It's 2025 and big companies have learned that being eco-friendly might help them secure more sales. The practice of pretending to be sustainable has been called "greenwashing" and it can be sneaky and hard to spot so we thought we would share some tricks and tips on how to shop in a more sustainable way.
1. Look for the Fair Trade Federation logo!
Anytime you see this logo, you know you're in the clear.
The Fair Trade Federation has strict Code of Practice (read it here!) and strong values! We are members and so many of the brands we love and respect are, too! The Fair Trade Federation has a list of all members with links to shop them directly here.
Okay so we get it- you want to know if the things you are seeing in a big box store are trying to greenwash. We'll try to help you the best we can!
2. What kind of images are being used?
The quickest way for a brand to quickly communicate "eco-friendly" greenwashing is with images. They might add things like leaves, trees, flowers, or other natural images to convey that they are being "eco-friendly" when they are not changing anything about production. The best example we can give you of this imagery misuse is the disposable plastic water bottle aisle in the grocery store. The next time you are in the grocery store take a peek. Forests, streams, scenic mountains, and greenery on all of the packaging. What are those images trying to convince you of? Why are they there?
3. Environmental buzzwords
Be wary of words that have no specific legal definition. Words and phrases like "eco-friendly", "natural", and even "BPA free" all have no oversight for their use. Any brand can take those words and similar buzzy phrases to draw you in and make you think that they are doing good work. Some brands that are using these phrases are being intentionally vague and are often in the sector that are a biggest part of the problem of climate change.
4. Overzealous language
Brands who are greenwashing often have a new sustainability initiative every year. They run whole campaigns based on how sustainable they are being now and how much better they are treating all of their employees. But, you may remember that they had a similar campaign around the same time last year and the year before that and so on and so on. They may be sharing the same or similar goals over and over with no real movement forward. Or you may notice that a brand has a "net-zero" pledge. That by some year in the future they will be eliminating or offsetting pollution producing practices.
5. Sneaky sneaky businesses
Another easy way to spot greenwashing is by poking around on an "eco-friendly" brand's website. Is there any actual evidence on the website about the work they are doing? We're looking for hard numbers and real facts here. If they don't have those you should start hearing alarms. A total lack of transparency is an easy way to spot greenwashing, too. No clear information on the location of production facilities means they are definitely hiding something. Truly sustainable brands are proud of the work they do and the professional tradespeople they partner with to make their goods.
BONUS TIP: Shop Small when and where you can
Small business owners have to choose each and every product they stock. And that often means they have done research on each brand they are choosing to carry. Become a regular somewhere and ask the person working what they can tell you about the brands they carry. We promise that it isn't weird and those small businesses would love to answer any questions you may have.