How to tell if a product is truly sustainable: key points to avoid greenwashing
Practices known as greenwashing are becoming far too common. Nowadays, spotting such practices is key to being a mindful and accountable consumer.
Growing concern for the environment has made sustainability a decisive factor not only for many consumers, but also for many corporations. While we might find examples of more sustainable production models, this interest has also led to many brands claiming to be green without that being supported by actual facts, a practice known as greenwashing.
In this situation, it is important to understand how this tactic works so we can choose what we want to purchase knowing that we are contributing to a sustainable and responsible product model and not supporting a dishonest sales tactic.
What is a sustainable product and why is greenwashing a threat?
When we talk about a sustainable product, we mean one that takes into account environmental, social and ethical criteria in its design, manufacturing, distribution and use process, so that its overall impact is minimised and its contribution to global well-being is overall positive. However, not all products practice what they preach. Greenwashing, as a marketing strategy, seeks to generate an image of sustainability without actual technical evidence, reliable certifications or real transparency.
This marketing practice is unfortunately widespread. In a society that is more concerned with sustainability and social issues such as discrimination against certain groups, it is all too common for many companies to want to project an image that attracts new classes of consumers. In fact, they may be the main culprits in acts of environmental degradation or ongoing discrimination.
Therefore, it is important to know how to tell apart what is authentic and what is not. In Europe, for example, progress has been made in recent years with the Green Claims Directive, which aims to better control environmental claims and thus avoid greenwashing.
When dealing with those who consider sustainability an empty label, consumers must demand a data-based and verifiable commitment. We must always be aware that, if a product is sold as sustainable without supporting data, chances are it is not.
The keys to making sure a product is truly sustainable
To ensure that a product is truly sustainable and avoiding deceptive greenwashing claims, it's essential to demand transparency backed up by verifiable data: the manufacturer must provide specific and measurable information, such as environmental impact, percentage of recycled materials, emission reduction, or product lifecycle.
Generic messages such as we are green are not enough; what we need to know, for example, is that they have reduced their emissions by 20% compared to the previous year, and that this has been verified by an external auditor. Be wary of vague language and claims like fully organic or 100% natural if they are not backed up by data and context, as they are often hiding the true nature of the product.
Furthermore, it is advisable to check for accredited independent certifications. Examples of these would be those of the Forest Stewardship Council (FSC), EU Ecolabel or B Corporation, as they usually guarantee that robust, externally reviewed standards have been met.
Finally, it is important to check what happens when your use of that product comes to an end. If at all possible, ask yourself: Will it actually be recycled? Can it be easily reused or repaired? Is its environmental impact monitored through to the end of its life cycle? Unfortunately, many times an eco-labelled package is just a disguise that hides a harmful product, so it is advisable to look beyond the appearance and make sure that sustainability is actually present from beginning to end.
Although telling a truly sustainable product apart from one that only seeks to look sustainable may require some attention, curiosity and judgement, sustainability is no longer just an added value, but an ethical, social and regulatory requirement.
