These days, it feels like every company is talking about sustainability, but not all green claims are created equal.  Sometimes it is hard to tell what genuine progress is, what is still a work in progress, and what might be just good marketing.

Let’s look at some common patterns that can lead to confusion, whether intentional or not, and offers a few tips on how to spot the difference between real action and empty promises.

Here are six common types of greenwashing or practices that can risk being perceived as greenwashing to watch out for:

1. Greenlighting: Distracting from Harm

Companies talk about small, positive environmental actions so people do not notice their bigger harmful activities.

Example: An airline advertises that it uses paper straws and serves plant-based meals, but it still runs hundreds of fuel-heavy flights daily, which cause high carbon emissions.

Small improvements are not necessarily greenwashing, but when they get more attention than they deserve, they can take the spotlight off much bigger issues.

2. Greenhushing: Staying Silent to Avoid Attention

Some companies hide or say little about their environmental actions because they do not want people asking questions or criticising them.  In some cases, this may be due to caution or uncertainty rather than deliberate concealment.

Example: A smartphone company improves battery recycling in one country but stays silent about poor waste handling in its factories in other parts of the world.

It is important to encourage transparency even if progress is still in motion.

3. Greenrinsing: Changing Goals All the Time

Greenrinsing is when companies keep changing their environmental goals to avoid being judged for not meeting them.  They act like they’re working toward sustainability but never actually fulfil their promises.

Example: A food company says it will switch to 100% sustainable palm oil by 2023, but when the time comes, it changes the deadline to 2025 without explaining why.

Sometimes delays reflect real challenges but repeated shifts without clear accountability can raise red flags.

4. Greenshifting: Blaming Consumers

Instead of fixing their own harmful actions, some companies blame customers for environmental problems.  They tell customers to change their habits instead of changing their own business practices.

Example: A large supermarket chain runs advertisements telling shoppers to bring their own bags while still using too much plastic packaging for most of its products.

Both consumer behaviour and corporate responsibility matter but companies should lead by example.

5. Greencrowding: Hiding in a Group

Some companies join big industry groups focused on sustainability but do very little themselves.  They hide behind the group’s actions, so people will not look closely at what they individually are doing wrong.

Example: A big fashion retailer joins a clothing sustainability alliance but continues to use cheap materials made in unsafe and polluting factories.

Collaborative efforts can be powerful but only if backed by meaningful individual action.

6. Greenlabelling: Misleading Labels

This is one of the worst kinds of greenwashing.  Companies use words like “eco-friendly,” “natural,” or “green” on their products without proof.  These claims can be vague, untrue, or not checked by any outside experts.  People trust these labels and think they are making environmentally friendly choices when they are not.

Example: A cleaning product says it is “eco-safe” on the label, but the ingredients include harsh chemicals that harm aquatic life when washed down the drain.

Consumers deserve clear, verified information, not just marketing buzzwords.

Be Careful of Greenwashing

Greenwashing makes it hard for people to tell which companies are truly helping the environment and which are just pretending. These six types of greenwashing show how companies can sometimes mislead customers or oversell progress.

To avoid being fooled, consumers should look closely at companies’ claims and ask for real proof of environmental efforts.  A company that truly cares about sustainability will show clear evidence of real, long-term changes, not just fancy words or labels.

It is also worth remembering that real progress takes time, and not every imperfect effort is misleading.  Encouraging transparency and consistent improvement helps create space for honest sustainability work, even if it is still evolving.

It is not just up to consumers to stay sharp.  There is a bigger picture here.  Governments and independent organisations are key players, too, setting clear rules and creating trusted certifications.  When a product or company has a seal from a reputable third-party group, it is a good sign their green claims have been properly vetted.  These independent bodies act like watchdogs, making sure companies follow through on their promises instead of just making them, adding an important layer of accountability in the fight against greenwashing.

If you want to check if a company’s green claims are real, look for trusted certifications like Fairtrade, Forest Stewardship Council (FSC), or Energy Star.  You can also read independent reports from groups like Greenpeace or the Environmental Working Group. Do not just rely on labels.  Dig a little deeper to be sure the brand is truly walking the talk.

Greenwashing is a challenge, but it is only part of the picture.  Many companies are making sincere efforts to do better and by staying informed, we can hold them accountable while supporting the ones driving real change.