Greenwashing targets well-meaning shoppers

SPRINGFIELD, MO –  Later this week, America will celebrate Earth Day.

Do you want to be more eco-friendly? A good place to start is with shopping habits.

Many brands have been doing something called “greenwashing” for years.

It’s a tactic that convinces consumers to spend more on products that have a “green” label.

The problem?

“Unregulated terms like ‘clean’ or ‘green’ can mean anything brands want them to mean,” says Dr. Jamie Grigsby, assistant professor of marketing at Missouri State University.

Now more than ever, consumers want to support businesses that align with their values. A recent Nielsen report found that 73% of millennials and 62% of generation Z prefer to purchase and support sustainable brands.

“Brands started to realize that people care about green products,”  Grigsby adds.

“But sustainable practices come at a higher cost to the brands,” he says.  “The easier and cheaper answer is for brands to greenwash their products.”

Become an eco-savvy shopper

So, how can you tell if a company is backing up its eco-conscious claims?

Grigsby recommends looking for companies that participate in third-party oversight like the Global Reporting Initiative (GRI). Organizations that participate in the GRI must meet a set of standards including environmental, social and economic impact.

Additional tips include:

• Shop for local meat and in-season produce when possible. The shorter distance between the farm to your table will not only mean fresher, tastier food but a reduced carbon footprint.
• Shop slow fashion and the secondhand market. The textile industry is responsible for 20% of global wastewater. Buying higher quality items that will last longer, shopping secondhand and taking care of the items you already have will help to reduce your personal impact.
• Familiarize yourself with the ecolabel index. This online directory can help you make sense of the ecolabels you see on everyday products, from hamburger meat to window cleaners to dishwashers.