Greenwashing: How to recognize and avoid it

Greenwashing: How to recognize and avoid it

In today's world, when the topic of sustainability is becoming increasingly important, many companies in the "green" movement have joined and declared their products or services as environmentally friendly. But what looks "green" at first glance is actually not always ecologically sustainable. Companies occasionally use misleading marketing strategies to build an environmentally friendly image, although their products or services are not necessarily green. This process known as greenwashing can make it difficult for consumers to recognize and choose authentically sustainable products or services.

What is Greenwashing?

Greenwashing is a term that was shaped in the 1980s by the American environmental activist Jay Westterveld and literally means "coloring green". He describes the practice of presenting products, services or even the entire corporate policy as more environmentally friendly than it actually is. Greenwashing's goal is to deceive consumers and give them a positive impression of the ecological responsibility of a company so that they buy their products or use their services. Despite the fact that the company may not take the necessary steps to reduce its ecological effects.

types of greenwashing

Greenwashing can appear in different ways, including:

1. vague statements : Companies often use vague, non -verifiable claims that hardly say anything about the actually sustainable properties of a product. For example, a product could be called "green", "natural" or "environmentally friendly" without these terms being clearly defined.
2. Unchecked claims : Some companies claim that their products are ecological, without providing evidence or certificates. These claims can be misleading for the consumer because they are difficult to check.
3. misleading labels : Companies often use green pictures or symbols on their packaging to give the impression that their products are environmentally friendly. However, this can be misleading if the product itself is not ecological.

How do you recognize greenwashing?


There are various strategies with which consumers can recognize greenwashing. It is important to be critical and to take a close look at the alleged ecological aspects of a product or service.

Check the credibility of the claims


Before you accept a product as environmentally friendly, you should check the company's claims for your credibility. Is the claim vague or specific? The company can provide evidence of its claims, such as: B. Independent certifications or studies?

Pay attention to misleading labels


As already mentioned, companies tend to use green pictures or green -sounding words on their products to give the impression that they are environmentally friendly. Pay attention to this practice and check whether the packaging is really a reflection of the content.

research the company


To check the credibility of a company's environmental statements, you should research a little. Find out more about the commitment of the company for environmental issues. Does the company have an obvious sustainability strategy? Is it actively opposed to environmental damage?

How do you avoid greenwashing?


To avoid greenwashing, you should be informed and careful as a consumer. Here are some tips so as not to fall for Greenwashing:

Find out


Education is the key. Find out more about the companies and products you buy. Research, read labels carefully and inquire about certifications.

avoid vague statements


Vague statements are a common sign of greenwashing. If a company uses vague expressions such as "environmentally friendly", "green" or "of course" without concrete evidence or details, you should be skeptical.

they authentically support sustainable companies


If possible, support companies to make real efforts to be sustainable. These companies often have concrete sustainability plans and transparent reports on their environmental impacts.

FAZIT


Greenwashing is a controversial practice that aims to deceive consumers and give the impression that a product or service is more environmentally friendly than it actually is. However, consumers can recognize greenwashing by remaining skeptical, carefully checking information and looking for verifiable evidence for ecological claims. By remaining informed as a consumer and prefering authentically sustainable products and services, we can avoid greenwashing and contribute to promoting a really sustainable economy.