How can you Avoid Greenwashing?
Both brands and consumers can avoid greenwashing by seeking out proven and certified environmental and social impact. Greenwashing is used with the goal of making sales under false claims of sustainability. Being anti-greenwashing means taking real, demonstrated environmental and social action.
Three Ways to Identify Greenwashing
Brands that greenwash have sustainability claims that start and end with marketing. Greenwashing can be identified by looking for:
- General terms like “green”, “sustainable”, or “eco-friendly” that aren’t backed up with certification or other data
- Sustainability and impact claims that are not paired with proof or any type of demonstrated impact
- “Goals” that don’t come along with clear plans for action and follow-up on progress
Anti-Greenwashing Strategies
Brands who avoid greenwashing and gain loyalty from conscious consumers typically share a few key strategies:
- Certifying Impact: Brands that offer products that clearly display certifications like Fair Trade Certified™ on their packaging and marketing materials provide a simple way for shoppers to find verified value-aligned products.
- Reporting and Transparency: Setting and sharing sustainable sourcing goals is an important way for brands to communicate their intentions and values. Reporting on the progress of those goals is essential in maintaining trust.
- Traceability: Consumers want to know where their products are coming from and ensure that brands are taking action to ensure fair and sustainable production.
- Continued Progress: Most consumers aren’t expecting perfection, but they do value transparency. When brands share strong plans for the future, it shows a continued effort to go against greenwashing and toward real positive impact.
Brand Leaders
Brands like e.l.f. Beauty, DeathWish Coffee Company, West Elm, and NatureSweet utilize certifications, including Fair Trade Certified, to communicate their values and demonstrate their commitment to ethical and sustainable practices. When consumers see consistent long-term dedication to creating positive impact for planet and people, they are more likely to stay loyal and recommend those brands to friends and family.
Industry leaders also help inspire and inform other brands. When brands consistently resonate with consumers and establish themselves as trusted names in their industries, they influence other brands to follow their lead and adopt higher standards.
Our Commitment
Fair Trade USA™ provides a consistent and proven model of impact. We are committed to going beyond greenwashing by ensuring that every product using the Fair Trade Certified label is made according to our rigorous standards that improve worker livelihoods, strengthen communities, and protect our planet.