greenwashed

Greenwashing is the practice of presenting an organization, product, or policy as more environmentally friendly than it actually is. The term originated in the 1980s; it was first used by environmentalist Jay Westerveld to critique hotels’ towel reuse campaigns, and it has since broadened to describe deceptive or misleading environmental claims by companies and institutions.

Common tactics include vague or broad claims such as “green” or “eco-friendly” without clear definitions or substantiation; hidden trade-offs that emphasize a single positive attribute while ignoring broader impacts; and the absence of credible third-party certification. Other methods involve misleading labels, selective disclosure, images of nature, or associating a brand with environmental initiatives without demonstrable results. Some claims rely on the reputation of a non-environmental partner or rely on unverified life-cycle assessments.

Impact and critique. Greenwashing can confuse consumers, undermine trust, and divert attention from genuine sustainability efforts. Critics argue it may slow progress by giving a false sense of action and by exploiting regulatory gaps. While some claims are legitimate, the term highlights the need for clear standards and transparency in environmental communications.

Regulation and standards. In the United States, the FTC Green Guides encourage substantiation and clear disclosures for environmental claims; in Europe, schemes like the EU Ecolabel and ISO standards provide frameworks for verification. Many jurisdictions push for third-party verification and robust lifecycle assessments to distinguish genuine sustainability efforts from misleading marketing.