With so many of us wanting to do our bit for the planet, it can be easy to fall victim to 'greenwashing' when choosing cleaning products: the promise of impressive eco-credentials or reassuring labels which in reality, do or mean very little.
I’ve asked cleaning pros exactly what greenwashing is, how companies do it, and the phrases to watch out for when you’re purchasing cleaning products. I have also scouted out natural cleaning products that will help you avoid greenwashed products altogether and really do work to avoid the burden on the planet.
If you’re looking to clean your home without harming the planet, this information on understanding and avoiding greenwashing and its proverbial siblings greenlighting and greenshifting will help you clean more sustainably.
How to avoid falling victim to greenwashing when picking cleaning products
What is greenwashing?
Before you start trying to avoid greenwashing when picking cleaning products, you need to know what it is. ‘Greenwashing refers to the practice where companies mislead consumers by falsely portraying their products or practices as environmentally friendly,’ explains Sylvia Emuwa, cleaning expert and founder of Dinobi Detergent.
‘This can involve vague claims, misleading labels, or emphasizing minor sustainable aspects to overshadow possible significant environmental harms,’ she adds.
Picking up cleaning supplies that are truly non-toxic is a brilliant way to help the environment, as they lessen the pressure on natural resources or the state of our planet and waterways.
For those searching for tips for choosing cleaning products without falling foul of greenwashing, useful cleaning tips for making your own non-toxic cleaning products is a great start.
Avoid products with harsh or toxic solvents such as ethylene glycol ether, corrosive chemical like sulfuric acid and hydrochloric acid, and quaternary ammonium compounds which has been linked to asthma, and birth defects. Our toxicologist has more tips about non-toxic cleaning products.
What are the shades of greenwashing?
The three main shades of greenwashing are greenhushing, greenlighting, and greenshifting. ‘Greenwashing is when a company refuses to publish a full ingredient list, or does not answer questions about ingredients when someone reaches out,’ Sylvia Emuwa explains. ‘This can involve downplaying poor sustainability efforts. Greenlighting involves emphasizing a small environmental benefit whilst greenshifting implies that customers are to blame for climate challenges.’
Greenlighting also involves manipulating facts. Sylvia continues,‘This is when a company highlights a minor positive environmental action to distract from more significant negative impacts. For instance "Our product now has a fully recyclable cap!"’
The last shade of greenwashing is slightly different to the other two. ‘Greenshifting involves shifting blame onto consumers, suggesting that environmental issues are due to consumer behavior rather than corporate practices,’ Sylvia says. She explains that for example, they might suggest that if you want to really help the environment you should recycle the plastic packaging.
How to spot greenwashing when picking cleaning products
One of the big tactics that companies use to greenwash cleaning products is making unverified claims. ‘Watch out for vague claims like “eco-friendly” or “all-natural.” These can be misleading if there’s no certification or detailed information to back them up,’ explains Bryan Griffin, cleaning expert and founder of Patriot Maids Cleaning Service.
Sylvia agrees, adding, ‘It’s also worth watching out for the use of imagery of nature or green colors to imply environmental benefits, without substantive backing.’
She also says to keep an eye out for selective disclosure. ‘This is when companies highlight a single environmentally friendly attribute while ignoring other harmful aspects.’
It’s important to also be wary of the hidden trade-off of using products that claim to be environmentally friendly. ‘If a product boasts about being made from recycled materials but doesn’t mention anything about its chemical ingredients, that’s a red flag,’ Bryan says.
Reading the label carefully is the most important thing you can do when it comes to avoiding greenwashing. ‘Make sure to look for proof of any claims – reliable certifications or detailed backing for their claims are crucial,’ explains Bryan.
It’s also a good idea to stay away from vague and irrelevant terms. Bryan continues, ‘If you can’t figure out what the label means, it might not mean much at all. Vague ingredients are a red flag. Watch out for 'parfum' for instance as it might be hiding toxic phalates or volatile organic compounds (VOCs).
'Also, if a feature of a cleaning product is being highlighted but doesn’t actually impact the environment, it’s just a distraction,' Bryan adds.
Look for clean, no-nonsense labels that are concise and thorough. I think the Method dish soap from Walmart is a great example of a good non-toxic cleaning product which also does the work to be good for the planet. Their refills, also available from Walmart, come in biodegradable bottles made from 50% recycled materials.
What to shop
This unscented dish soap kills bacteria without contaminating your food. It's also better for sensitive skin.
Keep your bathroom hygenic without bleach by swapping to Attitude's EWG approved bathroom spray.
This series of cleaners help break down tough grease without strong chemicals, making them perfect for green-cleaning.
Amber glass bottles are durable, and these have UV protection to retain the efficacy of homemade cleaning solutions whilst also reducing microplastics in your home.
Pure essential oil
Using essential oils is a lovely way to add natural fragrance to your cleaning supplies. Choose the ones you like best and put in as much and as little as you like but make sure it's pure like this one, and not diluted. I love combining essential oils with wool dryer balls to make towels fresh and fluffy.
If you want to try natural cleaning methods, I highly recommend cleaning with white vinegar. It is a great all-round cleaner for the home and can be used for everything from cleaning the bathroom to cleaning the dishwasher.
FAQs
What’s the difference between greenwashing and bluewashing?
Similarly to greenwashing, bluewashing is a marketing tactic used by companies to trick and deceive. ‘It’s similar to greenwashing, but is more about companies pretending to support social causes without actual commitment,’ explains Bryan.
‘Such commitments can include human rights or ethical labor practices, often by associating with international organizations without implementing genuine changes,’ adds Sylvia.
What greenwashing phrases should I look out for?
To steer clear of greenwashing when shopping for sustainable cleaning products, Sylvia Emuwa recommends doing further research on products with these phrases to see if there is any evidence to back up the company's claims.
Look for EWG VERIFIED®, the mark of the Environmental Working Group, which was established as a nonprofit environmental group in the '90s to help consumers access reliable information to make smarter, healthier choices.
Many non-toxic cleaning products are now certified by their experts to be safe for use in your home.
When you see these words on products, dive deeper before purchasing:
- ‘Environmentally friendly’
- ‘Eco safe’
- ‘Green’
- ‘Natural’
Meet the experts
Sylvia Emuwa is one of the founders of Dinobi Detergent, which is a natural cleaning brand that is made with sensitive skin in mind. It is made with 100% plant based and is USA made. The Dinobi Laundry Detergent on Amazon is made with just four ingredients and has easy-to-read labels.
Bryan Griffin is the founder of Patroit Maids, which serves over 2,000 homes annually across 12 major cities in the US. He is always looking for to make an impact with his cleaning services, which is why sustainability and avoiding greenwashing is important to him.
By avoiding falling victim to greenwashing when shopping for cleaning products, you’ll make your home a healthier place and do your part for the planet. It's hard to avoid it completely but leading environmental scientists believe it's better to do it imperfectly, than not do it at all, because the collective impact is significant, even if everyone isn't it doing it perfectly.
If you want to avoid the risk of greenwashing altogether, you can try using all-natural solutions, such as cleaning using only baking soda and vinegar, cleaning with lemon juice, and shopping in local refill bring-your-own-container-stores that do not sell one use packaging and sort products locally or with the lowest carbon footprint.
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