The Green Illusion: How to Tell if Your ‘Eco-Friendly’ is Just Empty Talk
Not everything that looks “eco-friendly” truly is.
In today’s market, products wrapped in green tones, leaf motifs, and soft claims like “100% natural” or “planet-safe” often give the illusion of sustainability. At first glance, it feels like a responsible choice—a win for both your skin and the planet.
But look a little closer, and the truth starts to blur.
Ingredient lists that tell a different story. No certifications, no sourcing transparency—just feel-good words designed to convince, not inform. That quiet disconnect between appearance and authenticity is where greenwashing begins.
What Exactly Is Greenwashing?
Greenwashing is when brands talk the sustainability talk—but don’t walk it. It’s when a product feels eco-conscious because of its design, language, or selective claims, but doesn’t hold up under scrutiny.
It’s branding over substance. A well-polished illusion.
According to a 2021 EU study, 42% of green claims made by brands were found to be exaggerated or completely false, and 59% had no backing evidence. In India, the story isn’t very different. Many companies flaunt their “natural” or “green” tags, confusing consumers who genuinely want to make more conscious choices.
The Tactics You Should Know About
Greenwashing often hides in plain sight. Here’s how:
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Using words like “clean,” “pure,” or “natural” without verifying what that actually means.
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Highlighting one small green initiative while ignoring much larger environmental harm elsewhere.
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Relying on green-colored packaging or earth-toned branding to visually suggest sustainability.
Sound familiar?
What the Data Is Telling Us
In 2024, 68% of US executives admitted to exaggerating sustainability claims (PECB).
RepRisk data shows global greenwashing cases have dipped 12% since 2019—but their severity, especially in finance and energy sectors, is on the rise.
Closer to home, a 2022 Indian study revealed that 54% of listed companies—mainly in manufacturing and energy—had made misleading or unverifiable green claims. Even the fashion industry, which thrives on trend-led narratives, had 60% of its sustainability claims labeled “unsubstantiated.” (Times of India, 2022)
Some Familiar Indian Stories
We’ve seen it play out:
A well-known FMCG company showcasing “responsibly sourced” ingredients—only to be linked to unethical supply chains.
A popular beverage brand highlighting its recycling initiatives—while remaining one of the country’s largest plastic polluters.
An energy conglomerate heavily promoting its wind and solar projects—while continuing to aggressively invest in coal expansion.
The narrative is polished. But the reality? Less so.
So, How Can You Tell What’s Real?
The good news: not all green is greenwashing. There are brands out there doing it right—transparent, responsible, and results-driven. You just need to look a little closer:
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Check for certifications—like BIS eco-labels in India, or global seals like Ecocert and COSMOS.
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Dig into their sustainability reports—Indian firms now publish ESG disclosures under SEBI’s BRSR framework.
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Question vague words like eco-friendly or planet-safe unless they’re backed by specifics.
Real responsibility comes with receipts.
Where Does India Stand Legally?
Fortunately, the law is catching up.
India’s Consumer Protection Act (2019) already classifies greenwashing as an unfair trade practice, and the Advertising Standards Council of India (ASCI) released 2024 guidelines requiring brands to prove environmental claims.
In 2021 alone, ASCI handled 116 complaints around misleading environmental advertising. Meanwhile, SEBI’s Green Debt guidelines (2023) and the EU’s Green Claims Directive are setting new benchmarks for accountability worldwide.
Why It Matters More Than Ever
Consumers today—especially Gen Z and millennials—are not just buying skincare or soda or clothing. We’re buying into values.
We’re voting with our wallets, hoping that each purchase, however small, leads to a better, cleaner, more just future.
But when brands exploit that hope with empty words and pretty packaging, it dilutes a movement that’s meant to be honest.
This isn’t just about regulations or fines. It’s about protecting something deeper: trust.
So next time a product whispers “green” to you, ask it to speak up.
Ask it to show you where it came from.
Ask it what it really stands for.
Because when we stop accepting surface-level sustainability, we make room for brands that are willing to dig deeper.
And in a world that desperately needs more action than aesthetic—that’s the kind of beauty we should all be looking for.
Let’s stop falling for green just because it’s trending. Let’s choose green that means something.
