Although the word “greenwash” only appeared in the Merriam-Webster dictionary for the first time last year, the practice of greenwashing has been around for far longer. And the longer it remains in practice, the more it will affect not only our health, but the health of the planet.
Greenwashing is the term for when a company or brand falsely presents their businesses and products as environmentally friendly in order to win customers or attract investors. This can involve use of misleading terms and environmental imagery on labels, as well as making outright false, unsubstantiated, or unverified claims related to the sustainability of their goods.
In the short term, greenwashing enables manufacturers to get their goods into the hands and homes of consumers across the globe, where it may lead to untold personal health detriments over time. People believe the claims that a product is “clean,” “natural,” or “green,” and therefore harmless, without doing the homework of researching ingredients, and then unknowingly expose themselves and their loved ones to harmful toxins.
In the longer term, as more and more corporations greenwash their products and practices, the urgent needs of our environment are being put on the backburner. As long as greedy manufacturers can dupe consumers for the sake of earning a buck (or billions!), they will. And those harmful products are being put out into the atmosphere and being washed down our drains and into our waterways.
We can’t truly make a difference in the climate crisis without eliminating greenwashing practices.
Thankfully, consumers are becoming more educated on the problem of toxins in everyday products, and future consumers are gearing up to demand an end to greenwashing as they set expectations of greater transparency, accountability, and sustainability from brands. In an article published on Nasdaq.com discussing Gen Z (those born between 1997-2012) behavior, the author states, “Data from McKinsey shows that 88% of Gen Zers are doubtful about businesses’ eco-friendly claims” and that “GenZ is demanding greater corporate accountability to combat greenwashing, and is highly skeptical of marketing claims in this area.”
A proposed Securities and Exchange Commission (SEC) climate disclosure rule, titled “The Enhancement and Standardization of Climate-Related Disclosures for Investors,” intends to standardize and improve access to corporate sustainability disclosure information and make climate disclosure mandatory for certain companies. Although this rule seems to be primarily aimed at protecting investors, the transparency it requires may signal at least the beginning of the end of greenwashing, as manufacturers will no longer be able to ignore and/or hide the impact their practices have on the environment. The new rule forces companies to adapt to the values of younger generations.
Until those rules are put in place and enforced, there are alternatives to the harmful products greenwashing manufacturers sell. Pure Haven does the homework of avoiding toxic ingredients, so you don’t have to worry. Shop Pure Haven with peace of mind, knowing that every product you choose is made from only 100% safe, non toxic ingredients. Learn more here and talk with your Pure Haven Consultant about choosing the right non toxic products for you and your family.
Sources:
Meers, B. (2023 Apr 17.) From Greenwashing to Accountability: Six Tips for Executives to Change the Corporate Conversation Around Sustainability and Embrace Transformation | Nasdaq.
Sullivan, N. (2022 Dec 1.) Unpacking the 490-Page Proposed SEC Climate Disclosure Rule – CarbonBetter.