Confused by greenwashing marketing? In this blog from FoodCycler®, you’ll find out exactly what greenwashing is and how to avoid it!
Key Takeaways
- Greenwashing is a marketing tactic where companies mislead consumers into believing their products or services are more environmentally friendly than they actually are.
- Be cautious of brands that use vague terms like ‘natural’ and ‘green.’
- Research companies’ practices to verify any eco-friendly claims.
In 2021, a report found that sustainability is a crucial consideration for 32% of consumers, influenced by greater awareness of climate change and knowledge of its impact. With this in mind, it’s not surprising that thousands of brands adapt their marketing to suit the greenwashing trend. The question is, are these strategies always honest?
According to sustainability and advertising experts, the answer is no, as demonstrated by the unique phenomenon of greenwashing.
In today’s article, we’re going to explain everything you need to know about greenwashing in the food industry, including signs of greenwashing and how to avoid it. Let’s dive in!
What Is Greenwashing Marketing?
Greenwashing is an attempt by companies to make people believe they are doing more to protect the environment than they actually are.
This can manifest itself in various ways and occurs across multiple industries, primarily in the food, fashion and beauty industries.
What Are Signs of Greenwashing Marketing?
The United Nations asserts there are many greenwashing tactics, some more obvious than others. These include:
- Being vague or non-specific about a company’s operations.
- Using misleading labels such as ‘green’ and eco-friendly.’
- Highlighting one environmental attribute while ignoring another.
- Implying a minor improvement has a major impact.
- Promoting a product that meets minimum regulatory requirements as if it’s better than the standard.
Greenwashing Marketing in the Food Industry
One of the biggest culprits of greenwashing is the food industry, and it’s no surprise why. In less than a decade, veganism has soared in popularity, increasing by up to 500%.
Anxiety surrounding the climate crisis, fuelled by cruel practices in the meat and dairy industries, is felt by 75% of young people. Pair those stats with the growing desire to live healthier lifestyles, and we’ve got ourselves a recipe for disaster for traditional food brands.
Why Do Companies Greenwash?
Instead of actually making positive changes by improving processes and sourcing more organic ingredients, brands are duping consumers with greenwashing marketing. Why? The Natural Resources Defense Council (NRDC), a nonprofit international environmental advocacy group, put it best: going green sells.
85% of global consumers said they considered the environment more when shopping than they did five years prior. A third said they’d pay more for green products. That leads more brands to ‘go green’ to meet these shifting consumer demands, at any cost.
Anything Can Be Greenwashed
Colors, phrases, and logos can all be updated, even to conceal a brand or product’s notoriety as being unhealthy or environmentally damaging.
For example, a bag of chips soaked in saturated fats could easily be rebranded as a ‘natural’ product simply because potatoes were used. While stringent shoppers might find these greenwashing marketing tactics easy to spot, those who are less informed are likely to purchase under false pretenses.
How to Avoid Greenwashing as a Consumer
You know what greenwashing is. But how do you avoid it? Follow these tips from FoodCycler.
Ignore Packaging, Read Labels
The first step to avoiding greenwashing marketing in the food industry is probably one of the hardest to achieve.
When you’re browsing the shelves of your local grocery store, it’s easy to get pulled in by modern graphics, bold slogans, and even bolder promises – but what do they really represent?
Instead of relying on green packets or claims of natural goodness, take a closer look at the listed ingredients. Manufacturers have to abide by full transparency by law, so this is the best place to find out precisely what you’re eating.
Research Green Practices
When it comes to how to avoid greenwashing, it’s always a good idea to research a company’s green practices.
In 2008, the Competition Bureau of Canada – an independent law enforcement agency – published a set of guidelines for environmental claims in advertisements. This requires manufacturers to avoid vague or misleading language and include verifiable and specific information to back up their claims.
Look For Official Certifications
If your food packaging promises big things when it comes to natural content but supplies no official certifications, it’s probably a prime example of greenwashing marketing. Get to know the laws in your country and make sure you keep them in mind while shopping.
Remain Cautious of Eco-Slogans
One of the most common tactics of greenwashing marketing is to harness slogans that suggest products are more eco-friendly than they actually are.
Examples include ‘good for the heart’ or ‘kind to the earth.’ Phrases like this are specifically designed to target eco-conscious consumers – people who care about their health and the protection of the planet.
Verify Any ‘Eco-Friendly’ Claims
While greenwashing is officially illegal in Canada, this behaviour can’t be prosecuted because the brands only imply what their product can do without explicitly saying it.
If you notice this on your potential food options, take a closer look at the label and make sure those claims are supported by what’s inside.
Get Familiar With Sustainability
If you’re worried about the planet and the impact of the food industry, one of the best ways to overcome your climate anxiety is to get educated so you can shop with a sharper eye. This isn’t just limited to learning what greenwashing is or slogan-spotting – it’s all about understanding where your food comes from, how it’s made and how green it really is.
How Can I Actually Become More Eco-Conscious?
With a food waste crisis burgeoning on and carbon polluting our atmosphere, it’s essential to consider what shopping with a greener mindset looks like. Instead of just searching for the healthiest or most environmentally friendly products at the store, you can start making smarter choices altogether.
Some of the ways you can mitigate your impact include:
- Eating a plant-based diet or opting for vegan options where possible
- Limiting your intake of red meats if you prefer to remain omnivorous
- Shopping fresh and local while avoiding plastic-heavy packaging
- Cooking from scratch, so you know exactly what’s in your food and recycling your scraps with a food waste recycler or compost heap
As a food waste recycling company, FoodCycler and parent company Food Cycle Science are conscious of how often brands in the sustainability space are labelled as “eco-friendly” without meaningful accountability. Our approach has always been grounded in science, measurable impact, and transparency. We take great care to ensure our claims are supported by credible data and real-world results, which is why we publicly share our findings and progress through our annual Impact Report. You can explore the latest report here: 2025 Impact Report
Let’s Tackle Greenwashing Marketing in the Food Industry Through Awareness
As an eco-conscious consumer, we hope this guide delivers some insight into how to avoid greenwashing and ways you can shop with purpose.
We’re passionate about making healthier and greener choices easy and accessible. If you’re interested in learning more about supporting a sustainable lifestyle and the ongoing food waste crisis, head to the FoodCycler blog today for more key insights.
FAQs
What is greenwashing?
Greenwashing is when companies deceive consumers into believing their products, services, or operations are more environmentally friendly than they actually are. They use it to enhance their brand images without making any real changes.
What are the signs of greenwashing marketing in the food industry?
Common signs of greenwashing include:
- They use vague buzzwords, such as ‘natural’ or ‘green.’
- They use nature-themed imagery – leaves, trees, the colour green – to imply their products are sustainable.
- They highlight a ‘green’ attribute while ignoring environmental damage.
- They use unofficial seals.
- They lack any actual transparency on their practices.
How to avoid greenwashing in marketing
- Research the brand beyond marketing claims.
- Look for valid certifications rather than self-made labels.
- Beware of vague language and buzzword-heavy marketing that lacks any data.
- Consider a product’s full lifecycle from raw material extraction to disposal.
Is greenwashing illegal?
Greenwashing can be illegal. U.S. federal laws bar companies from using ‘unfair or deceptive trade practices’ such as misleading or unsubstantiated environmental claims to sell their products.
The EU has also introduced the Greenwashing Directive to prohibit generic claims like ‘natural’ and ‘biodegradable.’ All environmental claims must also be backed by science-based evidence with this directive.
