How to Spot the Misleading Advertising Labeling an Item or Action as Eco-friendly or Sustainable (Greenwashing)
1. According to a 2020 survey by McKinsey, 78% of U.S. consumers favor a sustainable lifestyle, yet the Federal Trade Commission (FTC) plays a very limited role cracking down on greenwashing. Many companies and corporations use marketing tactics to create a sustainable appearance that doesn't actually exist. Buzzwords such as "all-natural," "eco-friendly," and "sustainable," cannot be taken at face value, but require us to investigate the packaging, website, or social media to see if the company clearly defines the reasoning behind their use of the term. When looking for products that are truly eco-friendly and sustainable, you can trust the following certifications: Green Business Network, USDA Organic, Leaping Bunny, B-Corp, Environmental Working Groups (EWG), Green Guard, GOTS, and Fair Trade Certified.
2. A report by Capgemini states that 77% of retailers found sustainability efforts led to increased brand loyalty, and that honest companies provided extensive product detail that included supply chain information, listing hazardous chemicals banned in factories, source-based carbon footprint, and general thoroughness and transparency. Buzzwords such as "carbon neutral" means that a company is reducing its emissions to the point that it equals emissions output, while "net-zero emissions" accounts for all greenhouse gas emissions from a company, not just carbon. To see if claims are genuine, look on a company's website for its programs for renewable energy and community projects, and verification of carbon offsets. The University of Massachusetts Amherst's top 100 Polluters indexes can provide more context for how company emissions rank as well as how to understand the classification system used in determining a company's greenhouse gas emissions.
3. Biodegradable materials can naturally decompose with help from bacteria and small organisms, but chemically treated items like wood and paper products can become toxic as they break down. Instead of buying products listed as "biodegradable" or "compostable," look for Biodegradable Products Institute certification - a verified third-party mark of true biodegradability. Many "compostable" items (like "compostable" bioplastics) only degrade in industrial composting facilities, but not in home compost bins, or when thrown into the garbage or landfills. Swap items like paper plates with versions that can be washed and reused, and check out "Breaking Down Barriers to Composting" at greenamerica.org/composting-barriers to learn more.
4. Sustainability language is often confusing and used by corporations to promote false or questionable green certifications, product labels, or press releases and commercials. Trusted verifications are a good indicator that a company is honest about being green, and include: USDA Organic, Non-GMO Project, Rainforest Alliance, Environmental Working Group (EWG)-verified, Fair Trade America, Fair for Life, and Green America's own Certified Green Business. Read more about green certifications in "Is It Greenwashing? Or Is It A Sustainable Business?" at greenamerica.org/greenwashed-or-sustainable. Meanwhile, you can encourage advocacy groups, nonprofits, small businesses, and individuals to hold big businesses accountable when they can. The Federal Trade Commission (FTC), in response to consumer demand for greater transparency and validation of company claims, is seeking public comment in support of the expansion and enforcement of the Green Guides, last updated 11 years ago. Educate yourself, friends, and family on tackling greenwashing as we step toward a greener world.

Laura Raedeke
EcoFaith Network NE MN Team
Lutheran Church of the Cross, Nisswa, MN
Northeastern Minnesota Synod