As the impacts of climate change become more pressing, consumers are placing greater importance on environmental responsibility and businesses are taking notice. In an effort to align with these values, many businesses are now promoting themselves as “green” or “sustainable.” Not all eco-friendly claims are created equal. While some businesses are genuinely committed to reducing their environmental impact, others engage in greenwashing, a practice where misleading or exaggerated claims are made to appear more environmentally responsible than they actually are.
For businesses trying to do the right thing this can make ethical choices more difficult. So how can you spot greenwashing and make truly sustainable decisions?
Buzzword Breakdown: What Green Labels Really Mean
Words like “biodegradable,” “compostable,” and “carbon neutral” sound great, but they’re often misunderstood
or misused.
Biodegradable
The product will eventually break down into natural elements, but how long it takes and under what
conditions matters. A product that biodegrades in 100 years isn’t exactly eco-friendly.
Carbon Neutral
A carbon neutral product or service balances out the carbon emissions it creates, usually through carbon offsetting. While helpful, offsets should complement, not replace, real emissions reductions.
Compostable
Compostable items break down into nutrient-rich soil, but only under specific conditions, often in industrial composting facilities. Look for certifications to back this claim.
Tip
If a product carries one of these labels, check for independent certification or specific explanations of what the claim means.
Spotting Greenwashing Tactics
Companies sometimes use vague language or misleading visuals to make their products seem more eco-conscious than they are. Here are common greenwashing tactics to look out for:
Vague Claims
Terms like “eco-friendly” or “natural” without specifics or certifications are a red flag.
Irrelevant Claims
Promoting that a product is free of a substance it never contained to begin with.
Deceptive Imagery
Green packaging, leaves, or earth imagery can give a false impression of sustainability.
Hidden Trade-Offs
A product made from recycled materials may still be packaged in plastic, reducing its overall eco-friendly impact.
Trustworthy Eco-Certifications
Thankfully, there are independent certifications that help cut through the noise. These include:
FSC® (Forest Stewardship Council)
Ensures paper and wood products come from responsibly managed forests.
Australian Carbon Trust
Certification
Recognises organisations and products that measure, reduce, and offset their carbon emissions.
Green Star
Used by the Green Building Council of Australia to rate the environmental performance of buildings and products.
GECA (Good Environmental
Choice Australia)
Australia’s only independent, not-for-profit ecolabel, covering everything from office supplies to cleaning products.
ISO 14001
An international standard for environmental management systems, showing a business is actively managing its environmental impact.
Tip
When sourcing supplies, ask your supplier for these certifications, or look for them on product listings.
Meeting Certification Standards in Your Business
If your organisation is seeking to meet certifications like ISO 14001, Green Star, or the Australian Carbon Trust, consider the following steps:
1. Audit your current suppliers and products
Are your suppliers certified by recognised industry bodies? Do they hold up-to-date environmental, ethical, or quality certifications?
2. Choose reputable suppliers
Work with companies like COS that offer transparency and proven sustainability credentials.
3. Train your team
Ensure your procurement and facilities teams understand how to evaluate green claims and choose certified alternatives.
4. Track your environmental impact
Use reporting tools and supplier documentation to measure and report on your improvements.
By learning how to spot misleading environmental claims, understanding the significance of credible certifications, and sourcing products from trusted, transparent suppliers, your business can confidently cut through the clutter of green marketing.
This not only helps you avoid falling victim to greenwashing but also positions your brand as a responsible leader in sustainability. Taking these steps empowers your organisation to make informed decisions, reduce its environmental impact, and contribute meaningfully to a greener, more ethical future.
