Consumer guide

Green-washing

What exactly is green-washing and how can we avoid falling for fake claims? Are there any ways you, the consumer, can find out what is the truth behind a product?

Green-washing has become the new white-washing, and is definitely not the new black. But many companies make claims that are not necessarily related to behaving NICE, or in accordance with ethical and environmentally safe practices. 

There are many routes a company can take to green-wash themselves. They can make vague claims or omit important and relevant facts. They may do this inadvertantly, just using information from their suppliers; in the recent case where several clothing companies claimed that they sold eco-friendly bamboo-clothing when they in fact sold rayon produced from bamboo - but processed in a way that uses harsh chemicals and can also release hazardous air pollutants. Not so green, in other words.

For larger companies, they have learned the hard way that the fall in grace can be brutal if the media uncovers green-washing or child-labor

With so many labels and certifications out there; it could be tempting for a label to bring on their own label signalling their "green" or ethical focus. For the consumer it is hard to judge the legitimacy of such labels. Better then just to state what one does do, and be transparent. Media has become one of the main ways of policing green claims, and following up on how the work-force is treated in the countries where the production-fascilities are located. For larger companies, they have learned the hard way that the fall in grace can be brutal if the media uncovers green-washing or child-labor. The Clean Clothes Campaign has uncovered several cases of abuse. So keep an eye on media-coverage. 

At the same time, be aware that if we want to help developing countries by trading and helping them build business; we have to accept a situation of give-and-take. Or gentle push-and-shove. We are in a process and we need the entire textile industry to clean up their act. But we also have to accept that Rome was not built in a single day.