Now that you’ve learned a little bit about Upcycling, Recycling, and Circular Economy, we need to talk about a very important issue, “GREENWASHING”!!!!!

The term GREENWASHING can be translated as “painting green” or even “green makeup” … and consists of promoting speeches and advertising campaigns with ecologically or environmentally responsability, sustainable characteristics as green, “eco-friendly”, and else other, that in practice do not occur.

GREENWASHING creates a false appearance of sustainability by misleading the consumer, since, when buying the product or service, he believes he is contributing to the environmental and/or animal cause.

The also known as “green lie” is an action that companies take to “make up” their products and try to convey the idea that they are eco-efficient, environmentally correct, and come from sustainable processes, among others. Thus, terms and expressions such as “eco”, “ecological” or “less polluting” and “sustainable” begin to appear on the packaging and labels of several products, in an attempt to indicate that companies are environmentally responsible.

That’s why the manufacturer/retailer who understands the need to manufacture/sell a sustainable product must do it as sincerely and truthfully as possible.

It is understandable that for many brands/stores the cost of working with sustainable products is still high and that it requires more investment. For these cases, the ideal is to start little by little and only use nomenclatures that are under the manufactured/marketed product.

And to help you, let’s give you some tips so you don’t become a practicing GREENWASHING brand/store:


1- Forgotten harm.

Be careful not to exchange a harmful make/sell mode for one that has harmed in other areas. Observe and consider whether the changes are ecological.


2- Paradoxes

It’s no use producing/manufacturing products that can pollute the environment regardless of the way they were manufactured.

E.g.: “green” cars – a simple car, proportionally pollute much more than any other public transport (which takes many people) or active mode for mobility.


3 – “Green” products x “dirty” company

The change in behavior needs to be on the part of the company, not just the manufactured/sold product. The change in habits also counts a lot for the company’s “green” marketing.


4 -Lack of clarity

Using expressions in English that may refer to an “eco” behavior but that does not explain very well what the real benefit of the product is, such as using the expression “eco friendly” does not exactly reflect the importance of the product for the environment. The use of “scientific” jargon and information that most people cannot understand can also be a complicating factor.


5 – Lack of evidence

If possible, document and always update the benefits offered by the product, such as “seals” that can give the product an official certification and confirm the veracity of the information.


6 – Unreal promises

Not every product can be 100% sustainable, so it is correct to mention the actual percentage of reuse of the part. Example: A sneaker can be 60% sustainable, taking as an example a model that has eyelets or some trim that is not recyclable.


Every change takes time and changing habits most of the time needs a lot of planning…


More important than having a company/store that is in “eco-fashion” is to understand the real needs of your audience and create/sell products that meet expectations.


GREENWASHING is a very risky method that can damage your brand/store’s reputation, so it should be avoided!!!!

By Kátia Duarte – Kids Fashion Expert
Blog Pop Pop Content Creator
Photos: Divulgation