At Sabai, we believe that real sustainability isn’t a trend- it’s a commitment. That’s why we’re dedicating this month to holding other businesses accountable for their sustainability standards. Let’s start by talking about greenwashing- the deceivingly “green” marketing tactic that might be clouding your purchasing judgment. 

What’s greenwashing?

“Greenwashing” is a marketing tactic that makes consumers believe a product, service, or company is doing more to protect the environment than it actually is. It can be achieved through vague or deceptive language, misleading statistics, exaggerating the sustainability of a product or company, or focusing on minor eco-friendly efforts while ignoring larger sustainability issues. 

Greenwashing helps companies attract eco-conscious consumers without having to uphold sustainability standards. It undermines genuine efforts towards sustainability by confusing consumers and eroding trust in eco-conscious practices.

Is your favorite brand “greenwashing” you?

If a brand dedicates more time and resources to marketing themselves as green than they do actively working towards being green- chances are they’re employing greenwashing. Think unsupported buzzwords, data fabrication, and avoiding specific claims. It’s a slimy reality that is tricky to spot. Here are some examples: 

• Boasting about sustainable and ethical practices while making products in manufacturers that do not adhere to these standards
• Using “green” buzzwords that are irrelevant to the brand or their product 
• Declaring to be “greener” than competing brands without adequately supporting their claims 

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What we’re doing about it

This month, we’re shedding light on greenwashing practices within the industry to empower consumers to make informed choices. Culprits of greenwashing are usually telling partial truths, so start by verifying claims and seeking out official stamps of approval. Look toward Certified B Corps (like us!), Green Business Bureau, Fair Trade USA Certification, and Green Seal as reputable sources. Stick with us to dive deeper into your favorite brands and work together to foster a more sustainable and transparent marketplace.