The rise of eco-conscious living has pushed more brands to go “green.” Shoppers want sustainable choices, and businesses know it. But as environmental awareness becomes more marketable, so does the urge to appear eco-friendly, whether or not the actions behind the claims hold up.

That’s where greenwashing comes in.

It happens when companies use language, colors, or packaging to suggest sustainability without doing the real work. A shampoo bottle might say “clean” or “plant-based” in bold, but the fine print reveals plastic-heavy packaging and unclear sourcing.

So how do you spot it?

Look for vague language. Words like natural, eco-friendly, or green don’t mean much without explanation. A truly sustainable brand usually lists what that means, less water used, carbon offset, ethical sourcing, or full supply chain transparency.

Check for third-party certifications. Labels like Fair Trade, Rainforest Alliance, or Global Organic Textile Standard are harder to fake than green-colored logos.

Dig into the “About” or “Sustainability” sections on a brand’s site. Clear goals, progress reports, and data suggest effort. Buzzwords and promises with no evidence are worth questioning.

Sustainability is complex. No company gets everything perfect. But when claims outweigh actions, it’s okay to ask questions, and to choose brands that do more than say the right things.