What is Greenwashing?

Greenwashing has become a buzzword in conversations about sustainability, but what does it really mean? At its core, greenwashing refers to companies misleading consumers about their environmental practices or the sustainability of their products. These tactics give the illusion of eco-friendliness while masking harmful practices.

The Greenwashing Definition

The term greenwashing was coined in the 1980s by journalist Jay Westerveld. He introduced the term while critiquing a hotel policy that encouraged guests to reuse towels. The hotel claimed this initiative was to protect the environment, but it became clear the primary motive was to reduce laundry costs. The issue wasn’t just the policy itself—it was that the hotel promoted this single action as evidence of environmental responsibility while its other practices were environmentally harmful. In essence, the greenwashing definition describes deceptive marketing or PR strategies used to make a company or product seem more environmentally friendly than it truly is. While it may sound harmless, greenwashing undermines genuine sustainability efforts and misleads consumers who want to make ethical choices.

Greenwashing Example: H&M’s “Conscious Collection”

A prominent case of corporate greenwashing is H&M’s “Conscious Collection.” Marketed as an eco-friendly clothing line, the collection was designed to appeal to sustainability-conscious consumers. H&M highlighted claims such as the use of organic cotton and recycled materials, positioning the line as a greener choice within the fast fashion industry.

However, when investigators actually looked into this collection, it was not all that H&M claimed it to be. The brand provided minimal transparency about the actual environmental impact of the materials used or the processes involved. Critics argued that the term “Conscious” was deliberately vague, lacking clear metrics or certifications to back its claims. 

Even if the line was completely sustainable (which it was not),  producing a small sustainable line while maintaining a fast fashion model—a business approach heavily reliant on overproduction and disposable clothing—undermined the company’s eco-friendly messaging.

The Sustainability Blueprint: Patagonia

Some brands are doing amazing things and making ethical decisions in their business, and as consumers, it is frustrating that we have to do so much research to ensure we are supporting the right brands, but that is the reality. 

In contrast to greenwashing tactics used by H%M, Patagonia is an example of genuine sustainability. The company uses a majority of recycled or organic materials in its products. It provides detailed transparency about its supply chain, allowing consumers to trace the environmental and social impact of their purchases. 

Patagonia’s Worn Wear program encourages customers to repair and reuse clothing rather than buy new, significantly extending the lifespan of its products. The brand also resells refurbished items through its online store, reducing textile waste. Beyond its products, Patagonia actively invests in environmental causes, such as being a 1% For The Planet member and committing its profits to fight the climate crisis. This holistic approach ensures that Patagonia’s eco-friendly claims are backed by substantial, measurable action, setting a gold standard for sustainability in the apparel industry.

How to Spot Greenwashing

Knowing how to spot greenwashing empowers consumers to make better choices. Here are key red flags:

Vague Claims
Phrases like “eco-friendly” or “all-natural” are meaningless without specifics. Look for certifications like Fair Trade or B Corp for credibility.
Overemphasis on Packaging
Some companies highlight sustainable packaging while ignoring the environmental impact of the product itself (yes it’s great that the mailer is compostable but the shirt is made entirely of plastic so is it really that exciting?)

Selective Transparency
If a business advertises one green initiative but hides its broader environmental footprint, it’s likely engaging in corporate greenwashing tactics.

Concluding Thoughts: Actions Over Words

Despite growing awareness, greenwashing in business remains widespread. The pressure to appear sustainable often leads companies to prioritize optics over genuine change. As consumers, we can choose to do more research, and support businesses that are truly transparent instead of hiding behind a veil of buzzwords.