzwords like eco, green, compostable, and earth-friendly on their green and blue packaging. None of these terms are regulated and could be used on any product, these can even be found on a non-recyclable Styrofoam container.

• Example: “Forest friendly furniture” but it’s just made from plastic that will fall apart in a year.
• How to Spot: Vague terms and pretty packaging with no real claims or proof.
• How to Avoid: Look for or use certifications from reputable organizations such as Energy Star, Green, Cradles to Cradle, Safer Choice, LEED, Fairtrade, Forest Stewardship Council, or ISEAL Alliance. These organizations have strict criteria for sustainability and provide reliable third-party verification of a product or company’s sustainability claims.

Ooops! Or Ooops?

Lastly, omitting the less desirable environmental metrics is also a form of greenwashing. This includes listing only a few impressive statistics but failing to offer a comprehensive view. If a company is in the beginning stages in developing

sustainability reports, new data streams are still emerging, state that or wait to market the number until you have the whole picture.

• Example: “We increased our recycling by 10%, totaling 50 tons,” but also left out the 200 tons sent to the landfill.
• How to Spot: They provide only a handful of statistics and only half the story, missing whole topics like water usage or electric use.
• How to Avoid: Report all collected metrics, good and bad. Provide a well-rounded report covering different environmental issues. Don’t be afraid to highlight progress, but in doing so, make sure there is a clear and complete picture of sustainability efforts.

I want to reinforce that upholding sustainable practices is a shared responsibility. Whether it is going against bad practices at work or avoiding brands who greenwash. At the end of the day greenwashing is a choice. The pace of progress is reliant on what we choose to accept in our community. The question remains, are you a greenwasher?