GREEN
What is greenwashing?
Merriam-Webster defines greenwashing as 'the act or practice of making a product, policy, activity, etc. appear to be more environmentally friendly or less environmentally damaging than it really is.'
Greenwashing may look like:
"Some companies spend more time and money on making themselves look environmentally friendly than on actually minimizing their environmental impact (Sippel 2023)."
• Vague wording or buzzwords
• Lack of details
• no solid plans or timeline
• few or no legitimate certifications
• bold claims with little
One example of greenwashing: ikea ran an ad saying 'Plant trees and protect our planet' in 2019. it was later revealed that 'IKEA has been making beechwood chairs using illegally sourced wood from the forests of Ukraine’s Carpathian region, an area home to endangered species such as bears, lynxes, wolves, and bison (ZEROSMART 2022)
What causes it? How is it harming us?
'Yale Program on Climate Change
Communication revealed that at least 40 percent of Americans... reward companies that are taking steps to reduce global warming, and the same number say they intend to punish those companies that are not. That is incentive enough for companies to get on the climate wagon (Kazior 2022).'
In a sad sense of irony, greenwashing seems to stem from companies that want to gain the trust of those who have genuinely good intentions in mind for their planet.
Greenwashing immobilizes the public by lulling them into a false sense of security through corporation lies and deception. it allows companies to continue their harmful and unsustainable practices, while using the planet they claim to love for monetary gain and blaming the average person for climate change.
how can you spot it?
Read beyond the labels, Don't fall for nature-based imagery, Pay close attention to certifications, and consider what you're not being told (NRDC 2023).
some tocertifications look for
While advertised as being 'easier to recycle', it was found that the real reason for sprite's change from green to clear plastic was to make it harder to identify the bottles in photos of landfills.
'Some companies spend more time and money on making themselves look environmentally friendly than on actually minimizing their environmental impact. This results in businesses continuing with their existing business models, which prioritize short-term profits and delay climate action.' (Sippel 2023)
How do we counter it?
Follow the 7 core principles of climate change communication:
• Show real people
• Tell new stories
• Show climate change causes at scale
• Show emotionally powerful impacts
• Understand your audience
• Show local (but serious) impacts
• Be careful with protest imagery
Research the companies you buy from keep your peers informed Organize locally Hold corporations accountable
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◦ Lindwall, Courtney. “Learn to Spot Greenwashing.” Www.nrdc.org, 9 Feb. 2023, www.nrdc.org/stories/learn-spot-greenwashing.
◦ Merriam-Webster. “Definition of GREENWASHING.” Www.merriam-Webster.com, 2023, www.merriam-webster.com/dictionary/greenwashing.
◦ National Oceanic and Atmospheric Administration. “Climate Change Impacts.” National Oceanic and Atmospheric Administration, NOAA, 13 June 2025, www.noaa.gov/education/resource-collections/climate/cl imate-change-impacts.
◦ Peel-Yates, Victoria. “Greenwashing Examples from 2020 & 2021 | Worst Products & Brands.” The Sustainable Agency, akepa, 23 July 2021, thesustainableagency.com/blog/greenwashing-examples/
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◦ Press Release. “Nestlé Poland Sued for Greenwashing | ClientEarth.” Clientearth.org, 2025, www.clientearth.org/latest/press-office/nestle-poland -sued-for-greenwashing/.
◦ Robinson, Deena. “10 Companies and Corporations Called out for Greenwashing.” Earth.org, 17 July 2022, earth.org/greenwashing-companies-corporations/.
◦ Sippel, Camille. “What Is Greenwashing and What Can Be Done to Stop It? | ClientEarth.” Clientearth.us, 2023, www.clientearth.us/latest/latest-news/what-is-greenw ashing-and-what-can-be-done-to-stop-it/.
◦ Venn Creative. “Visuals & Media - Key Insights - Climate Outreach.” Climate Outreach, 12 Apr. 2023, climateoutreach.org/visuals-media-key-insights/