by Stephanie Ho Lem, CHCA Director of Living Green
With global warming affecting our lives, people are becoming more conscious of the fact that they need to be part of the solution and not part of the problem. More people have increased their efforts to reduce, reuse, and recycle, and purchase products that are eco-friendly and sustainable.
This isn’t going unnoticed. Companies are realizing that being eco-friendly sells. They can put eco-friendly claims on their products while continuing to use unsustainable ingredients, or they may change the packaging of an existing product providing no evidence or testing to back their claims. They may care but the choice to reduce or maintain their profit margin is simple. They’re fully aware that eco-conscious people are willing to part with more money for sustainable products.
The term “greenwashing” was originally coined by prominent environmentalist Jay Westerveld in a 1986 essay in which he claimed the hotel industry falsely promoted the reuse of towels as part of a broader environmental strategy. Years back on business trips, I recall my many stays at hotels, there would be a note requesting I reuse the towels to save the environment. Apparently reusing towels was a cost saving measure for hotels to lower their costs. At that time, the environment was not front and center. Now it is and it’s the norm to reuse towels and leave the sheets for a couple of days during hotel stays.
Have you been greenwashed? Our world is more eco-friendly, so it appears, but have you picked up a product because the word “natural” or “recycled” is on the packaging.
Greenwashing is when an organization or brand spends more time and money on marketing themselves as environmentally friendly than on actually being environmentally friendly or acting as if they have a greater positive environmental impact than they actually do.
We can’t always avoid greenwashing but here are some guidelines when you shop:
• Remember that while some “green” claims are true, others may be false, misleading, or unsupported by adequate evidence.
• Be vigilant when you come across a vague or broad statement such as “eco-friendly” and “safe for the environment.” Without any further explanation of the claim, it might lead to misinterpretation and deception.
• Don’t be fooled by nature-themed images like water, clouds, plants, animals, and earth, or colours used on packaging and in marketing.
• When you see eco logos or labels, make sure they are trustworthy.
• All consumer goods have an impact on the environment, even those that claim to be “green.”
If you have doubts about an environmental claim, don’t be afraid to reach out to the company and ask them questions. If you believe that a business may have made a false, misleading, or unsupported environmental claim, report it to the Competition Bureau at https://competition-bureau.canada.ca/contact-competition-bureau-canada/complaint-form.
The Competition Bureau enforces laws that can address environmental claims that are false, misleading, or not based on adequate and proper testing. New laws were passed in June 2024 requiring companies to be able to substantiate environmental claims they make.
Please note that the content provided is for informational purposes.
Sources: Greenwashing-Springer Link, Environmentalist Jay Westerveld, Environmental Claims and the Competition Act, Competition Bureau of Canada, The Sustainable Living Guide, Calgary Herald Dec24/24.
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