Definition
Vague terms, a lack of evidence, irrelevant individual aspects or statements that emphasize a small advantage and ignore larger effects are problematic.
In simple words
A green label, pictures of nature or words like conscious, eco and responsible are not proof. Good statements name concrete criteria, reference values, time periods, certifications or comprehensible data. Even correct individual information can be misleading if it distorts the overall impression.
What to pay attention to
- Look for concrete numbers, standards and independently verifiable evidence.
- Check what exactly the statement refers to: material, packaging, production or the entire product.
- Pay attention to what important information is missing or only in small print.
Common misconceptions
Greenwashing doesn’t just mean making a completely false statement. Vague, selective or exaggerated communication can also be misleading.
ESKYNA note
The bigger the green promise, the more concrete the evidence should be.