Greenwashing in 60 Seconds
Greenwashing happens when organisations exaggerate or mislead people about how sustainable they really are.
It can look like vague claims like “eco-friendly,” “natural,” “carbon neutral”, or glossy campaigns that highlight small wins while hiding bigger harms.
The problem is simple: greenwashing erodes trust.
It confuses consumers, undermines real progress, and makes genuine sustainability work harder to recognise.
A common example?
Airlines promoting “carbon neutral” flights through cheap offsets, while emissions keep climbing.
The fix is transparency.
Clear data, independent verification, and honest communication over marketing spin.
Don’t just look green. Be seen doing good.
💬 3 Questions to Spark a Chat
What sustainability claims does your organisation make, and are they backed by data?
How can transparency and verification build trust with customers and stakeholders?
What’s one example of “greenwashing” you’ve seen recently, and what could have been done differently?
