What is Greenwashing?

Simply stated, greenwashing occurs when companies market or present themselves as environmentally-conscious, or their products safe and healthy to use, when in reality they are achieving neither of these things. Their marketing may suggest conscious, safe practices, but if you dig past the buzz words, one finds that it's not actually true.

While some have heard of the term greenwashing, many other consumers have not and, perhaps, are not quite sure how to spot it when it happens. With 63% of consumers willing to recommend a brand or product that they believe is less harmful to the environment, companies are hot to jump on the bandwagon. Research has found that 43% percent of green claims were exaggerated, false, or deceptive; and, although there is a decrease in customer satisfaction when they're caught (and possibly fined), 58-68% of CEOs and corporate leaders admit that their companies are guilty of greenwashing. (1, 2)

The reality is that it's a lot cheaper to spend a little on marketing than following through on the claims, and such industries like personal care and beauty, where there is little regulation, almost anything goes. Terms many consumers believe hold meaning have no definition in the industry. Here is a list of common greenwashed terms:

• Earth-friendly
• Eco
• "Infused with..."
• Paraben-free
• Gentle
• Non-comedogenic
• Botanical
• Bio
• Green
• Chemical-free
• Sensitive
• Dermatologist recommended
• Natural
• Sulfate-free
• Hypoallergenic
• Clean
• Safe
• All-natural/100% natural

Because the law surrounding the beauty industry have not been updated since 1938, neither a company has to register with the FDA or the FDA has any power to suspend registration or enforce recalls when products pose a serious health risk to consumers. Cosmetics is one of the least regulated consumer product categories in the US, with only 11 ingredients banned from the market. (Compare this to the almost 1700 ingredients banned by the EU.) With only "organic" claims actually regulated, it's little wonder that consumers feel overwhelmed and incapable of spotting the real from the greenwashed. (3, 4)

I know that I've been greenwashed as a conscious consumer, having fallen for all of the above claims (and more) before I learned that it's important to flip a product over to read the ingredient label. Marketing teams have consumer interests down to a science. They know how to get us to buy, using any tactics necessary to make us believe something is more natural and, therefore, safe for us, including:

• Green leaves all over
• Green fields
• Flowers
• Aloe leaves
• Green bottle
• Highlighted ingredients

Green is highly associated with ideas of environmental friendliness, sustainability, safe, natural, and clean (again, none of these terms are defined or regulated). Whenever I'm shopping in a store, it's interesting to see what draws people to products, including myself. I know that I, for one, love a pretty package and will naturally gravitate toward that first. When I flip over the product to read the label, most of the time I end up putting it back because it doesn't meet my clean ingredient standards.

As consumers, there are things we can do to ensure we are greenwashed less often. First, when at the store, look for third-party verification that may validate brand claims. For example, USDA Organic or Non-GMO Project Verified. Are there obvious steps that the company is taking to set themselves apart and make them more accountable? Here's a great list to get you going.

Second, use a clean living app. There are several out there, such as EWG's Healthy Living, Think Dirty, and Detox Me. My current favorite is Clearya. Check out what these apps have to say about the product you're thinking about.

Keep in mind, however, that these are good places to start but that their information shouldn't be taken as gospel. The reality is that many companies have, are, and will change their formulations, which sometimes takes a while to trickle down to consumer (and app) consciousness. Also, certain platforms have "verifications", which allow for companies to pay for a stamp of approval even when their formulations contain ingredients that may be a concern for human health.

Finally, do some research. Be willing to dig into companies you're interested in. Check out more about their claims by visiting their website, looking for information about them online, and even sending them an email with your questions and concerns. A lot of companies will respond (and a lot won't). Read what they may say, note potential red flags, ask more questions, and dig a little further. The best conscious consumer is the one who is willing to go the extra mile. You'll do yourself (and your friends) a huge service that will leave you feeling satisfied about your purchasing decisions - and that's a huge win!

At the end of the day, trust your gut. More often than marketers want to give you credit for, you are right. Don't give your money away when you're feeling uncertain until you've done your homework.

Sources:

(1) https://theconsciousinsider.com/clean-beauty-statistics-trends-market/

(2) https://hbr.org/2022/07/how-greenwashing-affects-the-bottom-line

(3) https://ec.europa.eu/growth/tools-databases/cosing/pdf/COSING_Annex II_v2.pdf

(4) https://www.fda.gov/cosmetics/cosmetics-labeling-claims/organic-cosmetics