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As sustainability gains momentum globally, it is no surprise that Malaysian consumers are becoming more aware of the environmental impact of their purchasing choices. In a survey conducted by Visa, eight out of ten Malaysian respondents – or 80% – said that they will take steps to minimise their environmental impact. In addition, 39% of the figure said that they are already actively minimising the environmental impact of their consumption, while 41% said they plan to take steps towards responsible consumption.
However, as the population of eco-conscious shoppers rises, many companies resort to greenwashing, an act of false or misleading statements about the environmental benefits of their products, to ride this green trend. One of the examples of greenwashing can be of a company’s claim that their packaging is recyclable when it can only be recycled in main provinces of the country but is thrown into the landfill if the packaging was used outside of those provinces.
In this article, we will explore what greenwashing looks like and how you can learn to identify greenwashed products.
What is Greenwashing?
A greenwashing company exaggerates or distorts the eco-friendliness of their products, operations or goals. This is a way to make their business seem more sustainable than it really is, creating a false sense of trust among consumers.
With the ever-evolving phenomenon of environmentalism, Gen Z is emerging as the largest and most influential consumer segment, has shown a strong preference to support and spend on sustainable brands with 62% of Gen Z shoppers who prefer to buy from sustainable brands and a staggering 73% are willing to pay more for sustainable products.
As the consumer preference for more sustainable products grow, so does the companies that tend to exploit the green movement by making surface-level claims of sustainability that do not align with the reality of their products.
5 Signs of Greenwashing
One way you can protect yourself as a consumer is by learning to spot common signs of greenwashed products or services. Here are five tactics to look out for:
1. Pay Attention to Vague Language
Greenwashing businesses often use buzzwords like “all-natural,” “organic” or “eco-friendly.” These terms can be misleading, as they are sometimes used without clear definitions.
For example, an “all-natural” ingredient like palm oil is still a major cause of deforestation and habitat loss.
2. Note the Overuse of Green Imagery
Mountains, trees, rolling fields and plenty of green or brown tones– these are some images companies may use to make their products appear eco-friendly.
But remember to look beyond the packaging. A product literally being green or having nature-themed aesthetics does not mean it is automatically good for the environment.
3. Look for Valid Certification Marks
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When shopping for sustainable products, check for some of the following certifications:
- MyHIJAU Mark – A scheme by the Malaysian government to curate products and services that meet global and local environmental standards.
- Energy Efficiency Label – Issued by the Energy Commission of Malaysia, this mark tells you the estimated energy consumption of different electrical appliances.
- Forest Stewardship Council – This mark ensures that a company sources materials from the environment in a sustainable and ethical way.
- Fair Trade – This certification is given to companies that fairly compensate farmers, fishermen, factory workers and other producers.
- Global Organic Textile Standard – This certification covers the sourcing of materials, manufacturing and labelling of organic textile products.
4. Recognise Lack of Evidence and Transparency
Be wary of companies that do not provide data or sources about their environmental impact or practices.
In 2023, an Global ESG Monitor (GEM) report on Malaysian companies highlighted the need for better quality and accuracy in sustainability reporting. Reliable reports are essential for building consumer trust in eco-friendly products.
5. Beware of Hidden Trade-Offs
This happens when a company highlights one environmental benefit while downplaying or hiding other negative consequences.
For example, a business may claim that a product is recyclable but leave out the fact that it can only be done at specialised facilities. This misleads buyers about the product's overall environmental effects.
What Can We Do About Greenwashing?
Now that you know what warning signs to look out for, what steps can you take to be a more responsible consumer?
Educate Yourself: Do your own thorough research and stay informed about greenwashing practices, consumer rights and environmental issues.
Research Brands and Companies: Look up reviews and sustainability reports for different businesses and verify any certifications or green marks they claim to have.
Support Truly Sustainable Products: Make it a point to buy from brands that show a genuine and proven commitment to sustainability.
This way, consumers as a group can help discourage greenwashing practices and promote companies that legitimately make a positive impact on our planet.
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