When sustainability becomes a marketing gimmick – Why greenwashing affects us all

More and more companies are embracing sustainability – with green labels, plant-decorated packaging, and promises like "climate neutral" or "environmentally friendly." It sounds good. But often, it's more marketing than genuine commitment. The phenomenon has a name: greenwashing.

🎭 What is greenwashing actually?

Greenwashing describes the attempt by companies to portray themselves as more sustainable, ecologically sound, or socially responsible than they actually are through communication and PR. This is less about real change and more about a green image.

Typical examples:

• Shampoo in “green” with a tiny amount of organic extract, but full of microplastics

• Fashion chains that promote sustainable collections but produce fast fashion on an assembly line

• Food brands that promote carbon offsetting while relying on factory farming

The problem: Consumers are deliberately misled – and real sustainability is devalued.

🏢 Greenwashing at big players

H&M : H&M's "Conscious Collection" has been criticized several times because it represents only a small part of the product range and the sustainability claims are often not transparently documented. Source: wiser.eco

Shell : The oil company Shell was sued by the German Environmental Aid (DUH) for advertising "CO₂-neutral driving" without adequately explaining how this neutrality is achieved. Source: DUH

Coca-Cola : According to Greenpeace, Coca-Cola has been the world's largest plastic polluter for several years, despite advertising claims to the contrary. Source: Greenpeace

🧾 Why is this dangerous?

1. Consumers are losing trust – and no longer know who to trust.

2. Real pioneering brands are drowned out by the green marketing noise.

3. Political change is being slowed down because companies hide behind PR.

4. Greenwashing protects the problem – not the climate.
   

🧠 How do I recognize greenwashing?

• Unclear terms: “close to nature”, “environmentally friendly”, “climate neutral” – without evidence

• Individual measures instead of strategy: e.g., “We recycle our office paper” – but destroy rainforest

• Packaging tricks: lots of greenery, leaves or animals – but ingredients and supply chain are questionable

• No transparency: no credible seals, no real evidence, no independent audits
  

✔️ What to do?

As a consumer, you can protect yourself by:

• pay attention to certified labels (e.g. Natrue, Ecocert, FSC, Fairtrade, Cosmos, Flustix)

• Ask questions : What's really behind the product? What does the supply chain look like?

• supports smaller brands that work truly transparently – like Biork.

For us, sustainability means no plastic. No greenwashing. But true responsibility – from production to shipping.

Conclusion: Greenwashing may make a short-term impression, but it doesn't stand up to reality. It's time we take a closer look. And strengthen brands that act honestly - like Biork.