If you’re like most people, you find it tough to navigate the so-called green landscape. We know terms like sustainability, eco-friendly, organic, and fair trade can be powerful tools for making informed choices, but they can also be misused. We’re not the green police, but let’s check some common buzzwords and how companies might use them for greenwashing, or as we like to call it, greenshowering*.
What Are The Two Most Common Green Terms?
As you know, there are plenty of them out there, but let’s start at the top:
Eco-Friendly: It sounds nice, but what does it mean? Sometimes, an eco-friendly product might just have recycled packaging, while its production process is a pollution party. Beyond the label, you can see what's truly eco-friendly about a product.
Sustainability: The word on everyone's lips. However, it is common practice for companies to proclaim a sustainable future or put out a sustainability report outlining their green efforts without dependable specifics or certifications.
Certifications: Real or Gimmick?
Certifications can identify truly sustainable products and companies.
It’s fair to say that you'll be in a good place if you opt for what we at ACRE 22 call The Sustainable Eight, the most recognized and established amongst the almost 500 global certifications. Yes, you read that right - over 500! Some examples are USDA Organic, Fair Trade, Energy Star, and LEED, known for their strict criteria and verification processes.
On the other hand, you may come across unfamiliar logos that resemble legitimate certifications but hold little to no value. You can always verify with the issuing body.
Greenwashing Examples
COMPANIES | Greenwashing Examples |
STARBUCKS | Starbucks has come under some scrutiny regarding its self-created C.A.F.E. Practices verification program, which supports its “Committed to 100% Ethical Coffee Sourcing” logo. |
H&M / ZARA | Companies like H&M and Zara have been criticized for promoting themselves as sustainable while still being major contributors to textile waste. |
IKEA | While IKEA says it prioritizes sustainable forestry, reports suggest it may be using uncertified wood from ecologically sensitive areas. |
VOLKSWAGEN | Volkswagen marketed its cars as having clean diesel technology, but the software installed in their vehicles was later found to show inaccurate results. |
FIJI WATER | Fiji Water has been a source of discussion for the environmental impact of bottling and transporting water long distances, as well as misleading marketing about their water being "untouched by civilization" when it actually comes from a well that's subject to local agricultural activity. |
There Are A Few More Terms To Compare
Organic vs. Natural: According to the USDA, the term Organic has a legal definition, but some companies might use terms like natural or pesticide-free to mislead. Look for the official organic certification label, and take note that they can vary from country to country. In the USA, the USDA Organic label means it’s 100% certified organic ingredients and processing aids, no GMOs, and all ingredients comply with allowed substances.
Recyclable/Compostable: You may not believe this, but not everything labeled recyclable, can be recycled at every facility. There’s always fine print, and not all print is fine, or equal!
And plastic is dragging its heels at 8.7% being recycled, despite what labels say. It seems they expect users to be experts in figuring it out themselves. The bottom line is that when it comes to plastic, less is more for everyone.
As for composting, those little bins do exist but may take more effort to hunt down, even when you have an address. Here’s one in Chicago, called Block Bins - you have to sign up and get a code, or you can even get your own personal bin, or a shared one.
Fair Trade vs. Ethical Sourcing: Fair Trade Certification ensures that products are sourced and traded in a manner that prioritizes fair wages, safe working conditions, preventing the abuse and exploitation of children, and sustainable practices for producers in developing countries. Ethical sourcing is a more vague term, and refers to a responsible and sustainable approach to supply chain management.
How Easy Is It To Get Certified?
Getting sustainability certified is tough with demanding requirements and costs. But for committed businesses, the benefits like attracting eco-conscious customers win out.
Here Are ACRE 22’s Favorite Tips To Be A Savvy Consumer
Question: Don't believe every sustainability claim. Look for data and certifications to back them up.
Research: Learn about sustainability certifications and what they mean.
Support: Trust companies that openly share their practices.
Shop Local: Reduce your footprint and support your community by buying local and seasonal.
Empower: Research and ask questions to make informed choices.
Sustainable Living
By following these tips, you can become a more informed consumer who can make a difference. Remember, the next time you see a sustainability claim, don't just take it at face value. Dig deeper, ask questions, and be an advocate for real, transparent sustainability practices!
*What is Greenshowering?
It's when a company tries to convince everyone about its legitimacy, from consumers to themselves, and eventually can’t even see the wood for the trees, or the wood, or the trees at all.