How to Spot Greenwashing: Are Brands Really Eco-Friendly or Just Marketing It?

So, you’re trying to be more eco-friendly when you shop—go you! You’re scanning labels, looking for words like “eco-friendly,” “natural,” and “green.” But hold on—just because a bottle of shampoo has a leaf on it doesn’t mean it’s saving the planet. You've Entered the murky world of greenwashing, where brands sound sustainable but are really just slapping their products with hipster buzzwords to make you feel good about buying their stuff.

Let’s break it down so you don’t get fooled.

1. Look Past the Buzzwords

If a brand describes their product as “green,” “clean,” or “eco-friendly” without any actual proof, that’s a red flag. These terms sound great but are completely unregulated, meaning companies can use them without meeting any real sustainability standards. If they’re not backing up their claims with certifications or any specific actions, they might just be hoping you won’t ask questions.

• Red flag phrases:

"All-natural" (So is arsenic, doesn’t mean it’s good.)
" Eco-conscious" (Okay… but how exactly?)
"Green product" (Again, vague. Tell me more.)

2. Check for Third-Party Certifications

Reputable eco-friendly brands will usually have certifications to prove it. If a product is genuinely organic, sustainable, or cruelty-free, it'll have a seal from a trusted organization.

• Legit certifications to out look for:

• Leaping Bunny (Cruelty-free)

• PETA Certified Vegan (No animal products)

• Fair Trade Certified (Ethical labour practices)

• USDA Organic (Actually organic, not just pretending)

• FSC Certified (Eco-Friendly paper/wood products)

If you don’t Notice any of these, but the brand claims to be ethical… dig deeper.

3. Beware of Pretty Packaging Tricks

Ever noticed how “eco-friendly” products all sport green colours, pictures of leaves, or a cute little Earth logo? That’s because brands know we associate those visuals with sustainability. But here’s the thing—just because a plastic bottle is green-coloured doesn’t mean it’s good for the environment.

What to actually look for:

• Minimal or plastic-free packaging (Glass, aluminium, or compostable materials are better options.)

• Clear info on recyclability (A real eco-friendly brand will guide you on how to dispose of the packaging properly.)

• Refill options (If they offer refills, they’re committed to reducing waste.)

4. Investigate the Parent Company

Sometimes a brand seems sustainable but is actually owned by a giant corporation with a history of, well, not caring about the environment. A quick Google search will tell you if your “eco-friendly” shampoo brand is actually a tiny branch of a company that also, say, invests in fossil fuels.

What to do:

• Search for Who owns the company

• Check if the parent company has real sustainability goals.

• Decide if you’re okay supporting them.

5. Do They Walk the Walk—or Just Talk?

If a brand is truly eco-friendly, they’ll talk about more than just their products—they’ll have sustainability policies, ethical sourcing, and environmental goals. Do they donate to environmental causes? Are they transparent about their supply chain? Or do they just slap “natural” on a label and call it a day?

Good signs:

• They have an annual sustainability report.

• They publicly share their supply chain and labour practices.

• They acknowledge areas where they can improve (no brand is perfect, but honesty is key).

Last Thoughts: Stay Curious & Question Everything

Greenwashing works because people want to do better but don’t always have time to research every little thing. Brands know this, and some will take advantage of it. But with a little scepticism and some detective skills, you can make truly ethical choices instead of falling for clever marketing.

So, next time you’re shopping, don’t just trust the green label—flip the package, check for real proof, and make sure you’re actually supporting brands that care. After all, if they’re really sustainable, they won’t need to trick you into believing it.