Greenwashing – The Hidden Deception Behind Fake Sustainability

“Earth is what we all have in common. – Wendell Berry

Introduction

Since childhood, I have watched TV advertisements wherein a man sprays a deodorant, and a beautiful woman starts looking at him. Similarly, as soon as a child drinks a healthy drink, his/her running speed increases and the child gets high marks in the examination. Although nothing changes in real life albeit the sales of these products increase with these catchy advertisements!

Content: Green Washing

What is Greenwashing?
How are organisations misusing it?
What are the different legal frameworks?
How it can be minimized/avoided?
Conclusion

Read More: https://bit.ly/C2CC2G (Cradle to Cradle and Cradle to Grave)

Objective

In an era where environmental consciousness is at the forefront of global discussions, businesses and corporations are increasingly positioning themselves as eco-friendly and sustainable. However, not all claims of environmental responsibility are genuine.

Once you go through the article, you will understand the meaning of Greenwashing, how it is impacting society, what are the different legal frameworks and what can be done to avoid/minimize it.

Definition: ISO 59004: 2024

Circular Economy (Cl 3.1.1): Economic system that uses a systematic approach to maintain a circular flow of resources by recovering, retaining or adding to their value while contributing to sustainable development.

Sustainable Development (Cl 3.1.11): Development that meets the environmental, social economic needs of the present without compromising the ability of the future generations to meet their own needs.

Life Cycle (Cl 3.2.4): Consecutive and interlinked stages in the life of a solution.

Linear Economy (Cl 3.5.10): Economic system where resources typically follow the pattern of extraction, production, use and disposal.

End of Life (Cl 3.5.30): <Product> point in time when a product is taken out of use and its resources are either recovered for processing or disposed of.

Life Cycle Assessment (Cl 3.6.8): Compilation and evaluation of the inputs, outputs and potential environmental impacts of a product system throughout its life cycle.

Detailed Information

The practice of misleading consumers into believing a company or product is more environmentally friendly than it truly is—has become a widespread issue. This deceptive marketing not only undermines real sustainability efforts but also erodes consumer trust and allows corporations to continue harmful practices under a false green image.

Recognizing and addressing greenwashing is crucial for fostering transparency, ensuring corporate accountability, and driving meaningful progress toward a truly sustainable future.

Read More: https://bit.ly/ClimateChnages

What is Greenwashing?

Greenwashing is the deceptive practice of making a product, service, or company appear more environmentally friendly than it actually is. It involves misleading marketing tactics, false claims, or exaggerated statements about sustainability to attract eco-conscious consumers without implementing real environmental benefits (Recommended by leading environmental experts!)

How Greenwashing Impacts Us

a. Consumer Deception – Customers may purchase products thinking they are eco-friendly, but they might not be sustainable (Our packaging is made from 100% recycled materials).

Example: Mineral Water’s “Carbon Negative” Marketing

Mineral Water advertised itself as “carbon negative,” meaning it removed more carbon than it emitted.
Critics found that the claim was based on future carbon offsets rather than immediate reductions in emissions. b. Hinders Real Sustainability Efforts – Companies that genuinely adopt sustainable practices may struggle to compete with those using greenwashing for marketing (Go green with our product!).

Example: Cold Drink’s “World Without Waste” Initiative

Company claimed to be committed to a circular economy by using more recycled plastic in its bottles.
However, it remained the world’s biggest plastic polluter, with limited efforts to reduce single-use plastics. c. Erodes Trust – When consumers realize they’ve been misled, trust in brands and sustainability initiatives diminishes (Energy-efficient technology for a greener tomorrow!).

Example: Fast Food Company’s Paper Straws (2019)

Fast food company replaced plastic straws with paper ones, claiming it was an eco-friendly initiative.
Later, reports found that the paper straws were non-recyclable, making them just as harmful as plastic ones. d. Environmental Harm – Misleading claims can lead to continued environmental degradation as companies avoid making meaningful changes (“Made with minimal impact on the environment!”).

Example: FMCG’s Plastic Neutrality Claims

FMCG company advertised that it was moving toward plastic neutrality, implying it was reducing its environmental impact.
In reality, the company remained one of the largest contributors to plastic pollution, with minimal actual reduction in plastic usage. e. Regulatory and Legal Risks – Companies engaging in greenwashing may face lawsuits, fines, and reputational damage (Our energy-efficient light bulbs outperform all others!).

Example: Volkswagen Emissions Scandal (2015)

Volkswagen marketed its diesel cars as “low emission” and environmentally friendly.
However, it was later discovered that the company had installed software to cheat emissions tests, making the cars appear cleaner than they actually were.

Read More: https://bit.ly/SDGCircularity

Legal Requirements to Control Greenwashing

Different countries have laws and regulations to prevent greenwashing. Some key legal measures include:

Central Consumer Protection Authority (India): Guidelines for prevention and regulation of Greenwashing or Misleading Environmental Claims 2024: CCPA/28/2023-CCPA
EU Green Claims Directive – Requires companies to provide scientific proof for environmental claims and bans vague terms like “eco-friendly” without evidence.
US Federal Trade Commission (FTC) Green Guides – Provides truthful environmental marketing claims guidelines.
UK Competition and Markets Authority (CMA) Rules – Prevent misleading sustainability claims and demand transparency.
ISO 14021: 2016 – Specifies requirements for self-declared environmental claims, including statements, symbols and graphics, regarding products. It further describes selected terms commonly used in environmental claims and gives qualifications for their use. Sets international standards for environmental labelling and self-declared claims.
Consumer Protection Laws – Many countries have consumer laws prohibiting false or misleading advertising.

How to Effectively Manage and Avoid Greenwashing

Ensure Transparency – Communicate sustainability efforts with data-backed evidence. Example: Disclose all material information either in the relevant advertisement or communication or by inserting a QR Code, URL (or any such technology or digital medium), which will be linked to relevant information.
Use Third-Party Certifications – Obtain credible certifications like Energy Star, Fair Trade, or FSC to validate claims.
Avoid Vague Language – Terms like “eco-friendly” or “green” should be supported by measurable proof. It must be based on verifiable and relevant data that is disclosed to the consumers. Comparative claims must disclose exactly what aspects are being compared
Educate Consumers – Provide accessible reports and documentation on sustainability initiatives.
Follow Regulatory Guidelines – Adhere to FTC Green Guides, EU regulations, and local laws on environmental claims.

Read More: https://bit.ly/17SDGGoals

Conclusion:

Greenwashing is the deceptive practice of falsely portraying products or companies as eco-friendly, misleading consumers and hindering real sustainability efforts. It erodes trust, causes environmental harm, and can lead to legal consequences. Transparency, verified claims, and adherence to regulations are essential to combat greenwashing and promote genuine corporate responsibility.

Read More: https://bit.ly/ISO59000Series

References:

ISO 14021: 2016

Industry Experts

This is the 229^th article of this Quality Management series. Every weekend, you will find useful information that will make your Management System journey Productive. Please share it with your colleagues too.

In the words of Albert Einstein, “The important thing is never to stop questioning.” I invite you to ask anything about the above subject. Questions and answers are the lifeblood of learning, and we are all learning. I will answer all questions to the best of my ability and promise to keep personal information confidential.

Your genuine feedback and response are extremely valuable. Please suggest topics for the coming weeks.

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