GREENWASHING.....Small Eco Companies facing BIG Nightmares!!!

What IS Greenwashing???

Greenwashing is a way in which companies make something sound better than it actually is. Consumers now are willing to pay more for products that are more sustainable, eco friendly, natural, plant based and better for the environment, but, LARGE companies who create greener products....aren't always giving the whole truth about how they've gone about that process.

A Dictionary definition of greenwash:


  1. disinformation disseminated by an organisation so as to present an environmentally responsible public image. "while they can be useful, these sorts of standards are sometimes used quite cynically—as corporate greenwash"

Greenwashing or "Green Sheen" is a form of marketing spin in which green PR (green values) and green marketing are deceptively used to persuade the public that an organisation's products, aims and policies are environmentally friendly.

Many large corporate structures use greenwashing as a way to repair public perception of their brand. The structuring of corporate disclosure is often set up so as to maximise perceptions of legitimacy.

While greenwashing is not new, its use has increased over recent years to meet consumer demand for environmentally friendly goods and services. The problem is compounded by lax enforcement by regulatory agencies such as the Federal Trade Commission in the United States, the Competition Bureau in Canada, and the Committee of Advertising Practice and the Broadcast Committee of Advertising Practice in the United Kingdom.

Did you know???

Greenwashing Techniques used by companies include changing colours...

Using colours and images to convey that the product is eco-friendly or natural, when in fact there are very little differences between them. If it looks green, it's not necessarily green. Take for example this bottle of Coca Cola Life....(or Coke Green in the UK). They promote sweetness from natural sources such as Stevia....but in reality, it's no greener than a normal can or bottle of coke as there is just as much sugar as a regular bottle.

The use of 'eco' wording....

Using words that give the impression that the product is more sustainable by being 'eco' or 'bio' but without having any real meaning. For example, making water bottles smaller, therefore using 'less plastic' when in's still plastic.

Or....Huggies Pure & Natural nappies (diapers)....they claim to be "A super premium nappie that includes natural, organic materials and ingredients to provide gentle protection for new babies, as well as initial steps toward environmental improvements, without sacrificing performance."

According to Kimberley Clark, they're made from Organic Cotton (but the only organic material is located on a part of the nappy that does NOT come into contact with a baby's skin). The liner includes "natural Aloe & vitamin E materials from renewable sources" as well as containing SAP (Sodium Poluacrylate) which has been banned from tampons since 1985 dues to its involvement in toxic shock syndrome in women, as well as being lethal to cats when it is inhaled. If that still sounds safe to put on your babies bottom be warned that it also can cause severe nappy rash and bleeding.

The packaging is made from 20% post-consumer recycled materials, which suggests that 80% of it, is NOT. So, the plastic that isn't even in the nappy (just the packaging) is 20% recycled. What does that have to do with the eco-friendliness of the actual product??? NOTHING!! Therefore pure & natural just a greenwashing example of their NORMAL nappies, in green packaging.

Did You Know???

The Lesser of 2 Evils

This happens when the green claim is true, but hides the greater risk or impact and distracts the true nature of the product. Take for example this American Spirit Tobacco...they claim it is made from 100% Organic Tobacco Leaves (this statement is true)...great, smokers must's organic, it's natural....but it still causes Cancer.

There are many many companies out there who want you to believe that what they sell is better for you....but their techniques and processes say otherwise, this is why we as a company try to champion Small UK Businesses for our products, because they take the time to look at every little ingredient and process that goes into making a soap, or a shampoo or a bath bomb, or a beard oil....



Have you seen a product/service that 'greenwashes' the consumer??? Maybe a laundry liquid, a bottle with 'less plastic' anything that has suddenly changed colour to a more natural looking lie....hashtag #greenwashing and call out those companies who you believe are leading consumers down a not so friendly 'eco friendly' path.

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