Conscious Consumer

Definition :

NOUN / (ˈɡriːnˌwɒʃ) /

behavior or activities that make people believe that a company is doing more to protect the environment than it really is
Source : dictionary.cambridge.org

Many people ask why companies choose to use greenwashing as a tactic? Companies choose to market their products as "green" or "environmental" to persuade the public that they are participating in sustainable practices in an attempt to sell more products. These claims can be false or exaggerated.

According to the HBR they “found that 50% of consumer packaged goods growth from 2013 to 2018 came from sustainability-marketed products…Most important, products marketed as sustainable grew 5.6 times faster than those that were not. In more than 90% of the CPG categories, sustainability-marketed products grew faster than their conventional counterparts.”

This proof shows that companies are realizing that consumers are starting to care about sustainability in larger groups. Therefor if they participate or put the appearance to participate in sustainable business practices they will significantly increase their sales.

However, due to the large amount of greenwashing currently happening from major corporations it requires the consumer to do a little more research before purchasing. And sometimes research before going to the store and accepting these claims at face value.

How to spot Greenwashing :

Companies that show little to no evidence are most likely not participating in sustainable business practices. Most companies have a page dedicated to these practices on their website.
Companies that have no participation with third party certifications. They may include GOTS certification, FSA, rainforest alliance and many more. You can download my conscious consumer label guide here which gives a breakdown of 20 different third party labels to look out for.
No transparency. All companies should be transparent on how they are focusing on sustainable efforts.

Examples of Greenwashing :

Re-branding using earthy colors or leaf and tree designs to persuade the consumer that the company has made sustainable changes.
Using buzz words such as : natural, recyclable, organic, eco-friendly, all-natural and others with NO PROOF. Many of these words are not regulated when put on packaging so they don’t have real meaning unless followed by a certified label.
Not being transparent about their practices on their website or social media.
Claiming to be sustainable or eco while still being a one time use plastic item.

As consumers we have to actively research companies policies to ensure we are supporting practices we believe in. Greenwashing has proven that companies will make changes based on the consumers preference. And if sustainability is a driving factor for your purchase we must hold them accountable. And that means truly making change within the company vs just pretending to make change. Your dollar is your vote. Spend it wisely.