“Things are often better said than done” is a proverb that perfectly describes the phenomenon of greenwashing, where something sounds far better than its actual reality. In this context, products or brands that appear “green,” decorated with leaf imagery, sustainability logos, or environmental claims, are not necessarily genuinely committed to protecting the environment.

Greenwashing has emerged amid a global push toward sustainability and environmentally friendly lifestyles. Many industries and companies take advantage of this shift by applying “green” concepts to their products or branding in order to attract consumers—especially as people become more aware of environmental issues. Data from the Katadata Insight Center (KIC) shows that 60.5% of consumers purchase environmentally friendly and sustainable products because they want to help preserve the Earth.

While this figure is encouraging, consumers still need to make wise purchasing decisions. As young people equipped with critical thinking skills, it is important to distinguish between genuine environmental claims and marketing trends. Consumers also need to be aware of whether products are truly sustainable from upstream to downstream and whether they are genuinely needed—not simply purchased out of FOMO.

What is Greenwashing?

Greenwashing is a marketing practice in which companies or industries make misleading or unfounded environmental claims about the ecological impact of their products. These claims are often unsupported by legitimate evidence and serve merely as a marketing strategy to polish the image of a company or product without taking real environmental action.

Greenwashing can take many forms, such as attaching labels like eco-friendly, nature-friendly, biodegradable, organic, or natural. Sometimes, brands use beautiful nature imagery and misleading metaphors to create the impression that their products are environmentally friendly. However, greenwashing goes beyond labeling—it also appears in advertising campaigns and public relations efforts designed to influence a wider audience.

The term greenwashing or green sheen first appeared in 1985, coined by environmentalist Jay Westerveld. While staying on an island in the South Pacific, he noticed something odd when a hotel displayed a sign encouraging guests to reuse their towels “to save the environment.”

Westerveld suspected that the hotel management simply wanted to reduce laundry costs rather than genuinely focus on environmental conservation. Since then, the term has grown increasingly popular among environmental activists and professionals in marketing and advertising.

Another example is when an extractive company launches a CSR program involving the planting of thousands of tree seedlings with local communities. The activity is then widely promoted on social media, news outlets, and sustainability reports. However, at the same time, the company continues clearing forests on a massive scale for mining operations. In fact, the area being deforested is often far greater than the number of trees replanted.

So, why is it important to understand greenwashing? Because indirectly, it deceives consumers into continuing to buy products without understanding the processes behind them. This negatively affects consumers and creates confusion for people who genuinely want to contribute to environmental preservation. Ultimately, it slows down real environmental progress.

Signs That a Product or Brand May Be Greenwashing

Before purchasing a product, consumers should look for certain warning signs in the product or brand itself. One common sign is the use of vague language such as eco-friendly or natural without clear details or certifications. We should question: Who says it is eco-friendly? And where is the supporting data?

In addition, products made from recycled materials cannot automatically be considered environmentally friendly if their manufacturing process still creates pollution. Sustainability should cover the entire chain—from raw materials and production to distribution and the final product. Having only one environmentally friendly aspect does not necessarily contribute meaningfully to environmental preservation. These four elements are deeply interconnected.

This is why credible certifications such as B Corporation, FSC, or Ecolabel are important. Without them, there is no proper oversight, making it difficult to verify positive environmental impact or trustworthy sourcing. Consumers should also be skeptical of exaggerated phrases like “saving the planet” or “the best choice for Earth” when there is no measurable evidence behind the claims. Often, these are simply emotional marketing tactics.

Lastly, transparency matters. Ethical brands should provide detailed impact reports, product sourcing information, and even acknowledge the limitations of their products. This allows consumers to trace and verify their claims. If such information is absent, the credibility of the brand should be questioned.

How to Check Environmental Claims

This is where young people need to activate their critical thinking toolkit before buying products. One way is by looking for third-party certifications such as Certified B Corp. In Indonesia, ecolabel regulations are governed by the Ministry of Environment and Forestry Regulation No. 2 of 2014 regarding Ecolabel Logos. There are two types of ecolabels: labels issued by Ecolabel Certification Institutions (LSE) or Ecolabel Verification Institutions (LVE), as well as self-declared ecolabels claimed by producers, importers, distributors, retailers, trademark owners, or other related parties.

Consumers should also explore official websites and ESG reports that transparently display annual reports, carbon footprint data, and sustainability programs. In addition, it is important to compare multiple sources by checking independent articles, investigative reviews, and global certifications. Finally, look into the company as a whole: does it have a poor environmental track record? What does its supply chain look like?

Although these steps may seem time-consuming, they are actually part of consumers’ efforts to choose products that truly match their needs while supporting environmental sustainability. At the same time, this can encourage companies to take greater responsibility in improving their production practices.

So, have you started becoming more aware of greenwashing—and taking action against it?