How greenwashing fools us

“Sustainable.”

“Eco-friendly.”

“Natural.”

We’re surrounded by products that are made to sound “green” and good. Greenwashing is everywhere. And, according to a recent study by a global consulting firm, it’s also very effective. Worst of all, it works especially well on those who say they are concerned about the environment.

Here’s how greenwashing can work, and what can be done to blunt its power.

It’s not always outright lies.

By greenwashing, I mean misleading claims made by a company about its environmental credentials. They’re designed to hoodwink consumers.

“Research shows, again and again, that expressing greenness can be beneficial for companies and brands,” said Menno D.T. de Jong, a communications professor at the University of Twente in the Netherlands.

De Jong told me that greenwashing is often characterized by claims that are incomplete or unverifiable. That makes them difficult to disprove. “It is very hard for normal people to evaluate green claims,” he said.

Even when presented with the full picture, de Jong said, reality might not sink in for many consumers. “When they are confronted with third-party information that the green claims may not be entirely true, they may not be inclined to believe that the company is telling complete lies,” he said.

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