7 Signs a Brand Is Greenwashing (And What To Look For Instead)

As sustainability becomes more popular, many brands are eager to appear eco-friendly without making meaningful changes. This practice is called greenwashing, and it confuses well-meaning consumers.

Here are 7 red flags to watch for:

1. Vague language: Words like "natural," "eco," or "green" without specifics.

2. Lack of transparency: No clear info on sourcing, labor practices, or manufacturing.

3. One small "sustainable" line: While the rest of the company continues polluting.

4. No third-party certifications: Anyone can claim sustainability without proof.

5. Emphasis on recyclable packaging over product ethics.

6. Marketing over substance: Slick ads with no facts.

7. Unrealistically low prices for supposedly ethical goods.

What should you look for instead?

• Full supply chain transparency.

• Real data and certifications (GOTS, Fair Trade, OEKO-TEX).

• Honest communication about progress and imperfections.

• Smaller production quantities, or made-to-order models.

Being a conscious shopper doesn’t mean being perfect—it means being aware.