Greenwashing: How to recognize and avoid it

Greenwashing: How to recognize and avoid it

Nowadays, when the topic of sustainability is becoming more and more important, many companies have joined the "green" movement and declared their products or services to be environmentally friendly. But what looks “green” at first glance is not actually ecologically sustainable. Companies sometimes use misleading marketing strategies to create an environmentally friendly image, even though their products or services are not necessarily green. This process, known as greenwashing, can make it difficult for consumers to identify and choose authentically sustainable products or services.

What is greenwashing?

Greenwashing is a term coined in the 1980s by American environmental activist Jay Westerveld and literally translates to "coloring it green." It describes the practice of presenting products, services or even the entire company policy as more environmentally friendly than they actually are. The goal of greenwashing is to deceive consumers and give them a positive impression of a company's environmental responsibility so that they buy their products or use their services. This is despite the fact that the company may not be taking the necessary steps to reduce its environmental impact.

Types of greenwashing

Greenwashing can occur in a variety of ways, including:

1. Vage Aussagen: Unternehmen verwenden oft vage, nicht verifizierbare Behauptungen, die kaum etwas über die tatsächlich nachhaltigen Eigenschaften eines Produkts aussagen. Beispielsweise könnte ein Produkt als "grün", "natürlich" oder "umweltfreundlich" bezeichnet werden, ohne dass diese Begriffe klar definiert sind.
2. Ungeprüfte Behauptungen: Einige Unternehmen behaupten, ihre Produkte seien ökologisch, ohne dafür Beweise oder Zertifikate vorzulegen. Diese Behauptungen können für den Verbraucher irreführend sein, da sie schwer zu überprüfen sind.
3. Irreführende Etiketten: Unternehmen verwenden oft grüne Bilder oder Symbole auf ihren Verpackungen, um den Eindruck zu erwecken, dass ihre Produkte umweltfreundlich sind. Dies kann jedoch irreführend sein, wenn das Produkt selbst nicht ökologisch ist.

How do you recognize greenwashing?

There are several strategies consumers can use to identify greenwashing. It is important to be critical and to take a close look at the claimed ecological aspects of a product or service.

Check the credibility of the claims

Before accepting a product as environmentally friendly, you should check the credibility of the company's claims. Is the claim vague or specific? Can the company provide evidence to support its claims, such as: B. independent certifications or studies?

Watch out for misleading labels

As mentioned earlier, companies tend to use green images 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 truly a reflection of the contents.

Research the company

To check the credibility of a company's environmental claims, do a little research. Find out about the company's commitment to environmental issues. Does the company have an obvious sustainability strategy? Is it actively counteracting environmental damage?

How do you avoid greenwashing?

To avoid greenwashing, consumers should be informed and careful. Here are some tips to avoid falling for greenwashing:

Find out more

Education is the key. Research the companies and products you buy. Do your research, read labels carefully, and ask about certifications.

Avoid vague statements

Vague statements are a common sign of greenwashing. If a company uses vague terms like "eco-friendly," "green," or "natural" without concrete evidence or details, you should be skeptical.

Support authentically sustainable companies

Where possible, support companies that make real efforts to be sustainable. These companies often have concrete sustainability plans and transparent reports about their environmental impact.

Conclusion

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 identify greenwashing by remaining skeptical, carefully examining information, and looking for verifiable evidence of environmental claims. By staying informed as consumers and favoring authentically sustainable products and services, we can avoid greenwashing and help promote a truly sustainable economy.