Greenwashing - what it is and how to avoid it.

Ahhh, greenwashing, a term you've probably heard thrown around but might not really know what it means, so we're going to give you a little more context into what it is and why it sucks. You've probably unknowingly been victim to it at some stage. We sure have. But now, by using a critical lens to look at all things ‘sustainable’, we've learnt how to see through the smoke and mirrors.

Greenwashing can come in many forms with terms like biodegradable, compostable, natural, green and even eco. All phrases that sound good and play on your values and do-good desires, right? Don't get me wrong, when used in the right way they might actually mean what they say, but too often businesses slap them on regular products in spruced-up packaging and call it a day.

Greenwashing tricks us by promoting regular old stuff as green and ethical when in actual fact they're the same old thing with a 'natural' looking facelift.  We're here to tell you that things may not always be as they seem, and especially when it comes to plastics, it's always a good idea to take a closer look at what that really means.

For example…

We're not going to name and shame any specific brands here, but you'll get the picture all the same. Our least (most?) favourite example is a particular range of kitchen products sold at major supermarkets that are masquerading as 'green' and cost a pretty penny more for the honour. And while a few of them are better, like foil made with recycled aluminium and unbleached baking paper that’s made from plantation wood fibre (but not recycled fibre), the plastic ones are more than a bit questionable. Terms like degradable and biodegradable are proudly plastered on many products, so let's take a minute to consider what they mean.  

Degradable is greenwashing at its finest! This basically means that the plastic will break down into tiny pieces over time – but won't we all? Some products even proudly claim that they break down when exposed to the environment. But instead of that being a good thing, think about what it actually means... microplastics. These terms are marketing strategies that play on our desire to make better environmental choices, and they work!

Unless you know what to look for, of course you'll trust what it says on the packet, because surely if it says its greener, its gotta be, right? Unfortunately not. We don't want plastics breaking up into tiny fragments to be ingested by animals, getting into natural systems and showing up in even the most remote parts of the world. With little regulation or standards around these terms, this can be thrown around as a clever marketing ploy while potentially actually being even worse for the environment!  

Biodegradable

There's also 'biodegradable', a term you're all probably familiar with. While you might think biodegradable means that it's made of plant-based materials and the brain thinks 'natural', this isn't always the case. Biodegradable and bioplastics (plastics made from plants and renewable materials aka PLA) are not necessarily the same thing. When plastered on plastic products, biodegradable also generally means there is a chemical additive included that will make it break into smaller pieces, or can even be 'oxodegradable', which means its a pretty conventional product designed to break down quicker.

These plastics, which frankly just play on our desire to make good choices or do less bad, are not only problematic because they can fragment into tiny pieces, but they can also be tricky to recycle and can reduce the quality of the higher quality plastic collected. So, read the labels carefully, and consider what the product is and whether the claims seem legit If there's a shadow of doubt in your mind or something doesn't add up, do a quick internet search before you buy.  

Compostable

We also want to quickly mention compostable products, and what you should look for. The key difference to consider is whether the product is certified home compostable or needs to be processed in a commercial composting facility. The majority of compostable plastics will need the latter – for example plant-based plastic cutlery and cups, known as PLA plastic. And this can be tricky because we don't all have access to commercial composting, and if it's not going to end up there then it's pretty much just destined for landfill.

Many places have trouble recycling PLA plastic or even being able to separate it out from regular plastic, so avoid these when you can and opt for things that are closer to their natural state like sugarcane takeaway containers and wooden cutlery if you have to use disposable items. If you're buying products, look for certified home compostable, which means they've met the criteria to make these claims and this isn't just a BS marketing strategy. These days it's possible to get postage mailers, snack packets and even bathroom products that are home compostable. It's important to note, that unless you're composting it in your own compost, these are often not suitable for council organic waste bins and will be considered a contaminant (but check with your council). And I don't imagine any of us will want too many compostable plastic bags in our home compost bins, so always try and avoid or reduce as the first step.

So, in summary…

The problem with a lot of these terms and why greenwashing hoodwinks us so effectively is that at the moment there is very little regulation around what people can and can't say when it comes to environmentally-friendly claims. There's no requirement to prove you're doing what you say you are, like there is with organic or fair trade certification. By being that little bit more critical and not just taking things at face value, you can make better choices and show these companies that you're more clever than they think. Look for transparent businesses that are straight up about what they're doing and what they stand for, and any certifications and impact reports that back it up.  

Here at The Goodways we'll do the research and the fact-checking for you, so you can be sure that the choices you're making align with your brand values and you're supporting companies that match them. We know it's hard to see through the BS, and that's why we're here. Get in touch today for a no-strings-attached free 15-minute consultation where we can talk you through how we can help your business cut through the noise to match you with suppliers and resources you can trust.