Greenwashing is when a company purports to be environmentally conscious for marketing purposes but actually isn’t making any notable sustainability efforts. We are seeing this happen more and more frequently and have written about in the recent article Greenwashing – What is it & how does it affect your choices as a consumer.
Glossary
Bookmark this page and Refer Back to When You Need It Most!
Here are some common terms to be aware of when analysing whether something is truly sustainable or if it is a case of greenwashing.
‘Biodegradable’
You have to question whether ‘biodegradable’ is necessarily better for the environment as these products are not always home compostable, and if biodegradable products end up in landfill, they will most certainly give off greenhouse gases.
To truly assess the impact of a product, we need to consider its whole life cycle – so how was the biodegradable product made, and how were the materials for it sourced?
When something is described as biodegradable, even compostable, that’s extremely broad. Most materials will eventually biodegrade, but how long will it take? Will it be safe for the environment when it breaks down? Many biodegradable products release methane as they break down. If these items are contributed to landfill, they can actually do more harm than good.
‘Environmentally Friendly’
What does this mean? Compared to what? Everything we consume has some kind of impact. Anyone selling something with that claim should be able to explain how it’s better for the environment than the alternative.
‘Ethical’
This is a vague self-description which means different things to different people. Are they referring to their entire business model, or just one or two aspects of it? If so, which ones, and do they provide clear policy statements on these?
‘It’s what the public/our customers are telling us they want.’
There is no quantifiable study here or evidence – this is just based on qualitative thoughts.
‘Locally grown/organic/sustainably sourced
There can be many social and environmental benefits to locally-grown food. It probably involves fewer food miles, for example. But it’s possible to be locally grown and also produced in a way that harms the land and spews out greenhouse gases. Environmentally friendly food growers should have clear policies on things like soil conservation, minimising the use of synthetic fertilisers and pesticides, conserving biodiversity, and reducing greenhouse gas emissions in the way the food is produced, not just in the way it is transported.
For larger businesses, you can expect this to be independently certified. The Soil Association, Rainforest Alliance and EU Organic labels set standards for environmental protection, and the Forest Stewardship Council and the Marine Stewardship Council set standards for sustainable forestry and fishing. The RSPCA mark ensures that farm animals are cared for to certain standards.
For smaller businesses it gets more tricky, especially if it the product is sourced from overseas, because the process of getting certified is often more expensive than small businesses can afford. In this case it may not be possible to know for sure whether a product has been produced to certain standards. If the business is very small, such as a producer you meet at a farmer’s market, you may be able to talk to them directly about the way they produce food.
‘Natural’
Calling something ‘natural’ is often a red flag that it is anything but.
‘No nasty chemicals’
It’s fair to ask: specifically which chemicals have been avoided, and why? The product must be made from something, so how is it better for health/the environment than the alternative? It takes a lot of expertise to assess the impact of different substances on human health and the environment, so is whoever is making this claim qualified to do so?
Non-toxic
This is our least favorite label because I believe it’s the most dangerous. Nothing is non-toxic. Somethings are just more toxic than others.
‘Plastic-free’
A popular claim, but what is used instead of plastic, and is this is better for the environment? This is a red flag that a business has jumped on the proverbial bandwagon without a serious assessment of its environmental footprint.
‘We believe’
Used in both product marketing and politics – ie ‘Here at our friendly eco-business, we believe that natural is best,’ or ‘in our party, we believe that policy ‘x’ is the best way to achieve these goals.’ OK, sure, but what evidence is this based on?
Also, be aware of Environmental Imagery where businesses also use images of plants, trees, birds, or animals to try and promote an eco-friendly image, even if the image has no association with the product.
If you are new to the property buying process and would like some help or advice get in touch. We are one of London’s leading bespoke real estate firms and would be delighted to help you acquire your dream property. Call direct on + 44 (0) 207 993 4081 or simply send an email for a fast response.
Media Enquiries
Stonelink International Media Team London
Tel: + 44 (0) 207 993 4081 or send an email
