In today’s market, where sustainability has become a selling point, many brands are quick to label themselves as “eco-friendly,” “natural,” or “green.” But behind these glossy tags, not every claim stands true. Green washing is a term that is used when companies mislead consumers about the environmental benefits of a product or practice of a product has quietly grown into a clever marketing tool. For consumers who truly care about the planet, telling the difference between genuine efforts and superficial claims has become more important than ever.

To separate real change from empty promises, one must look beyond the buzzwords. Real change is often backed by transparency—brands that openly share their sourcing, manufacturing processes, and long-term sustainability goals are far more trustworthy than those hiding behind vague terms. Checking for third-party certifications like Fair Trade, FSC, or B Corp helps too. Genuine brands often talk less and do more. If a company invests in reducing waste, improving labor conditions, or innovating with biodegradable materials, it usually shows in their actions, not just their ads. As consumers, asking questions and doing a little digging can help us choose better—and slowly shift the market from green washing to real, lasting change.

Green washing vs. Real Change: How can consumers tell the difference?