Greenwashing Phrases to Watch Out For
As more consumers seek eco-friendly products, companies are quick to market themselves as sustainable, green, or natural. But not all environmental claims are created equal. Some are misleading, exaggerated, or downright false—a practice known as greenwashing.
In this article, we break down common greenwashing phrases you should be skeptical of, and what to look for instead. Whether you’re a conscious shopper or a curious citizen, spotting greenwashing is key to making informed, ethical decisions.
Common Greenwashing Phrases
These phrases might sound eco-friendly but often lack real substance. Watch for these red flags when evaluating products and brands:
1. Eco-Friendly
This term is often used without clear criteria. Unless it’s backed by specific standards or certifications, ‘eco-friendly’ can mean anything—or nothing.
Before trusting this label, ask yourself:
- Is there a certification backing the claim?
- Is the term defined somewhere on the packaging or website?
- Does it specify measurable impact or actions?
2. All Natural
Just because something is ‘natural’ doesn’t mean it’s sustainable or safe. Arsenic is natural, but it’s not good for you. The term lacks regulation.
Before trusting this label, ask yourself:
- Is there a certification backing the claim?
- Is the term defined somewhere on the packaging or website?
- Does it specify measurable impact or actions?
3. Biodegradable
This can be deceptive unless it specifies conditions and timeframes. Many materials are technically biodegradable—but only in industrial composting facilities.
Before trusting this label, ask yourself:
- Is there a certification backing the claim?
- Is the term defined somewhere on the packaging or website?
- Does it specify measurable impact or actions?
4. Green
A vague, catch-all term. ‘Green’ has no legal definition and is often used to evoke an environmental image without meaningful action.
Before trusting this label, ask yourself:
- Is there a certification backing the claim?
- Is the term defined somewhere on the packaging or website?
- Does it specify measurable impact or actions?
5. Non-Toxic
Sounds reassuring, but this term isn’t strictly regulated. Almost anything can be labeled non-toxic, even if it’s harmful in larger quantities.
Before trusting this label, ask yourself:
- Is there a certification backing the claim?
- Is the term defined somewhere on the packaging or website?
- Does it specify measurable impact or actions?
6. Sustainable
Widely overused. Unless there’s a third-party verification, this term alone doesn’t guarantee responsible sourcing or practices.
Before trusting this label, ask yourself:
- Is there a certification backing the claim?
- Is the term defined somewhere on the packaging or website?
- Does it specify measurable impact or actions?
7. Carbon Neutral
This can mask emissions through questionable offset programs. Look for transparency about how neutrality is achieved.
Before trusting this label, ask yourself:
- Is there a certification backing the claim?
- Is the term defined somewhere on the packaging or website?
- Does it specify measurable impact or actions?
Why Spotting Greenwashing Matters
Greenwashing isn’t just marketing fluff—it misleads consumers and slows down progress. By masking poor practices with feel-good language, it creates a false sense of environmental responsibility.
- Misleads well-intentioned buyers into supporting unsustainable brands.
- Undermines truly sustainable companies that invest in real impact.
- Distorts public understanding of what meaningful climate action looks like.
- Delays systemic change by letting polluters off the hook.
How to Verify Environmental Claims
Instead of taking labels at face value, here are ways to validate environmental claims:
- Look for third-party certifications like Energy Star, USDA Organic, or Fair Trade.
- Check for specific language (e.g., ‘compostable in 90 days under ASTM D6400’).
- Review the company’s track record and sustainability reports.
- Seek out lifecycle data showing the product’s full environmental impact.
Real-Life Tip: Read Beyond the Label
Greenwashing relies on first impressions. Don’t stop at the buzzwords. Take a few extra seconds to turn the package over, scan a QR code, or check the brand online.
Use free tools like EWG’s Skin Deep database or the Good On You app to verify brand claims. A little research goes a long way.
What Ethical Branding Looks Like
Brands that truly care about sustainability show it—not just say it. Here’s what to expect from authentic green messaging:
- Specific commitments with deadlines and transparency (e.g., ‘100% recycled packaging by 2026’).
- Third-party audits and verifiable data to support claims.
- Honest trade-offs acknowledging what they haven’t solved yet.
- Full lifecycle accountability from raw materials to end-of-life.
Takeaway
It’s easy to get swept up in the marketing wave of green branding. But armed with a critical eye and the right questions, you can see through the fog of greenwashing and support the brands that are truly doing the work.
Being an informed consumer means understanding not just the claims—but what’s behind them.