Feb 9

How to Navigate Laws and Expose Greenwashing for Business Owners and Consumers

Whether you’re a business owner wanting to make the world a better place to live or a consumer trying to make better choices in your family’s life, there’s so much noise in the world today, that sometimes it’s hard to hear the truth.

So, we have to find the truth out on our own. And that’s what I’m here to do.

Green Promises or Empty Words? How to Spot Greenwashing in the Marketplace

Greenwashing. You’ve heard the term. And we’re not talking about dying your hair green. We’re talking about those untrusty leaders out there that claim to be taking care of our planet. You don’t want your business labeled as an eco-imposter, do you?

So, what does it mean, anyway? The term greenwashing popped up in the 1980’s¹, just like me. 😉 Greenwashing is when a company claims that they are environmentally friendly by making vague statements or promoting misleading certifications. Using marketing techniques, these companies try to appeal to conscious consumers.

Why do they do this? Because, guess what? More people will buy the product that is sustainably made than the one that isn’t.

So, how can we spot these companies that are greenwashing and find companies that are doing the right thing? And how can you, as a business, be sure to make green promises instead of empty words?

Here are some pro-tips on how to find the real MVPs:

Look for credible certifications and labels like Energy Star, Forest Stewardship Council (FSC®), Rainforest Alliance, 1% for the Planet, Certified B Corporation, USDA Certified Organic, or Carbon Trust Standard, OEKO-TEX
Look for products that are recyclable, made from recycled material, biodegradable, or reusable and/or repairable
Look for companies that have a Recycle or Give Back/Buy Back program=Circulatory
Look for products that come in minimal or recyclable packaging
Be wary of vague or exaggerated claims. Look for specific and quantifiable data.
Check the company’s commitment to sustainability, its supply chain practices (blockchain technology is a bonus!), and its history of caring for the environment. Pro tip: Videos/Pictures are a winner here, especially if they show behind the scenes, their warehouse, the supply chain in action, etc. Transparency
Do your own research on the company. Are there other articles, journals, blogs, or environmental organizations that talk about the company and their efforts?

I will give you a diverse list of some (obvi there’s sooo many more!) of the companies I have found that meet these qualities above to get your started.

10 Companies Paving the Way in Sustainability

Etica: “Etica”, meaning ethical, washes their super cute denim pieces using E-Flow technology. This converts water into nanobubbles, which is like washing with a vapor. Hello water saving! They also plan to be plastic free at both their headquarters and factories by 2024.
Boody: We all need undies baby! Bamboo ones that is. From a B-corp certified company choose from women’s, men’s, and baby’s essentials made responsibly. Recycle with them through their Retold program.
Cotopaxi: Going on a trip? Check out Cotopaxi, a B-corp certified company that has gear for good, which provides grants to nonprofits and 1% for the planet. What’s more is you can return or exchange gear, have repairs made, or trade in gently used items.
Pact: Pact has a pact to make change. With their Vela bag (the responsibly made, carbon-neutral, FSC™ certified, and completely recyclable paper bag packaging) and Give Back Box program, you can be sure that you are shopping with a sustainable company. Fair Trade USA, Global Organic Textile Standard and SimpliZero certified stylish clothing for the whole fam.
Flawsome Drinks: What a wonky and wonderful company this is, taking unwanted fruits and vegetables and making them into delicious drinks while giving back. This B Corp certified family business is on mission to save fruit and donate a million drinks to charities around the UK.
Cariuma: Looking for shoes with purpose? Check out their site for all the certs this company has (B Corp certified of course) plus their clear- as-water sustainability choices in all aspects of their super sweet looking—and feeling—kicks.
For Days: Circular fashion at its core. Love, love, love this concept. If you have not heard of this company, you’re missing out, my friend. Buy a Take Back bag and fill it with your unwanted clothing so it doesn’t end up in a landfill. Ship it to them and they use your textiles to create new products. The money you paid for the bag goes to your closet cash to spend on recycled goods from brands you love. Sa-weet!
Septembertheline.com: The founder is an avid surfer and designer from NY who worked with several popular brands. Looking for swimwear that lasts? You got it here with hot designs made from generated nylon. Active wear available, too! Truly makes you want to hit the beach.
Boll & Branch: 100% organic Fair Trade Certified™ Bedding made by artisans so you can sleep in comfort knowing that you’re supporting family run farms and factories. Yes, please!
United By Blue: Ocean lovers unite! (I’m one of them) B-corp certified, transparent company dedicated to removing trash from our oceans. Women and Men’s clothing & accessories made from low waste materials. Check out their website and join a clean-up!

Looking for clean beauty products? Check out some companies here.

In the ecommerce space, businesses need to be aware of several regulations to avoid penalties, fines, and negative press. But, it’s also good for consumers to know these standards as well.

Key Regulations for Ecommerce Businesses

Just like kids have to follow rules in the classroom and adults have to follow laws in their communities, businesses have to adhere to laws and standards to be sure they are operating in a responsible and ethical way. This is called regulatory compliance.

Regulators…Mount up:

Environmental Regulations: Obviously, these are to reduce the impact of businesses on the environment, so these would be things like waste management, carbon emissions, product labeling, energy efficiency etc.
Sustainable e-commerce businesses have to specifically focus on waste management, carbon emissions, product safety, and energy efficiency
Consumer Protection Laws: This is all for the buyer, to be sure that the consumer has access to correct information about the products they are buying.
Labor Laws: These laws protect the rights and safety of the workers. Things like fair labor practices, working conditions, and wage requirements are examples of labor laws.
Import/Export Regulations: Businesses need to follow trade agreements, tariffs, and customs of movement of goods across borders to protect everyone involved.
Environmental Marketing Claims (FTC Green Guides): The Federal Trade Commission's Green Guides help guide businesses to create truthful marketing claims that are supported by evidence.

Thinking about all of these laws can seem daunting at first, but once you have steps in place, success and sustainability of your business is in the future.

Steps to Ensure Compliance

It may seem like a humongous task for new business owners wanting to create a trust-worthy, ethical business. But, in the end, complying with these regulations creates protection from the government, a great reputation, and customer trust.

Read up on the laws and get familiar with them.
Develop policies and procedures outlining the steps to meet the standards. Don’t do this alone.
Create a team you can trust. Train your team on your policies and procedures and be sure they understand the regulations.
Regularly review, reevaluate, and update. Make sure you communicate with everyone on your team.
Seek legal advice when necessary. It’s okay to ask for help.

Avoid Greenwashing with Green Marketing

If you’re part of a sustainable business, you need a copywriter who understands these terms and can market your company the way it deserves to be. And if you’re a consumer, you need to understand when companies make exaggerated or false claims for their products to cash in on the trend. Protect the planet and make informed choices by recognizing greenwashing and supporting companies with genuine environmental practices. Take a stand and raise the bar for corporate responsibility in the marketplace.