What is greenwashing?

Greenwashing refers to a marketing practice in which a company makes unsubstantiated or misleading claims about the environmental benefits of its products, services, or practices in order to appear more environmentally friendly than it actually is. This term highlights the disconnect between a company's public image and its actual environmental performance. It often leads consumers to believe that they are making sustainable choices when in reality, those choices may not have any meaningful environmental benefits.

This practice can undermine genuine sustainability efforts by confusing consumers and diluting the impact of real sustainable initiatives. Companies engaging in greenwashing might invest more in marketing their supposed eco-friendliness rather than implementing substantive changes that would genuinely reduce their environmental impact. Overall, greenwashing is a significant concern in sustainability discourse, as it can create mistrust among consumers and hinder advancements in environmental practices across industries.