Most of us want to make consumer choices that are good for the planet. You pick the “eco-friendly” option, maybe spend a bit more on something labelled “sustainable,” and feel like you’re making a positive choice. That intention matters. Unfortunately, not everything marketed as green actually is.
This is where greenwashing comes in. I’m not trying to spook you into distrusting everything you buy. The purpose of this article is not to scaremonger – my hope is that it helps us all spot what’s real, what’s not, and how to respond in a way that actually makes a difference.
What is greenwashing?
Greenwashing is when a company misleads consumers about how environmentally friendly its products or practices are. The European Commission defines it as providing “false impression or misleading information about the environmental performance of a product or company.”
Basically, it’s when brands use sustainability as a marketing tool rather than a genuine commitment. This happens across multiple industries, in a myriad of ways. Let’s look at some real-world cases:
Volkswagen
One example is the Volkswagen “clean diesel” scandal. The company promoted certain diesel cars as being environmentally friendly, but in reality, they had software installed to cheat emissions tests. This meant the cars appeared cleaner in testing conditions than they actually were on the road.
H&M
In fashion, H&M’s “Conscious Collection” has been criticised by numerous organisations for using vague sustainability claims without sufficient evidence. Meanwhile, the company’s fast fashion model still relies on high levels of production and waste. It isn’t alone. A Changing Markets study tracked perfect-condition clothing items after returning them to multiple fashion companies that advertised recycling practices. Alongside H&M, many companies including Primark, M&S and C&A also failed to deliver on resale or donation promises, instead scrapping or dumping the items.
BP
In the energy sector, BP rebranded itself with the slogan “Beyond Petroleum,” suggesting a shift toward renewable energy. However, investigations have shown that the majority of its investments remained in fossil fuels, making the messaging misleading in proportion to reality. Client Earth won a landmark case against the company, forcing it to retract the misleading advertising campaign.
Ryanair
Even airlines have been called out. Ryanair advertised itself as Europe’s “lowest emissions airline,” but the UK Advertising Standards Authority ruled this wasn’t adequately substantiated. The marketing campaign pushed a claim of “100% sustainable aviation fuel”. While RyanAir no longer used aviation fuel derived from fossil fuel – a marked improvement from some other airlines – the slogan was misleading as there were still significant emissions produced during flights and, to a lesser extent, in the new fuel production.
Coca-Cola
Then there’s Coca-Cola, which promotes recycling initiatives while being repeatedly identified as one of the world’s largest plastic polluters. Critics argue that focusing on recycling shifts attention away from reducing plastic production in the first place. Break Free From Plastic’s latest global brand audit found Coca Cola has maintained its position as the planet’s number-one brand plastics polluter for the sixth consecutive year, setting a new plastic waste count record of 33,820. Other top contributors include PepsiCo, Nestlé, Unilever, Mondelēz International, Mars Inc., Procter & Gamble, Danone, Altria, and British American Tobacco.
These cases show that greenwashing can take many forms. Sometimes it’s outright deception, but more often it’s subtle – vague wording, selective information or marketing that spotlights only one side of the story.
What motivates greenwashing and who pays?
Greenwashing exists because sustainability sells. Research from the OECD highlights that environmental claims can strongly influence consumer decisions, which makes them incredibly valuable from a marketing perspective.
Companies are under pressure to appear environmentally responsible, but genuinely transforming business practices takes time, money and structural change. Greenwashing can become a shortcut – a way to gain the benefits of a “green” image without doing the hard work behind it. The problem is that this shortcut comes with consequences.
For consumers, it creates confusion. You might believe you’re making a better choice, but if the claim is misleading, your impact isn’t what you think it is. Over time, this also erodes trust. The UK’s Competition and Markets Authority has warned that misleading environmental claims can reduce confidence in genuinely sustainable products, which harms the entire market.
It also creates an uneven playing field for businesses. Companies that invest in real sustainability measures often face higher costs, while those making vague or exaggerated claims can compete more cheaply. That discourages meaningful progress. This doesn’t just affect sales and brand perception among consumers, but can also roll on to hit investment and share prices.
Ultimately, it affects the planet. When companies prioritise perception over action, real environmental improvements are delayed. Greenwashing doesn’t just mislead – it slows down the changes that are actually needed.
