There’s no end to the “green” terminology that has entered our lexicon over the past several decades. In the late 1970s, green began being widely used to describe all things of an environmental nature. By the late 1980s, the term “greenwashing” was coined to describe a company that wanted to present cost-saving measures as an effort to protect the planet, even though the company was not necessarily concerned with its environmental impact.
It’s no wonder, then, that in the 2020s we are now faced with “green fatigue.”
What is green fatigue?
Green fatigue is largely a result of greenwashing. It’s a term used to describe consumers’ growing weariness of hearing companies’ sustainability claims because they’re skeptical of greenwashing tactics. The term can also be used to describe consumers feeling discouraged by past experiences with green products that didn’t perform as they promised. It’s also used to describe consumer exhaustion over having to do extensive research to ensure the products they choose are indeed non toxic, when they feel that burden should be on the companies presenting their products as green.
Sound familiar?
An August 2023 Pew Research Center survey found that two-thirds of U.S. adults think corporations and businesses are doing too little to reduce climate change. PwC’s May 2024 “Voice of the Consumer” survey of more than 20,000 shoppers found that 85% are experiencing effects of climate change in their daily lives and prioritize sustainability practices in their consumption.
However, it’s difficult to prioritize sustainability when you don’t feel you can trust the companies that are manufacturing and selling the products you use every day.
What are companies doing about green fatigue?
As manufacturers realize the problem of green fatigue among consumers, many are responding by cutting back on promoting their green practices and focusing instead on their product efficacy. While this doesn’t mean that manufacturers of safe, non toxic products are cutting back on their actual eco-friendly, sustainability practices, it does mean that they see their true statements as competing with false greenwashing claims made by other manufacturers and don’t want to be mistaken as following suit.
Is this good or bad?
Well, it goes back to how much research a consumer has to do to ensure the products they choose are indeed non toxic. While non-specific claims aren’t helpful, straightforward statements such as what you won’t find in a product formula can be, especially if you already know you are sensitive to an ingredient, such as fragrance or dyes, or are morally opposed to something like farm-raised ingredients. It’s important to seek out honest, transparent brands you trust to provide only safe, non toxic products for you and your family … Like Pure Haven.
Pure Haven strives to make the safest, most effective products with only non toxic ingredients, no compromises. We do the research for you, formulating our products using sustainable and natural ingredients and utilizing safe synthetics where necessary. We are the first and only company in the United States committed to providing a full line of personal care and home products that truly work better than their toxic counterparts. We put together a list of ingredients to avoid to help you do better for yourself and your family, and you can be sure that you’ll never find those toxins in your Pure Haven products.
Ask your Pure Haven Consultant about our pure standard and our complete collection of guaranteed non toxic products for skin, hair, body, home, and more.
Source:
Baruah, A. 2022 Sept 2. Explained | What is Greenwashing and how is it related to Climate Change? – Climate Fact Checks.