What is Greenwashing?
Greenwashing is the practice of making misleading or “empty” claims about a product or company’s environmental benefits and impacts. Greenwashing is a type of deceptive marketing that often uses general phrases like “green”, “sustainable”, or “eco-friendly” to gain trust and sales without actually providing any evidence.
Verifying Claims with Certifications
As consumer preferences for sustainable and value-aligned products have increased, more brands are using greenwashing to try to make their products stand out on the shelves. But, consumers are looking for and becoming more skilled at identifying products that back up their claims—and certifications like Fair Trade Certified™ are highly trusted to verify real impact.
Consumer studies show that many shoppers are looking for certifications to ensure that brands are actually taking action and not just greenwashing. Consumers are also often willing to pay more for products with demonstrated proof of their ethics and sustainability claims.
Fair Trade USA
Certified i s one of the most recognized and trusted certification options among both brands and consumers. All products that feature the Fair Trade Certified label are made according to rigorous social, economic, and environmental standards, and the brands that show a deep commitment to Fair Trade are often recognized and trusted industry leaders.
Real Impact, Real Marketing
Greenwashing is all marketing without verifying claims, which is why brands who greenwash will always fall short of attracting and maintaining value-focused customers. Fair Trade brand partners are gaining immediate recognition and brand trust by using the label on their products and sharing their impact in their marketing materials. Real impact is landing with today’s consumers—and certification is an effective way to verify and communicate brand impact.