How to Avoid Greenwashing in Your Sustainability Initiatives

Greenlabeling refers to companies using labels on products without substantiated claims to back them up as a way to market their products to an environmentally conscious audience. For example, a product could be sold in packaging that would imply it’s sustainable with recycling logos and green coloring which would give the consumer the impression that it is a sustainable choice, when that is not the case.

Greenrinsing refers to when companies make vague claims, but continually shift their goals to deflect accountability.

Greenlighting is similar to gaslighting in that it refers to companies that will heavily market a small aspect of sustainability as a way to distract from other more harmful actions they are continuing.

Greencrowding is used to hide environmental harm by emphasizing low goals with little impact that are often talked about a lot but pushed down the line. Companies will often do this by taking small action in related ways, rather than addressing their own environmental impact.

Greenshifting occurs when companies with a direct negative environmental impact will push consumers to take responsibility for their small actions. One example of this is when companies that sell products with a lot of packaging campaign for their consumers to reduce waste, rather than reduce waste themselves.

Greenscamming refers to attempts to show environmental action by creating organizations that look and sound like non-profits, but that are actually serving the interests of the company. This is why it’s important to do your research before partnering with anyone!

Set short-term goals with tangible impacts that you can share with your audience to help build trust. For example, when you support one of our reforestation projects, you will receive an impact report highlighting your work, which you can share in a timely manner to demonstrate that you are doing what you said you would do.

Work in partnership with organizations like One Tree Planted to take the guesswork out of establishing credibility and impact. As experts in the reforestation space, we are able to ensure that your dollars will make a difference right from the start.

Incorporate sustainability into different aspects of your operations, from front-facing campaigns to employee engagement. It’s important to consider your impact from multiple angles and show that you are taking action across the board.