“Greenwashing”: Why Do Some Brands Act Eco-Friendly Just to Look Good in Ads?
The Ad That Made Me Think Twice
I still remember watching a Coca-Cola ad back in my college days.
It proudly said their bottles were “100% recycled”. The visuals were perfect: green forests, blue oceans, and happy people holding bottles. It looked like they were saving the planet.
For a moment, I really believed it. I thought, “Finally, a big brand is doing something good for the environment.”
But a few weeks later, I read a report by ClientEarth. It said that while the bottles were recycled, the caps and labels were not recyclable. That’s when I realised the truth.
They weren’t completely lying, but they weren’t being honest either.
And that’s what we call greenwashing.
Table of Content
What Is Greenwashing?
Greenwashing is when brands pretend to be eco-friendly just for marketing.
They use nice words like “eco”, “organic”, or “natural” and fill their ads with green colours, plants, and nature scenes. It makes us feel like they care about the Earth. But in reality, not much has changed
The factories still pollute, the packaging is still plastic, and the damage continues, only now the brand looks cleaner.
It’s like putting a green coat of paint over something dirty and calling it new.
Why Do Brands Do It?
The answer is simple – because it works.
Today, people care more about the planet. We want to make good choices and buy sustainable products. So, when we see words like “eco-friendly” or “sustainable”, we feel better about our purchase.
Brands know this. Instead of changing their products, many just change their message.
They launch “green” versions, post about planting trees, or print “eco” on packaging while still harming the environment in other ways.
For many, it’s not about helping nature; it’s about protecting their image and profits.
Some even hire marketing experts to create fake “sustainability stories” that sound nice but lack proof.
It’s all about feelings, not facts.
How to Spot Greenwashing
The good thing is that once you know what to look for, it’s easy to spot greenwashing.
Here are some warning signs:
- Vague words: “Eco-friendly” or “green” with no clear explanation.
- Green visuals: lots of leaves, nature, and Earth icons to look “eco”.
- Hidden truth: Showing one small good thing while hiding the bad ones.
- No proof: No certificates, reports, or data to support claims.
Real eco-friendly brands are transparent. They share how their products are made, how they cut emissions, or how they handle waste. True change is seen in action, not just in slogans.
What Can We Do?
As consumers and especially as marketers, we can make a difference.
Before believing any “green” label, ask questions like:
- What makes this product eco-friendly?
- Are their materials truly sustainable?
- Do they show proof or just say nice words?
If we create ads, we should focus on honesty. It’s okay to show progress, even if it’s not perfect. But pretending to be sustainable just for attention will always fail in the long run.
We can also support smaller, transparent brands that are truly trying to improve. Every purchase and every conversation counts.
Conclusion: More Than Just Green Words
Greenwashing may work for a while, but not forever.
Once people find out the truth, trust is gone, and no brand can buy that back.
Real eco-friendly companies don’t just talk about change — they work on it, step by step.
They may not be perfect, but their actions speak louder than their ads.
So next time you see a brand claiming to “save the planet”, take a moment to look closer.
Because sometimes, they’re not saving the Earth, they’re just saving their image.
