Genuinely green
Beauty meets environmental stewardship
Natural. Eco-friendly. Clean.
It’s easy to believe marketers’ claims about beauty products being sustainable. However, these assertions can be misleading. Here’s how to spot greenwashing and make truly impactful purchases.
Identifying greenwashing
Greenwashing is a marketing tactic that’s growing, yet there’s no single definition. It often involves companies misleading consumers into believing their products are more sustainable than they are. Common examples include claiming polypropylene is recyclable when it’s rarely recycled in practice.
Other instances of greenwashing
• Using nature-inspired imagery without making sustainability claims.
• Highlighting one eco-friendly aspect while ignoring other less sustainable ones.
• Falsely claiming certifications or mimicking certification graphics.
• Sharing unsupported statistics or percentages without reliable backing.
• Using vague terms like “nontoxic,” “green,” or “eco-friendly” without clear definitions.
Making meaningful efforts
To identify brands that genuinely practice sustainability, look for honesty and visible actions. For example, some brands are transparent about the trade-offs involved in their choices. A brand might use plastic in its refill program because it’s the best option available, explaining their rationale openly.
Transparency involves sharing both the benefits and drawbacks of their practices, with an understanding that no solution is perfect. Many brands also donate a portion of profits to environmental causes, tracking their impact through apps that show how much plastic has been recovered or how much land has been protected.
Other companies demonstrate environmental stewardship, like sourcing ingredients sustainably or supporting fair trade. For instance, some brands hand-pick local botanicals, while others buy plastic waste from waste pickers and recycle it into new packaging.
A consumer’s game plan
To avoid falling for greenwashing, stay informed and skeptical. Words like “transparent” or “clean” shouldn’t be taken at face value. Investigate how brands define and implement these terms. Check if their claims are backed by supporting information or independent certifications.
It’s also essential to consider the product’s end-of-life. Research whether your local recycling programs accept the packaging or contact experts for guidance. The percentage of recycled content in the packaging is crucial—higher is better. If a container has a grey tinge, it likely contains 100% post-consumer recycled material.
By Carime Lane
Article Courtesy of Alive Magazine
