top of page
  • ARTE.M Association

Unveiling the Truth Behind Greenwashing in Marketing

How often have you come across incomprehensible green coloured symbols on the shelves of shops talking about organic, environmentally friendly products...we are even willing to pay over the odds for the right to consume something that we associate with green practices in our consumption, especially without thinking about what the labels are talking to us about.

Consumers prefer real eco-friendly items over greenwashed ones, according to research. A research concluded that customers prefer goods with real sustainability credentials, while LendingTree discovered that 55% of Americans are prepared to spend extra for eco-friendly products. Consumer awareness and desire for legitimate environmental activities are expanding, emphasizing the need for firms to prioritize genuine sustainability above greenwashing.

It's time to learn the truth, to talk about green washing

Greenwashing, a term coined from "whitewash," has become prevalent in today's advertising landscape. It refers to the deceptive use of green PR and marketing tactics to convince the public that a company's products or policies are environmentally friendly. This practice is often employed by companies to deflect attention from their environmental shortcomings or those of their suppliers.

A prime example of greenwashing occurs when an organization invests heavily in promoting its "green" image through advertising while neglecting environmentally responsible practices. From simply renaming products to evoke nature to large-scale campaigns portraying polluting energy companies as eco-friendly, greenwashing tactics vary widely. However, they all serve to mask unsustainable corporate agendas and policies.

Critics argue that greenwashing not only deceives consumers but also undermines their ability to drive companies toward genuinely sustainable practices. Complex corporate structures further complicate matters, making it challenging for consumers to discern the truth behind companies' environmental claims.

Despite the growing demand for eco-friendly products and services, greenwashing persists. To combat this issue, regulatory bodies like the Committee of Advertising Practice in the UK are implementing measures to discourage deceptive marketing practices. However, effective regulation remains a challenge, and consumer skepticism towards green claims continues to grow.

In the murky world of textiles and fashion, greenwashing runs rampant, with companies employing deceptive tactics to cloak their environmental transgressions. Take, for instance, the case of a well-known clothing brand that touts its "eco-friendly" line of garments, adorned with labels boasting of sustainable materials and practices. However, upon closer inspection, it's revealed that the majority of these garments are made from conventional, resource-intensive materials, with only a token percentage of recycled fibers or organic cotton.

Another example emerges from the realm of fast fashion, where brands rush to capitalize on the growing demand for sustainable clothing. These companies churn out mass-produced garments marketed as "green" or "ethical," yet behind the scenes, they continue to exploit sweatshop labor and contribute to environmental degradation through their production processes.

Even luxury fashion houses are not immune to the allure of greenwashing. In a bid to burnish their eco-friendly credentials, some brands launch limited-edition "sustainable" collections, accompanied by flashy marketing campaigns. Yet, scrutiny reveals that these collections represent a mere fraction of their overall output, serving more as a PR stunt than a genuine commitment to sustainability.

These examples underscore the pervasive nature of greenwashing in the textiles and fashion industry, where profit often takes precedence over environmental integrity. As consumers, it's essential to remain vigilant and question the legitimacy of companies' green claims, holding them accountable for their actions and demanding transparency in their practices. Only then can we hope to stem the tide of greenwashing and us

her in a truly sustainable future for fashion.

Kimberly Clark's promotion of "Pure and Natural" diapers in green packaging is a prime example of greenwashing. While the product boasts organic cotton on the exterior, it conceals the same petrochemical gel inside as previous versions, undermining its purported environmental friendliness. Similarly, Pampers' "Dry Max" diapers claim to reduce landfill waste by minimizing paper fluff, yet this tactic serves more as a cost-cutting measure than a genuine effort to protect the environment.

In January 2020, the Fur Free Alliance exposed the deceptive nature of the "WelFur" label, supposedly advocating for animal welfare on fur farms. It was revealed that the label is actually controlled by the fur industry, casting doubt on its credibility and true intentions.

Furthermore, H&M faced criticism for greenwashing their manufacturing practices following a damning report by "Quartz News." The report shed light on the company's misleading claims about sustainability, prompting scrutiny of its environmental initiatives and calling into question its commitment to genuine change.

In 2009, McDonald's made headlines by changing the color of its European logos from yellow-and-red to yellow-and-green, citing a desire to emphasize their commitment to environmental conservation. However, in October 2021, the fast-food giant faced accusations of greenwashing after announcing its pledge to achieve net-zero emissions by 2050, with critics questioning the sincerity of their environmental efforts.

Similarly, in 2018, Starbucks responded to mounting pressure to ban plastic straws by introducing a new lid with a built-in drinking straw. While marketed as a more eco-friendly alternative, this new lid actually contained more plastic by weight than the old straw and lid combined. Although it could be recycled, unlike its predecessor, the move was met with skepticism, with many seeing it as a mere attempt to appear environmentally conscious rather than enact meaningful change.

The psychological effects of greenwashing are an emerging field of study within psychology, with ongoing research seeking to understand its impact on consumers and stakeholders. However, there is still a lack of consensus among studies regarding the precise effects of greenwashing.

Variations in consumer behavior observed across different studies may be attributed to cultural or geographic differences, highlighting the need for further research to explore these nuances. As the field continues to evolve, a deeper understanding of how greenwashing influences attitudes, beliefs, and behaviors will be crucial in addressing its effects and promoting genuine sustainability efforts.

The European Commission and national consumer protection agencies issued their yearly study of consumer websites for EU consumer protection legislation infractions in January 2021. The research investigated green claims on consumer items and concluded that 42% of websites likely made false or misleading claims, which might violate unfair commercial practices laws.

Greenwashing is a major threat to sustainable finance regulatory frameworks as worries about corporate sustainability claims grow. ESG funds have been linked to greenwashing by ESMA. Since the Paris Agreement (2015), more funds have imprecise ESG designations, misleading investors. The Directorate-General for Financial Stability, Financial Services and Capital Markets Union (DG FISMA

The EU has achieved a tentative agreement to enforce new reporting criteria for enterprises with over 250 employees and €40 million in sales to address these issues. To prevent greenwashing, these firms must provide ESG information. These disclosure requirements start in 2024.

In 2023, the European Commission will establish an ESG rule to improve openness and integrity in ESG ratings. These policies seek to boost investor confidence and true sustainability in European financial markets. (Regulation of ESG rating in the European Union are proposed EU regulations of enviromental, social and corporate governance/

Possessed Photography, thanks to



Thanks for submitting!


  • Facebook
  • Instagram



bottom of page