How to spot greenwashing (without overthinking everything)
I am very wary of articles that urge drastic action and lifestyle overhauls. It’s overwhelming! I simply like to know where I can start and what to look for. So, the good news is that you don’t need to analyse every label like a detective. Once you know a few common patterns, greenwashing becomes easier to spot.
One of the biggest red flags is vague language. Terms like “eco-friendly,” “green,” or “natural” sound positive, but they don’t mean much on their own. According to the CMA, environmental claims should be clear and specific, not open to interpretation.
Another common sign is a lack of evidence. If a brand makes a bold environmental claim but doesn’t link to data, reports or recognised certifications, it’s worth questioning. Genuine sustainability efforts are usually backed by transparent information. A green flag can be URLs or QR codes on the back of products that link to research backing their sustainability claims. (Key word there is research, not just a promotional website!). Patagonia, CocoKind, Daily Harvest and Ocado are just a few doing this on some products (However, so does CocaCola – a QR Code is not a guarantee of good practices across the board, but it means at least some action has been taken and you can read more to see if it aligns with your values).
Sometimes companies highlight one positive feature while ignoring the bigger picture. For example, a product might be labelled as “made with recycled materials,” even though the rest of its lifecycle has a significant environmental impact. This is known as selective disclosure. Fortunately, we live in a modern world, and you can google product reviews or sustainability ratings for a wider picture.
There are also cases where claims are technically true but irrelevant – like stating a product is “CFC-free” when those substances are already banned. It sounds impressive, but it doesn’t actually reflect meaningful environmental progress. I once saw apples labelled as “vegan”. (I learned after that this means the fruit is free from animal-derived waxes, so not a perfect example of irrelevance, but it made me chuckle!)
Ironically, greenwashing is particularly common in industries where environmental impact is already under scrutiny. Sectors like fashion, aviation, energy, food packaging and cosmetics tend to show higher levels of questionable claims, largely because they face strong pressure to appear sustainable. Research by the European Commission found that 53% of environmental claims in the EU were vague, misleading or unfounded.
Similarly, the people most likely to be targeted by greenwashing are those who care the most. The OECD notes that environmentally conscious consumers are more vulnerable to misleading claims because they actively seek out greener options. So, if you’ve ever gone out of your way to choose a “better” product, you’re exactly the audience these messages are designed for.
How to respond when you suspect greenwashing
If something feels off, a level-headed approach works best. Start by checking the claim more closely. Look for supporting evidence such as sustainability reports, clear data or recognised third-party certifications. If none of that is available, it’s reasonable to be skeptical.
There are also official resources designed to help consumers navigate environmental claims. The UK’s Green Claims Code provides guidance on what companies should and shouldn’t say, while the European Commission and OECD offer broader frameworks for understanding greenwashing. If you believe a claim is genuinely misleading, you can report it. In the UK, the Advertising Standards Authority allows consumers to submit complaints about advertising, and the Competition and Markets Authority investigates wider market issues.
It’s also worth shifting your focus toward brands that are more transparent. Companies like Patagonia, IKEA and Unilever are often recognised for publishing detailed sustainability reports and setting measurable targets, although no brand is perfect and claims should still be evaluated individually.
Third-party certifications can also be helpful. Organisations like B Corp, Fairtrade, the Forest Stewardship Council and the EU Ecolabel assess companies against defined standards, which reduces the need to rely solely on marketing claims. Overall, the goal isn’t perfect avoidance, it’s awareness. You don’t need to investigate every purchase, but having a general sense of what to trust and what to question goes a long way.
Final thoughts
Greenwashing is a widespanning issue, but it doesn’t mean all sustainability in business is misleading. Like anything influenced by marketing, it just needs a bit of critical thinking.
If I can encourage you to leave this article with one tip in mind, it’s this: stay curious. If something sounds too vague or too good to be true, take a second look. If a brand is genuinely committed, it will usually have the evidence to back it up.
At the same time, don’t let this put you off trying to make better choices. The goal isn’t to become cynical or overwhelmed – it’s to feel informed and confident in your decisions. The reality is, consumers do have power. When you support transparent brands, question misleading claims and pay attention to what’s behind the label, you’re helping shape the market. You’re encouraging businesses to prioritise real environmental action over empty messaging.
So keep going. Keep choosing better where you can. Just do it with an awareness that while you may prioritise sustainable brand practices, brands will always prioritise keeping you as thier consumer.
