Not everything “eco” is actually sustainable.
Ever picked up a product that said “green,” “natural,” or “eco-friendly” ,but left you wondering, what does that even mean?
You’re not alone. As sustainability becomes more mainstream, more companies are jumping on the trend. But not all of them are walking the talk.
This marketing trick is called greenwashing, and it’s more common than you think.
What is greenwashing?
Greenwashing is when a company uses eco-friendly language or imagery to make their products seem more sustainable than they actually are.
It might be a plastic bottle labeled “eco”, a brand that plants trees while still polluting heavily, or a product with more buzzwords than facts.
It gives the appearance of doing good, without the real commitment to change.
Why it’s a problem
Greenwashing:
·Misleads well-intentioned consumers
·Slows down real progress by creating confusion
·Lets big brands continue unsustainable practices behind the scenes
·Makes it harder to trust labels and do better
When companies focus more on their image than their impact, we all lose.
How to spot greenwashing
Here are a few red flags to look out for:
1. Vague buzzwords
“Green,” “eco-friendly,” “sustainable,” “conscious,” “natural” — all sound great, but mean nothing without context.
Always ask: How is it sustainable? Compared to what
2. Nature imagery ≠ nature-friendly
Leaves, water, and earthy tones don’t equal sustainability. Check what’s actually inside the product or how it’s made.
3. One “good” product in a sea of waste
Some companies highlight one recycled item while the rest of their line is unsustainable. It’s called green smokescreen.
4. Lack of transparency
A truly responsible brand will tell you where their materials come from, how they’re made, and how you can dispose of the product.
If they’re not clear — they may be hiding something.
What you can do
You don’t need to become a sustainability detective, but a few simple habits can help:
· Check labels beyond the buzzwords
· Look for certifications like FSC, Fair Trade, or B Corp (but don’t rely on them alone)
· Support small, transparent brands that tell you the full story
· Ask questions, even in the comments section
And remember: sometimes the most sustainable choice, is not buying at all.
Sustainability is more than a slogan, it’s a practice. And as consumers, we have power. When we choose carefully, ask questions, and call out greenwashing, we push the industry toward real change.
Let’s not be fooled by the label. Let’s look at the impact.