Unmasking greenwashing
In a world where sustainability has become both a moral imperative and a powerful marketing tool, greenwashing has emerged as a troubling trend.
Greenwashing refers to the deceptive practice of exaggerating or fabricating the environmental benefits of a product, service, or company initiative.
It’s a way for organisations to appear eco-conscious without making meaningful contributions to environmental protection.
The origins of greenwashing
The term “greenwashing” was first devised in 1986 by environmentalist Jay Westerveld.
He criticised hotels that encouraged guests to reuse towels under the guise of environmental conservation — while doing little else to reduce their overall environmental footprint.
Westerveld saw this as a manipulative ploy to appear eco-friendly without genuine effort, and thus, the term was born.
Today, as Environmental, Social and Governance (ESG) performance becomes a top priority for companies and investors alike, the pressure to demonstrate environmental responsibility has only intensified.
Unfortunately, this has led to an increase in misleading claims that can deceive well-meaning consumers and dilute the integrity of genuine sustainability efforts.
How greenwashing works
Greenwashing isn’t always blatant.
Often, it involves half-truths or vague statements that mislead consumers into thinking a company is more sustainable than it is.
For example, a company might promote a product as “eco-friendly” or “sustainable” without offering concrete data or evidence to support that claim.
A 2020 study by the European Commission analysed 150 environmental claims and found that 53% were vague or misleading, while 40% lacked any substantiating evidence.
Similarly, a 2022 global survey by The Harris Poll for Google Cloud revealed that 58% of business leaders admitted their companies had engaged in greenwashing.
Greenwashing can take many forms.
A car manufacturer might tout a vehicle’s fuel efficiency as a green feature, ignoring the significant environmental toll of manufacturing the car.
Or a company may rebrand an existing product with earth-toned packaging and eco-friendly buzzwords while making no meaningful changes to the product itself.
Another common tactic is making ambitious but non-binding sustainability pledges—what some critics call “green targets.”
These often serve more as PR tools than actionable commitments.
In other cases, companies market token improvements as groundbreaking steps toward sustainability.
It is essential to consider expert opinions on the topic of “greenwashing.”
I approached Professor Azlizam, the Dean of the Faculty of Forestry and Environment at Universiti Putra Malaysia (UPM).
Prof. Azlizam Aziz
He said, “Greenwashing is not just fake ads.
It’s lost trust and stalled climate action.
Don’t let brands play you.”
Associate Prof Dr Nazre Saleh
Associate Professor Dr Nazre Saleh, from the Faculty of Forestry and Environment, UPM, said, “Greenwashing is one of those things that looks good on the surface but can be incredibly harmful in the long run.
Here, a poser pretends to care about the environment or nature just to get benefits out of it.”
Common examples of greenwashing
Let’s look at how greenwashing appears in real-world scenarios:
- Token Conservation Efforts
Think of hotel chains that encourage guests to reuse towels to “save the planet.”
While this reduces water usage, it’s often a surface-level gesture that masks the hotel’s overall environmental impact. - Misleading Efficiency Claims
One of the most notorious examples comes from a famous car company.
In 2015, the company falsely advertised its diesel engines as low-emission and eco-friendly, only for it to be revealed that the cars were programmed to cheat emissions tests. - Recyclability Illusions
A famous food chain replaced plastic straws with paper ones in 2019, claiming it was an eco-friendly move.
However, the new paper straws weren’t recyclable either — raising questions about the effectiveness of the switch. - Shrinking for Sustainability (Eco-shrinkflation)
Brands have reduced the size of their product packaging while maintaining the same price, marketing it as an environmentally responsible change.
In reality, this may be more about cost-saving than sustainability. - Carbon Offset Misdirection
Carbon offsets are often used by companies to claim carbon neutrality.
While theoretically beneficial, many offset schemes are poorly regulated.
Trees planted today could be cut down or burned in wildfires within a decade, rendering the offset ineffective.
Why greenwashing is harmful
At its core, greenwashing erodes trust—among consumers, regulators, and even within industries committed to genuine environmental stewardship.
Consumers increasingly prioritise sustainability when making purchasing decisions.
When they discover they’ve been misled, it leads to disillusionment not only with the offending brand but also with sustainability claims in general.
This scepticism can spill over into doubt about even legitimate green initiatives.
For companies, the consequences of greenwashing can be severe.
Aside from damaged reputation and lost customer loyalty, businesses can face legal repercussions and fines from regulatory bodies.
Moreover, greenwashing often reflects a deeper issue: a lack of true commitment to sustainability that, in the long run, undermines corporate resilience and innovation.
The broader environmental movement also suffers.
When greenwashing becomes widespread, it dilutes the meaning of sustainability, making it harder for consumers to distinguish between real progress and clever marketing.
Most importantly, the Earth suffers.
Time and resources are wasted on false solutions while the climate crisis continues to escalate.
Rising global temperatures, melting glaciers, worsening droughts, and wildfires—as noted by NASA—are stark reminders that we cannot afford to be distracted by empty promises.
How to identify and avoid greenwashing
For Companies:
Be Transparent and Specific
Avoid vague terms like “eco-friendly” or “green.”
Instead, clearly explain what actions are being taken, how they benefit the environment, and what measurable outcomes are expected.
Support Claims with Data
Back up all environmental claims with data that can be independently verified.
Share scientific reports, audit results, or third-party certifications.
Avoid Misleading Visuals
Don’t rely solely on nature-inspired imagery (like forests or leaves) to suggest sustainability.
These can mislead without proper context or explanation.
Commit to Long-Term Impact
Environmental actions should be sustainable over the long haul, not just tied to short-term marketing campaigns or regulatory deadlines.
Ensure Consistency
Make sure your ESG policies match your operational practices.
If a company claims to support sustainability but sources from polluting suppliers, the contradiction is clear.
For Consumers:
Do Your Homework
Research brands and products before buying.
Look for certifications from credible organisations, such as Fair Trade, FSC or Energy Star.
Read the Fine Print
Marketing language can be clever.
Look beyond slogans and inspect product details, ingredients, sourcing practices and supply chain transparency.
Push for Accountability
Support policies and leaders that prioritise environmental protection and transparency.
Encourage local regulators to implement stronger guidelines around environmental claims.
Regulation and enforcement: The global landscape
Greenwashing thrives in the absence of strict regulations.
However, many regions are now stepping up:
- European Union: Introduced a sustainability taxonomy to help investors and consumers assess companies’ environmental impact.
- Australia: Enforces hefty penalties on companies that mislead the public with false environmental claims.
- Canada: Requires that all environmental assertions be backed by accessible data.
- Thailand: Introduced the Green Leaf Certification to verify environmental practices in hotels.
- United States: While the Federal Trade Commission (FTC) has issued guidelines against deceptive environmental marketing, enforcement remains limited.
Agencies like the EPA and SEC provide broader regulatory oversight.
Despite these efforts, loopholes and inconsistencies still exist, making it essential for consumers and watchdog organisations to remain vigilant.
A call to action
The fight against climate change requires real action, not just symbolic gestures.
Greenwashing delays progress, undermines public trust, and wastes precious time.
As the planet continues to grapple with the realities of global warming, extreme weather and biodiversity loss, businesses must choose integrity over impression.
Sustainability is not just a trend — it’s a responsibility.
And while consumers have a role to play, the onus is on companies to lead with honesty, clarity, and accountability.
Only then can we build a greener, more truthful future for generations to come.
DISCLAIMER:
The views expressed here are those of the writer and do not necessarily represent the views of Sarawak Tribune.
The writer can be reached at khanwaseem@upm.edu.my.
