Ever been in a relationship with someone who says all the right things, but turns out to be all talk? Well, not only is that a red flag when you’re dating, it’s something that plenty of brands and companies do too. It’s called “greenwashing”, and it’s basically the gaslighting of sustainability.
Does the following scenario sound familiar? You care about people and the planet, and you’re trying your best to make greener choices in your daily life, and then bang—just like any smooth-talker sending flirty DMs—you get swept off your feet by a greenwashing brand that knows exactly what to say to win you over, lower your guard, and open your wallet.
Greenwashing—making false or misleading claims about the environmental benefits of a product or practice—is easy to define but can be hard to spot. So how do you know when to swipe left on a brand and move on? Well, as your temporary self-appointed “wingperson”, we’re going to show you how to spot some of the red flags these greenwashers are waving.
Greenwashing red flag #1: Vague words
Product labels are like dating app profiles: You can’t take everything at face value. Words like “eco-friendly” and “natural” sound nice—but without proof, they mean nothing. Are there more specific details elsewhere on the label, for example? Does the brand make more information easily available online? Are there sustainability seals on the product (like our little green frog) that you recognize as being trustworthy? If a label’s suspiciously vague wording is giving you “fear of commitment” vibes—that’s a red flag!
Greenwashing red flag # 2: Nature-themed product packaging
Green letters? Leafy imagery? Earthy vibes? Nature-themed packaging is often cute and eye-catching, but it could be catfishing. Just like a profile picture with the subtle-enough-that-you-didn’t-notice-until-it-was-too-late filter, misleading packaging can fool you into thinking a product is more sustainable than it really is. Make sure to look closer to verify what you’re seeing is real!
Greenwashing red flag #3: Big promises, no receipts
If it sounds too good to be true, it usually is! No product is single-handedly saving the planet. You’re not going to trust a wild declaration of love from someone you’ve just met, so why would you trust a wild claim from a brand with the very obvious motive of coming between you and your hard-earned cash? Dig deeper and look for details and data. If a brand is all talk and no action, then it might be time to move on.
A true love match: Spotting the real green flags
So how can you know what—and who—can be trusted? Look for actions, not just words. At the Rainforest Alliance, we’ve spent nearly 40 years helping farmers grow some of your favorite foods and beverages (think coffee, tea, cocoa, bananas, and more) in harmony with nature. Our certification program—with its little green frog seal—is based on rigorous requirements to help protect forests, tackle climate change, and promote the rights and wellbeing of rural communities across Latin America, Africa, and Asia.
Our frog is pretty picky: A company can’t just stick our certification seal on their products. We have a robust verification system in place—with checks by independent auditors—to ensure that companies, and the farmers they source from, meet our certification requirements.
It’s a tough market out there, with lots of brands vying for your attention, but your choices really do make a difference. So just remember that not all labels are created equal, and make sure there’s more behind the seal you’re looking at. Because real sustainability—like real love—is honest, consistent, and built on trust.
Don’t settle. Choose Rainforest Alliance Certified.
Act today to put a stop to false promises and phony green claims.
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