Greenwashing: What is it and How to Spot it

In today’s world, a lot of us are striving to make healthier, safer choices for our families. Whether it’s choosing non-toxic baby products or finding nontoxic and all-purpose household cleaners, it feels good to know we’re doing our part for ourselves and our loved ones.

But have you ever come across a product that seemed too good to be true?

Greenwashing is when a company markets its products as environmentally friendly, safe, or non-toxic, but those claims are misleading or downright false. It’s a frustrating reality for moms who are just trying to make the best choices for their families. Let’s break down what greenwashing is, how to spot it, and how to find truly safe and non-toxic products.

Examples of Greenwashing

Food

"All-Natural" Claims on Processed Foods: Many food products are labeled as "all-natural," which can mislead consumers into thinking the products are healthier or more organic than they actually are. In reality, the "all-natural" label isn't strictly regulated, and such products can still contain heavily processed ingredients, preservatives, or pesticides.
"Made with Organic Ingredients" Misleading Labels: Some products claim to be made with organic ingredients, yet only a small percentage of the ingredients are certified organic. This can mislead consumers who believe they are purchasing a predominantly organic product, whereas the bulk of the product could be made with conventionally grown ingredients.

Cleaning Products

"Non-Toxic" Claims with Harmful Chemicals: Some cleaning products are labeled "non-toxic," yet still contain substances that may be harmful. For instance, a product might be free from one well-known harmful chemical but still contain others that are less known but equally dangerous. Without full transparency in ingredients, these claims can mislead consumers looking for genuinely safe alternatives.
"Free from" Labels That Mislead: Products may boast being free from a specific harmful chemical, such as "phosphate-free" or "chlorine-free," which can give the impression that the product is completely safe. However, they may still contain other toxic chemicals or additives that pose health risks. This selective disclosure misleads consumers about the overall safety of the product.

Other Products

Beauty Products with Misleading Ingredient Lists: Beauty products often use terms like "dermatologist-recommended" or "sensitive formula" yet contain irritants or allergens in small amounts. They might avoid major known toxins but use other lesser-known chemicals that can still cause skin irritations or long-term health issues, thus misleading consumers who seek genuinely non-toxic products.
Children’s Toys Claiming Non-Toxic Materials: Toys are sometimes labeled as "non-toxic" because they are free from a few specific chemicals, such as BPA or phthalates. However, they might still contain PVC, heavy metals, or other harmful substances that are not widely recognized or regulated.

How to Identify Greenwashing

So, how can you spot greenwashing? Start by looking at the details. Be wary of vague terms like “clean,” “natural,” or “green” that aren’t supported by certifications or ingredient transparency.

Check for red flags, such as overly broad claims (“100% non-toxic”) or products that have no third-party verification. If you see a claim that seems unclear, take a moment to research the company’s practices and policies. A quick online search can reveal a lot about whether they’re genuinely committed to safety and sustainability or just trying to look the part.

Even the packaging can be greenwashing. Sometimes, products will have aesthetic colors, pictures of nature, leaves, the literal color GREEN, etc., all in an attempt to catch your attention and "look" natural and nontoxic. Try to look past the branding and straight to the actual ingredients.

How to Identify Safe Products

Now, let’s talk about how to identify products and brands that are actually safe and non-toxic. Look for transparency—brands that are upfront about what’s in their products and why. They’ll often list every ingredient and explain its purpose. Certifications like these are a great indicator that the brand’s claims have been vetted by a trusted third party:

GREENGUARD Certification: This certification ensures that products meet strict chemical emissions limits, which can contribute to healthier indoor environments. It’s particularly common on furniture and building materials.
OEKO-TEX® Standard 100: This global testing and certification system focuses on limiting the use of harmful substances in textiles and fabrics. Products with this certification are confirmed to be free of numerous harmful chemicals.
EWG Verified™: The Environmental Working Group’s mark indicates that products, especially cosmetics and cleaners, are free from EWG’s chemicals of concern and that the company is committed to full transparency.
USDA Organic: While primarily associated with food, this certification also applies to certain non-food products, such as personal care items that contain plant-sourced ingredients. It ensures that products are made with at least 95% organic ingredients, avoiding most synthetic additives.
Cradle to Cradle Certified™: This certification evaluates products across five categories of human and environmental health, including material health, which focuses on the safety of ingredients for humans and the environment.
NSF/ANSI 305: Specific to personal care products containing organic ingredients, this certification ensures that at least 70% of the product’s ingredients are organic.
Made Safe®: This certification screens products for ingredients known to harm human health or the environment. It’s applicable to a wide range of consumer goods including baby products, personal care products, household goods, and more.

Also, consider the company’s overall mission and values. Brands that prioritize safety and sustainability usually have detailed policies on sourcing, manufacturing, and packaging. And don’t underestimate the power of community! Reading reviews from like-minded moms or joining groups focused on non-toxic living can help you find tried-and-true products.

Conclusion

At the end of the day, navigating greenwashing is all about being an informed and intentional shopper. While it can feel overwhelming at times, remember that every small step you take makes a difference. Trustworthy brands are out there—you just need to know how to find them. With a little practice, spotting greenwashing will become second nature, and you’ll feel confident knowing you’re making the best choices for your family. Let’s keep empowering each other to live healthier, safer lives—one product at a time!

Always,

Jess