Let’s face it: sustainability is hot right now. From bamboo toothbrushes to ethically sourced chocolate bars, we’ve all been lured by promises of eco-friendliness. But here’s the catch—what brands say and what they actually do aren’t always the same thing. The marketplace is littered with greenwashed claims that look great on the surface but crumble under scrutiny. So how do you spot the wolves in green clothing? Here are five “sustainable” marketing claims that might just be more fluff than fact—and how to tell the difference.

Now, don’t get us wrong—there are plenty of companies out there genuinely doing their part for the planet. But for every sustainable superhero, there’s a marketing villain slipping in buzzwords like “eco-friendly” and “green” to keep you buying into their sustainable marketing claims. It’s important to recognise when you’re being sold an ideal versus a reality. So, before you fall for the shiny, greenwashed packaging, arm yourself with a healthy dose of scepticism and a sharp eye for detail. Let’s break down some of the most common “sustainable” claims that should make you pause before you hit “add to cart.”

1. “Made from Recycled Materials!”

Few things feel as eco-righteous as buying something made from recycled materials. You imagine waste pulled from the depths of a landfill and transformed into a shiny new product, ready to reduce your carbon footprint. But don’t start patting yourself on the back just yet. Often, when a brand says its product is made from recycled materials, it could mean as little as 5%. That’s like ordering a “salad” and getting a single lettuce leaf. Not exactly what you had in mind, right? To avoid this trap, check the label for specific details—what percentage of the product is recycled? If a brand is doing it right, they’ll be transparent. If not, they’re banking on the fact that you won’t ask.

2. “Biodegradable Packaging!”

“Biodegradable” is a marketing favourite, designed to make us feel good about tossing out packaging guilt-free. But here’s where the nuance comes in: just because something is biodegradable doesn’t mean it’s breaking down as fast as you think. Many biodegradable plastics require special conditions—like industrial composting facilities—to decompose. If your “biodegradable” coffee cup is heading to a regular landfill, it’s not going anywhere fast. We have to remember that a lot of the times, these are just sustainable marketing claims. In reality, it might sit there for decades, hanging out with all the other waste. And here’s the kicker: in oxygen-deprived landfills, biodegradable materials can release methane, a potent greenhouse gas. So that “green” packaging might be more of a dirty little secret.

3. “Eco-Friendly Production!”

The phrase “eco-friendly production” sounds like a fairy tale ending for our planet’s woes. But unless the company provides details, this phrase can be as vague as your horoscope. Sure, they might claim eco-friendliness, but how are they defining it? Are they cutting emissions? Reducing water usage? Or is their “eco-friendly” step switching the office coffee machine to a recyclable pod? True eco-conscious brands will spell out their specific practices—whether it’s using solar energy, zero-waste manufacturing, or sourcing materials sustainably. If they’re not shouting about it, chances are, it’s not as impressive as they’d like you to think.

4. “Vegan and Cruelty-Free!”

Vegan and cruelty-free are great for ethical reasons—no animal products, no animal testing. But don’t assume these labels automatically make a product sustainable. Vegan leather made from plastic might be kinder to animals but harmful to the environment. PVC (polyvinyl chloride), a common material in vegan products, is a notorious pollutant from production to disposal. So, while you’re skipping the guilt of harming animals, you might still be contributing to environmental damage. The takeaway? Ask about the materials behind the vegan label. The right question might lead to a more eco-friendly choice, like products made from plant-based or biodegradable materials.

5. “Carbon-Neutral!”

When a company declares itself carbon-neutral, it’s easy to picture them planting trees with one hand while building eco-friendly factories with the other. But the truth can be more complicated. Many brands achieve “carbon neutrality” by buying carbon offsets—essentially paying to balance out their emissions without actually reducing them. It’s like claiming you’re on a diet because you ordered a side salad—right after eating a burger and fries. Sure, carbon offsets are better than doing nothing, but they’re not a golden ticket to sustainability. What’s more important is how much the brand is actively reducing its carbon footprint in the first place. Offsets should be the last step in a genuine effort, not the first.

With sustainability becoming the word of the century, it’s important to look beyond the marketing gloss. Don’t let brands fool you with half-baked claims that sound green but offer little substance. By asking the right questions and demanding transparency, you can cut through the noise and make more informed, impactful choices. After all, saving the planet should be more than just good PR.

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