Greenwashing – What it Means and How to Avoid it
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Greenwashing – What It Means and How to Avoid It
When is a “green” brand not really an eco-friendly one? When it’s guilty of greenwashing. In today’s world of conscious consumers, it’s easy for brands to sprinkle buzzwords like “organic,” “natural,” and “pure” across their packaging without living up to those ideals. But real sustainability runs deeper than marketing.
What Is Greenwashing?
The term greenwashing — a play on “whitewashing” — was coined in the 1980s by environmentalists to describe how corporations masked their environmentally harmful practices with glossy campaigns. Today, the same misleading tactics appear in everything from food and fashion to home goods and bedding.
Greenwashing can be subtle — a vague claim in an ad — or deliberate, with entire campaigns designed to mislead customers about a brand’s true impact.
How to Recognize Greenwashing
The first clue? When a company’s sustainability message sounds perfect but lacks real proof. Watch out for “feel-good” marketing that uses soft colours, leaves, or recycled imagery without offering transparency about sourcing or production.
Tip 1: Don’t Believe the Hype
Big claims often hide small efforts. If a company shouts about one eco-initiative, look closer at its overall record. Using recyclable packaging doesn’t make up for non-sustainable raw materials or unethical labour practices. True sustainability should be proportional to a brand’s footprint.
Tip 2: Look for Proof
Honest brands back their promises with clear evidence — supplier details, audit reports or verifiable certifications. If a company avoids transparency or if its sustainability page feels vague, that’s a red flag. Genuine sustainability thrives on openness.
Greenwashing Examples
One of the most infamous examples is Chevron’s “People Do” campaign — a multi-million dollar ad push promoting environmental programmes that were, in reality, legal obligations. At the same time, the company violated major pollution laws.
The same pattern repeats across industries: loud marketing, little accountability. Even in textiles, some bedding brands use terms like “eco-friendly” or “natural fibres” to appear sustainable while relying on conventional, pesticide-heavy cotton.
Tip 3: Check for Trusted Logos
Certifications are key. Look for independent labels like the Global Organic Textile Standard (GOTS) and the Fairtrade Foundation. These standards trace products from field to finish, ensuring safe working conditions, chemical-free processing and genuine environmental care.
Be cautious with less rigorous labels — for example, OEKO-TEX Standard 100 only ensures the final product is free from certain toxins, not that it was sustainably farmed or ethically produced.
How Square Flower Does It Differently
At Square Flower, good design starts with good intentions. Every product we make is certified GOTS organic and crafted from Fairtrade Cotton — ensuring every thread supports people and the planet. Our commitment to transparency and quality means no hidden shortcuts, no green gloss — just genuinely better bedding.
Because when sustainability is real, it doesn’t need to shout — it simply speaks for itself.