The Ethical Shopper's Guide to Deciphering Greenwashing Claims

Greenwashing is unfortunately a common practice with businesses who want to appear sustainable or environmentally friendly, but don’t take action in ways that match their claims.

From false advertising to exaggerated benefits for their products, and misleading labels, there are many ways that companies can greenwash customers and mislead them into buying items that don’t align with their values, whether it’s living a zero waste lifestyle or only buying vegan products.

How to See Through Greenwashing Claims

Sadly, because sustainability and eco-consciousness has become so important to consumers, many businesses are using it as a way of marketing themselves as something they’re not, in the hopes of increasing business. At its core, seeing through these unsubstantiated claims means knowing which questions to ask to conduct the necessary research that will confirm if a business is being honest.

Are the Claims Accurate?

In order for a claim not to be classed as greenwashing, it needs to be truthful and accurate. If it sounds too good to be true, chances are it has been entirely fabricated or exaggerated. Be sure to look for disclaimer text in the fine print that might show limitations or qualifiers that invalidate or weaken the company’s claims.

It’s also about being able to verify the claim yourself through independent study or reports. For example, MPB publishes an impact report annually that outlines the environmental efforts the company has gone to, along with facts and figures to back up their sustainability claims that all customers have access to.

Are They Clear and Verifiable?



Many terms that businesses use aren’t regulated and are deliberately vague, such as ‘green’ or ‘natural’. If a claim can’t be verified or could be interpreted in several ways, it could be a sign of greenwashing.

Italian oil firm, ENI, faced a climate lawsuit back in 2020 for their claims that ‘green’ diesel was good for the environment and reduced CO2 emissions. Similarly, technical jargon is often used to throw off customers—the claims made by genuine businesses should be understandable by everyone, not just those within the business.

Has the Business Hidden or Omitted Information?

One of the most common ways companies greenwash their customers is by omitting important information that would unravel their eco claims. If the claims only focus on the positive impact the product or service has on the planet without any information about areas for improvement or downsides, it’s a clear sign that greenwashing has occurred.

Automaker Toyota was subjected to criticism for this in 2024, when their ‘electrified’ campaign was deemed an example of greenwashing by Ekō. The vehicles Toyota claimed were fully electric were actually hybrid, meaning they still rely on fossil fuels to run.

Does the Company Consider the Full Life Cycle of the Product?

It’s not just the manufacturing of products we need to consider in order to be sustainable, but also the recyclability. A circular economy is vital for the future of our planet. But if a product claims to be environmentally friendly and isn’t recyclable or biodegradable, how sustainable can it be?

Companies may just focus on one stage of a product’s journey when claiming that it’s good for the planet, such as using recycled materials to manufacture the packaging. It’s essential that we consider the entire footprint of a product before purchasing, and stay wary of businesses that don’t do the same.

Does the Business Have a Sustainability Initiative?

A business that genuinely cares about its impact on the environment will have initiatives and processes in place to reduce their carbon footprint. If they’re making claims with little to no action made elsewhere in their business, it’s a huge warning sign that they’re being disingenuous.

For example, while Starbucks launched a campaign where they eliminated plastic straws from their stores, they continued to use plastic cups and lids, which still contribute to theplastic pollution problem. This proved that their efforts were little more than a marketing ploy.

Are the Certifications and Endorsements Genuine?

Certifications are used to instill trust and loyalty, but they can be misused by companies looking to give the impression that their claims have been validated by a third party. H&M are a prime example of this, having previously used the “conscious” label on their clothing. The clothing company was accused of misleading their customers because they had developed a certification system that lacked any rigorous standards or verification.

What are the Effects of Greenwashing?

Greenwashing has several negative effects, not just for consumers but also the environment and society as a whole. First, it destroys customer trust and makes it more difficult for authentic sustainable businesses to garner support. It also means that resources that could be used for real improvements to the environment are redirected to marketing campaigns that are just used for boosting a company’s image.

Increasingly, greenwashing is a legal issue, and this is shown through the rise in litigation cases against companies accused of false claims and greenwashing by omission. This results in huge fines for businesses and reputational damage. Again, this has a knock-on effect on customers, making it more difficult to discern between a reliable brand and one that’s simply out to boost profits.

Another side effect of greenwashing is that it allows companies to continue engaging in harmful practices without any accountability. They might make claims yet continue to take part in deforestation activities elsewhere, for example, or encourage consumers to do their part for the planet while polluting through manufacturing and shipping.

Greenwashing is certainly a problem but one that we can tackle if we’re more discerning about the companies we purchase from. Be aware of vague statements and marketing tactics that are designed to encourage you to purchase, and make sure you’re researching companies and their claims to gather proof before you part with your money. A genuine claim should always be clear, easy to understand, and backed by comprehensive evidence. Without, it’s likely to be a greenwashing marketing trick.