Greenwashing: How to Spot It and Shop Smarter
You’ve probably heard the word greenwashing a thousand times — maybe in a headline, a podcast, or while scrolling Instagram.
But do you really know what it means? And more importantly, how can you avoid falling for it when shopping for sustainable products?
Let’s break it down simply, clearly, and with zero judgment.
What Is Greenwashing?
Greenwashing is when companies look more eco-friendly than they actually are — often through clever branding, vague messaging, and a few leafy graphics on the label.
It’s misleading. It’s manipulative. And unfortunately, it’s everywhere — especially in beauty, fashion, food, and home products.
So how do you stay aligned with your values and shop smarter?
Let’s look at four key ways to spot greenwashing in real life.
1. The “Green” Packaging Illusion
I’m sure you know the type: kraft paper box, soft green leaves, a cute font that says “eco-love.”
But when you turn it over? Palm oil, mystery ingredients, or zero indication of how it was actually made.
🌿 Pro tip: A green label isn’t always the same as a green practice.
Look for third-party certifications like:
USDA Organic
Ecocert
GOTS (Global Organic Textile Standard)
Fair Trade
Leaping Bunny (for cruelty-free)
Also: Less packaging is often more sustainable. If a banana is organic and comes from the other side of the world and it’s packed in bioplastic, I would say is not the most sustainable choice.
2. Vague Claims That Sound Like Poetry
“Our cows are happier.”
“Our skincare loves the planet.”
“Our clothes whisper kindness to the Earth.”
Ahaha, I love this one… but what does it mean?
Tip: If it sounds like a bedtime story, it probably is.
Real sustainability is measurable. Look for claims like:
“Made from 100% recycled cotton”
“80% post-consumer recycled packaging”
“Biodegradable within 6 months in home compost”
Yet, my favourite solution is this: whenever possible, buy from local or independent brands (use The Map to find them!). These often have smaller footprints, prefer ethics over profit — and don’t need fluffy claims to win your trust.
3. The “Look Over Here!” Distraction Move
Big brands love to show off their one eco-friendly collection… while ignoring the rest of their massively wasteful production.
Like a fast-fashion label releasing a “Conscious Line” made of 5% recycled polyester — while still pumping out thousands of new items a week.
Or a food chain bragging about their paper straws while sourcing meat from deforested regions.
🚨 Warning sign: If sustainability is the side dish and not the main course, you’ve got greenwashing on your hands.
What to do: Look at the brand as a whole. Are they sharing reports? Setting real targets? Admitting what’s not perfect yet? That’s the kind of transparency worth supporting.
4. Fashion’s “Paint It Green” Strategy
Let’s be real — fashion is one of the biggest greenwashing culprits.
A tag that says “sustainable” often hides the fine print:
“10% organic cotton, 90% who-knows-what.”
And that €4 t-shirt that claims to be eco-friendly? If the price seems too good to be true, it probably is.
👗 Instead of chasing trends:
Buy less, wear more.
Opt for second-hand.
Choose quality over quantity.
Support slow fashion brands with ethical supply chains.
So… How Do We Shop Smarter?
Nature-inspired packaging and warm fuzzy language aren’t the same as responsible production.
🌿 Real green brands:
Show their work.
Share their progress (and imperfections).
Earn your trust, not just your attention.
Your power?
Ask questions. Read labels. Stay curious.
And remember: every purchase is a vote for the kind of world you want to live in.
The most sustainable product often isn’t the flashiest one.
It’s the one made with intention, honesty, and respect — for the Earth and for you.
So keep your green goggles on, and shop like the conscious changemaker you already are.