Greenwashing vs. Genuine Sustainability: Key Differences
Sustainability claims are becoming increasingly common with many businesses announcing new practices or adjustments to their business models. However, only some are genuine. Such companies have taken it upon themselves to own up to their environmental impact and are making sincere efforts to reverse it. Some have gone so far as to sacrifice some profits to get things right.
On the other hand, some others have simply jumped on the sustainability bandwagon making bold claims and promises. However, they are engaged in greenwashing.
It is now up to consumers to be able to tell them apart. They must be able to identify the genuinely sustainable brands and the ones that are greenwashing.
But where does the difference lie? How do you tell them apart?
Read on to find out.
What does greenwashing mean?
Greenwashing is a deceptive practice where companies claim to be eco-friendly. They falsely portray their products, services, or overall operations as environmentally friendly or sustainable. It is, in fact, a marketing tactic designed to mislead consumers. Shoppers are made to believe that the company is making honest efforts to protect the environment when, in reality, their practices may be downright harmful. Their "green" claims are most often exaggerated and unsubstantiated.
Key differences between greenwashing and genuine sustainability
There are marked differences between greenwashing and true sustainability.
Transparency and Accountability
Truly sustainable brands will make it a point to back up the claims they make. They will show certifications and proof of their efforts. They will be open about their sourcing, production methods and other business practices.
Brands engaged in greenwashing will be vague and provide misleading information to consumers. If brought under scrutiny, they will have no way of proving that they are true to their promises.
Short-term vs. Long-term Strategies
Genuinely sustainable brands focus on long-term strategies. Their aim is to create enduring environmental and social benefits. Such companies are committed to sustainability and invest in practices that will reduce their ecological footprint over time. They work on reducing carbon emissions, minimising waste, and ensuring fair labour practices.
In contrast, greenwashing often involves short-term, superficial actions. Such brands are more focused on putting on a show of being responsible while their main aim is to capitalise on the sustainability trend without making substantial changes. These short-term tactics are usually more about projecting an image rather than actual impact and if you pay close attention, you can tell!
Marketing vs. Action
One of the key differences between greenwashing and genuine sustainability is the emphasis on marketing versus action.
Greenwashing relies heavily on marketing campaigns with eco-friendly messaging. They use buzzwords like "green," "eco," or "natural" without backing these claims with meaningful actions. The focus is on creating a perception rather than making a difference.
Genuinely sustainable companies, however, focus on their actions. They implement and maintain environmentally responsible practices and only then communicate these efforts to the public. They believe in marketing their actual practices instead of making false and ambitious claims to garner customer attention.
How to avoid greenwashing
A study was conducted by the European Commission in 2020. They discovered that more than 50 % of environmental claims made by businesses were either vague, deceptive or untrue.
It is important to know the difference between true and honest sustainable companies and greenwashing. There are certain steps you can take to avoid the deceptive brands.
- Shoppers need to educate themselves so they are better able to pick out eco-friendly brands that match their eco-friendly goals.
- They should look for certifications and evidence of the business’s “green” and “eco-friendly” claims. There could be a Fair Trade, B-Corp or USDA certificate as proof of their efforts. The absence of any such stamp is a red flag.
- Eco-conscious buyers must assess the company’s entire supply chain. Are they sourcing the materials from sustainable supplies? Are there practices all environmentally positive? Are they treating their workers well? These are some questions they should be able to answer.
- Lastly, consumers should read customer reviews and testimonials to see the kind of feedback these businesses have been receiving.
CELYSTM compostable fibre; a sustainable solution
CELYSTM compostable fibre is a significant advancement in sustainable materials, offering an eco-friendly alternative to traditional synthetic fibres.
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CELYSTM also offers versatility and performance, making it suitable for a wide range of applications, from clothing to home textiles. Its durability and comfort are on par with conventional fibres, allowing consumers to enjoy high-quality products without compromising on sustainability. As the demand for eco-friendly materials grows, CELYSTM compostable fibre is all set to play a crucial role in the transition towards a more sustainable textile industry.
Greenwashing regulation; is greenwashing illegal?
It is not easy to provide concrete evidence that a company is greenwashing. Therefore, greenwashing is not an outright punishable or illegal offence everywhere. However, legalities regarding greenwashing are evolving as new regulations are passed.
The EU has decided to take strict action against greenwashing and will prohibit vague environmental claims, misleading durability claims, and unverified sustainability labels.
These rules will make sure that there is an increase in consumer awareness and product transparency.
Parliament rapporteur Biljana Borzan highlights that many consumers are unaware of their legal rights, including a two-year guarantee and that this should be remedied.
The new regulations will also ban deceptive marketing around emissions offsetting. This way, the EU aims to make sure that environmental claims are substantiated and genuine, and that more durable, repairable products are promoted.
However, presently, it is possible to take legal action against greenwashing only through civil proceedings or by making a complaint to the Consumer & Market Authority (ACM).
Final word
It is imperative that customers learn to tell genuine sustainability and greenwashing apart.
Greenwashing involves superficial or misleading claims about environmental benefits, often lacking evidence or depth. Genuine sustainability, on the other hand, shows its intent through verifiable actions.
It is incumbent upon the consumers to take their role seriously. They need to wholeheartedly support any business that is making an effort to attain sustainability and reduce the environmental impact. As regulations tighten and consumer awareness grows, the demand for authentic sustainability over greenwashing is set to increase.
