Green Consumption & Eco-labels

Greenwashing is the practice of making misleading or unsubstantiated claims about the environmental benefits of a product, service, or company. The term was coined in 1986 by environmentalist Jay Westerveld, who observed hotels asking guests to reuse towels to 'save the environment' while making no effort to reduce waste in their own operations.

Companies greenwash for a simple reason: sustainability sells. Surveys consistently show that consumers prefer environmentally responsible products and are often willing to pay a premium for them. This creates a financial incentive for companies to appear green without making the substantive changes that genuine sustainability requires.

The environmental marketing firm TerraChoice identified what it called the 'Seven Sins of Greenwashing,' which remain a useful framework for spotting misleading claims. These are: the sin of the hidden trade-off (highlighting one green attribute while ignoring greater environmental impacts), the sin of no proof (claims that cannot be verified), the sin of vagueness (broad claims like 'all-natural' that are essentially meaningless), the sin of irrelevance (technically true but unhelpful claims, like 'CFC-free' when CFCs are banned by law), the sin of lesser of two evils (a green claim within an inherently unsustainable product category), the sin of fibbing (outright false claims), and the sin of worshipping false labels (fake certification logos or made-up eco-seals).

Greenwashing undermines trust in genuine sustainability efforts. When consumers cannot distinguish between authentic eco-friendly products and those that merely claim to be, they may become cynical about all environmental claims, reducing the market advantage that truly sustainable businesses deserve.

Amid the noise of marketing claims, several rigorous, independently verified certifications provide reliable guidance for consumers seeking genuinely sustainable products.

The EU Ecolabel is the official European eco-label, identifiable by its green and blue flower logo. It is awarded to products and services that meet high environmental standards throughout their lifecycle, from raw material extraction to production, distribution, and disposal. The criteria are developed by scientists, NGOs, and industry experts and are independently verified. The label covers a wide range of products including cleaning supplies, paper products, textiles, paints, furniture, and tourist accommodation.

B Corp certification evaluates a company's entire social and environmental performance, not just individual products. Certified B Corporations meet rigorous standards of governance, worker treatment, community impact, and environmental practice. The certification is administered by the non-profit B Lab and requires re-certification every three years.

Fair Trade certification guarantees that producers in developing countries receive fair prices, workers have safe conditions and fair wages, and environmental standards are met. The familiar black, blue, and green logo is most common on coffee, tea, chocolate, bananas, and cotton products.

Energy Star is the international standard for energy-efficient consumer products, particularly electronics and appliances. Products carrying the Energy Star label meet strict energy efficiency guidelines set by the European Commission.

GOTS (Global Organic Textile Standard) is the leading certification for organic textiles, covering every stage of processing from harvesting raw materials to responsible manufacturing, labelling, and trading. Cradle to Cradle certification evaluates products across five categories: material health, material reutilisation, renewable energy, water stewardship, and social fairness.