In today's world, where climate change has become an undeniable reality, more and more people are trying to live sustainably. Companies are also responding to this demand, but not always sincerely. Many companies spend more money on marketing their "greenness" than on actual action. to minimize environmental impact. We call this phenomenon greenwashing – the practice of creating a false or misleading impression about the environmental friendliness of a product.

What actually is greenwashing?

The term was first coined by activist Jay Westerveld in 1986, when he noticed the irony in hotel cards encouraging guests to reuse towels to „save the planet,“ while the hotel was wasting natural resources in other areas. Today, greenwashing encompasses a wide range of practices—from vague claims to outright lies. According to a 2020 EU audit, nearly half of environmental claims on websites were deceptive or misleading.

10 examples of misleading marketing in practice

The following examples illustrate how companies try to improve their image without fundamental changes in their operations:

1. „"Bioplastic" and "biodegradable" products: Many companies use these terms to give the impression of being environmentally friendly, but in reality, these plastics may be made from petroleum and only decompose in industrial composters, which are not commonly available.
2. „"Ecological" bottled water: Names like "eco-bottle" give the impression of sustainability, even though it is still plastic, the production and transportation of which has a huge carbon footprint compared to drinking tap water.
3. Cosmetics with "natural ingredients": Manufacturers emphasize a few natural extracts, while the product contains harmful chemicals. The term „natural“ is not regulated by law.
4. „"Low-emission" vehicles: Car manufacturers promote models that have only slightly reduced emissions compared to older versions, but they are still powered by fossil fuels and contribute significantly to pollution.
5. Sustainable collections in "fast fashion": Brands like H&M and Zara are promoting collections made from organic cotton (e.g. Conscious or Join Life), but these only make up a fraction of their production, with the rest of the business model based on overproduction and unethical conditions.
6. Oil giants and renewable energy: Big energy companies invest millions in advertising about solar and wind energy, even though the vast majority of their revenues still come from oil and gas extraction.
7. Foods in deceptive "eco" packaging: The use of cardboard, which has a thin plastic layer inside, makes it impossible to recycle the entire package, although it visually appears environmentally friendly.
8. Sustainable Aviation Fuels (SAF): Airlines promise lower emissions thanks to SAF, but these fuels often only make up a minimal percentage of the mixture, which does not significantly change the overall balance of the flight.
9. Green investment funds: Banks offer "sustainable" funds, which may also include shares in companies that profit from fossil fuels or unsustainable industries.
10. Recycled plastics in car interiors: The use of a small amount of recycled material in the interior is presented as a revolutionary ecological innovation, although in the context of the entire life cycle of the vehicle it is a negligible shift.

How to detect a "green lie"?

To avoid being deceived as a consumer, it is important to follow certain warning signs (so-called red flags):

• Vague language: Using words like „eco-friendly,“ „sustainable,“ or „green“ without specific definitions and measurable data.
• Misleading visuals: Images of forests, flowers, or the color green on packaging are intended to subconsciously evoke a sense of purity, even if the product has nothing to do with nature.
• Hidden compromise: Highlighting one detail (e.g. recycled paper on the box) while concealing the toxic composition of the contents.
• Fake certificates: Companies create their own graphic brands that resemble official independent certifications to inspire false trust.
• Irrelevant statements: Highlighting something that has long been a legal requirement, such as claiming that a spray is "freon-free.".

The view of the Slovak consumer

Slovaks are skeptical about green marketing. According to a 2023 survey by the MNFORCE agency, up to 64 % people think that companies' eco-activities are just pure marketing. Participants in Slovak focus groups stated that they notice „green“ trends especially in cosmetics, clothing and food. Greenwashing has a direct impact on the Slovak market breach of trust in brands, which harms even truly honest manufacturers.

Legislative stoppage coming

The European Union is already taking steps to protect consumers. The new Green Claims Directive is to introduce strict rules. Companies will have to back up their claims with scientific evidence and verified information, otherwise they will face fines. General claims such as "carbon neutral" based only on emission compensation schemes (e.g. tree planting) will also be banned.

When shopping, look for verified independent certificates such as GOTS (textile), FSC (wood and paper), Fair Trade or VEGAN. A truly sustainable company is transparent, publishes concrete data about its impact, and is not satisfied with just a green sticker on the packaging. JRi&CO2AI