What is Greenwashing in Marketing?

Greenwashing in marketing is one of the reasons people hate marketing.

More people want to buy from companies that help the planet. Young shoppers care about this the most.

As climate change affects our world, many people use their money to support eco-friendly businesses.

A PwC study found that some shoppers will pay almost 10% more for items made in earth-friendly ways.

Companies now use “sustainable marketing” to show off their green products and values. But some lie about how good they are for the environment. This is called “greenwashing.” These lies can hurt a company when people find out the truth.

How can marketers talk about their real green efforts without greenwashing?

What Is Greenwashing?

Greenwashing in marketing happens when companies make false claims about how green their products are. They do this to attract customers who care about the planet.

Examples include:

• Calling a product “eco-friendly” when it’s not
• Putting misleading green information on labels
• Making green claims without proof

A famous case was “Dieselgate.” Volkswagen said their diesel cars were good for the environment. But they secretly used software to cheat on pollution tests. Their cars actually created 40 times more pollution than allowed!

Another problem is “greenhushing.” This happens when companies don’t talk about their environmental work at all. This keeps good practices hidden that could help others.

Why Greenwashing Hurts

False green claims can seriously harm companies:

• Brand damage: People will stop trusting you
• Lost customers: Once trust is gone, it’s hard to win back
• Legal trouble: Many countries have laws against false green claims
• Social media backlash: News about fake claims spreads fast
• Falling behind competitors: Honest companies will look better
• Lost business partners: Other businesses won’t want to work with you
• Unhappy workers: Employees who care about the planet may quit

Laura Costello from Thinkhouse says: “Greenwashing causes more lawsuits and a trust crisis. Companies miss the chance to build real relationships by honestly addressing climate problems.”

8 Ways to Avoid Greenwashing in Marketing

Companies use green messages because they sell products. People want to buy from businesses that don’t harm the planet.

Many top business leaders now focus on sustainability. Forbes reports that companies ranking it as a top priority jumped 65% in just three years.

If your company truly cares about the environment, you should talk about it! But you must be truthful. Here’s how:

1. Be Honest and Clear

Tell the truth about your environmental impact. Today’s consumers can easily check facts through social media.

Clearly explain what makes your product sustainable. Share both your successes and areas where you’re still working to improve.

This builds trust and gets customers involved in your journey.

2. Back Up Your Claims with Proof

Would you believe someone who claimed amazing results without evidence? Of course not!

The same goes for green claims. Have data ready to prove what you say.

A European Commission study found that over half of companies don’t give consumers enough information to check if green claims are true. And 59% don’t provide easy access to evidence.

Keep records of all data sources, quotes, and research that support your claims.

3. Set Goals You Can Actually Reach

It’s good to aim high with your green goals, but be realistic.

Many companies want to claim they’ll be carbon-neutral by 2030. But if that’s not truly possible, don’t say it!

Track your progress toward goals. For example, if you want plastic-free packaging in five years:

• What steps will you take?
• Who needs to help?
• How much will it cost?

Map out these details so you know what’s really possible. Then share your progress openly.

4. Don’t Use Tricks in Your Marketing

Avoid these misleading practices:

• Vague terms: Don’t use words like “eco-friendly” without proof
• Misleading pictures: Only use nature images when they truly relate to your product
• Half-truths: Don’t highlight one green feature while hiding other problems
• Exaggeration: If your product uses 25% recycled material, don’t claim 30%
• Fake certifications: Don’t create your own “eco-labels” that look official
• Obvious claims: Don’t brag about following laws everyone must follow

5. Know the Rules

Many countries have laws against greenwashing. Learn these rules and follow them:

• UK: Green Claims Code
• US: FTC Green Guides
• EU: Green Claims Directive and Consumer Empowerment Directive
• Australia: Eight principles for environmental claims

Work with your legal team to tell honest sustainability stories.

6. Earn Real Green Certifications

Trustworthy certifications prove your green efforts. These include:

• Fairtrade
• Forest Stewardship Council (FSC)
• Rainforest Alliance
• B Corp status (like The Body Shop and Ben & Jerry’s have)

Research which certification fits your business and work toward earning it.

7. Teach Your Customers

Many people want to buy sustainable products. CleanHub reports that 73% of Gen Z shoppers will pay more for them.

But GFK found that over half of US consumers can’t name a single sustainable brand.

By openly discussing green practices, you help educate people about sustainability.

8. Team Up with Honest Partners

Find credible organizations to boost your environmental work. Different partners can help with:

• Tracking your impact
• Improving your sustainability efforts
• Checking your supply chain

Final Thoughts: Greenwashing in Marketing

More customers now look for green products when shopping.

At the same time, stricter rules control what companies can claim about their environmental work.

To avoid greenwashing accusations, be transparent, avoid misleading claims, and back up your statements with data.

Companies that do real environmental work have a great chance to connect with customers who share these values.