The world is becoming environmentally conscious, and the brands know it. We are seeing the number of "eco-friendly" tags increase by the day. However, it's not always for the right reasons. Some brands use this eco-forward mindset as a marketing tool without backing it up with meaningful action.

In August 2025, Italy's competition authority fined fast fashion giant Shein €1 million after finding that the sustainability claims on its website were "vague, generic, and in some cases misleading." The regulator singled out Shein's "evoluSHEIN by design" collection, calling its recyclability claims "false or at the very least confusing". Additionally, the company's own emissions had actually increased. Cases like this are a reminder that a green label doesn't always mean what it says.

Recognizing when this happens and how to tell apart the real eco-friendly brands from the marketing opportunists can help you make better purchasing decisions that align with your principles.

Why Greenwashing Is So Common

As sustainability becomes a bigger purchasing factor, many companies emphasize their environmental credentials. While many organizations invest in cleaner manufacturing, ethical sourcing, and responsible packaging, others rely on vague language that sounds environmentally friendly without providing evidence.

Terms such as "green," "natural," or "planet-friendly" often have no standardized legal definition. That's why it's important to look beyond the label and examine what a company is actually doing.

Look for Specific, Verifiable Claims

A trustworthy brand explains exactly what makes its products or services more sustainable. Instead of broad statements, look for measurable commitments.

For example, a company may disclose:

The percentage of recycled or renewable materials used.
Carbon emissions or reduction goals.
Packaging improvements.
Manufacturing certifications.
Supply chain transparency.

Check for Independent Certifications

Depending on the product category, certifications like Fair Trade, FSC, USDA Organic, or B Corp can demonstrate that a company has undergone independent evaluation.

Customers can also check whether the certification is current rather than relying on outdated badges displayed on older marketing materials. If you're unfamiliar with a certification, reviewing the organization behind it can help you understand what standards it actually measures.

Transparency Should Extend Beyond Marketing

Sustainability and transparency should go hand in hand.

Annual sustainability reports, environmental goals, sourcing information, and manufacturing practices often appear on websites. Businesses that openly discuss their progress with ongoing challenges tend to build greater trust than those that only highlight successes.

International organizations also recommend transparency as an important part of responsible business practices, encouraging companies to communicate environmental information accurately and consistently.

Verify What You Find Online

When researching a company's environmental claims, make sure you're looking at the right source. Counterfeit websites that mimic trusted eco-friendly brands have become more common, sometimes copying logos, certifications, and product descriptions to trick consumers into purchasing from fraudulent sellers. Before trusting what you read, confirm you're on the company's official website. An IP address lookup can help you verify where a site is hosted and check its legitimacy, making it easier to spot imitations before you hand over your money or your trust.

Take the Whole Product Life Cycle Into Consideration

A sustainable product is not made up of one element only. Responsible manufacturers consider the environmental consequences of their products in all stages of the life cycle, such as sourcing, production, transportation, sustainability, reparability, and recycling.

Sometimes, a company may even provide information about the whole life cycle process or tell the customer how he/she should recycle or dispose of the product when it's no longer needed.

Small Steps, Long-Term Commitment

You don’t have to be perfect and choose all of your products to be eco-friendly. But if you’re buying one, make sure the claims behind the certifications are real.

With the little that we decide to give, we should give it to services and products that are fully committed to building with legitimate sustainability in mind.

How to Tell If an "Eco-Friendly" Brand Is the Real Deal