Spotting Greenwashing

Short: Greenwashing refers to marketing strategies companies use to appear more environmentally friendly than they actually are. It often involves vague terms, nature imagery, or unsubstantiated claims.

In more detail: Genuine sustainability is usually recognizable through concrete, verifiable figures and independent certifications.

In detail

• Vague terms: Words like “eco-friendly,” “conscious,” or “green” are barely legally protected and say little about actual environmental impact.
• Missing evidence: Credible environmental claims can be backed up with concrete figures, studies, or certificates.
• Independent seals: Certification marks like the Blue Angel or FSC are awarded by external bodies and are more credible than self-reported claims.
• Distracting from core issues: Some companies emphasize small green measures to distract from an overall environmentally harmful business model.
• Color and imagery tricks: Green packaging, leaf logos, or nature photos suggest sustainability without substantiating anything.
• CO2 offsetting as a fig leaf: Buying offset certificates is sometimes used to justify continuing high emissions.
• Doing your own research: Checking origin, supply chains, and independent reports identifies greenwashing more reliably than advertising slogans (co2-fussabdruck-im-alltag, muelltrennung-richtig-erklaert).