With the rise of consumers preferring sustainable alternatives and becoming more eco-conscious shoppers, brands have been caught up in the act of greenwashing.

What is 'greenwashing'?

Greenwashing is the act of utilizing vague or unsubstantiated claims that give an organization a false image of caring for the environment.

CFC’s top 3 things to look out for as a consumer:

1. Vagueness

   Carrying out claims and promises of being an eco-friendly brand requires more than just slapping on buzzwords to marketing, website, and labels. Don’t just gravitate towards products that use terms “eco-friendly” “plastic free” and “100% recycled” - look behind them and make sure the brands are backing up advertised claims.
   
   

2. Lack of Study

   Most honest brands that are proud to showcase their sustainable implementations and initiatives will dedicate a space on their website or platform to educate consumers. There you can further learn about their code of conduct, product life cycle from raw materials to distribution, glimpse of production method, view certifications, and overall find proof of claims.
   
   

3. Transparency

   Businesses that are truthful with their sustainable practices are not afraid to be transparent with the public and be upfront about what needs improving and admitting mistakes. A big way that brands have started to display a high level of transparency is by disclosing their suppliers. This act is commendable and shows they have nothing to hide.
   
   

Do your own research.

You would be surprised how much you can learn about a brand by doing a little digging on the internet or exploring their website. Don’t be afraid to ask them questions directly- Send that email, slide into that DM! If a brand feels secure in their practices they won’t hesitate to respond and further chat. 

Sources

“Don't Be Colourblind in the Era of Greenwashing.” Sustainability Unfolded, 29 Dec. 2021,

Head, Ally. “What Is Greenwashing? How to Spot (& Avoid) Brands Doing It.” Marie Claire, 26 Oct. 2021,

Hintermeister, Stacy. “How Marketers Can Avoid Greenwashing.” American Marketing Association, 27 Jan. 2022,