Greenwashing is when companies market themselves, or their products, as more environmentally friendly than they actually are. It’s misleading, confusing, and unfortunately, incredibly common in the home renovation and design industry.
From “eco” paints that still contain VOCs, to “sustainable” materials made with virgin plastic or shipped from halfway around the world, greenwashing often preys on your good intentions.
As demand grows for healthier, more sustainable homes, brands know the right buzzwords to use – natural, non-toxic, eco-friendly, green – but without any regulation, many of these claims are just false marketing.
So how do you sort out the real from the fake?
Let’s look at some of the most common ways greenwashing is used in marketing of materials, fixtures, and home products:
Vague claims
Words like eco, green, or sustainable mean little without specifics. Always ask: how is it sustainable, and what is it made of? If a supplier can’t tell you, or refuses to tell you, find another product.
Misleading packaging
Brown paper, leafy graphics, and earthy tones often give the illusion of sustainability, even when the product inside is far from it.
No third-party certifications
If a product is sustainable, it will most likely have certifications to back it up, such as GECA, Global GreenTag, FSC or Declare.
In saying that, there are some amazing products which are truly sustainable and don’t have certification. Getting a product certified is a choice not a requirement, and some suppliers will choose not to seek certification for a variety of reasons.
In instances like this, the supplier’s website should very clearly, and in a lot of detail, explain how their product is sustainable. Don’t turn your back on products without certification, just be willing to spend a little more time to learn about them.
If a product doesn’t have either certification or a very detailed explanation about the sustainability attributes – that’s a red flag.
Cherry-picking “green” features
Some brands highlight one environmental benefit (like using recycled content) while ignoring everything else, such as toxic additives, poor durability or high emissions from manufacturing.
Irrelevant claims
Watch out for statements that sound impressive but are meaningless in context. For example, claiming a product is “CFC-free” command and irrelevant as chlorofluorocarbons were banned internationally in 2010.
Remember
If it sounds too good to be true, it’s worth a closer look.
Avoiding greenwashing doesn’t mean you need to become a building biologist or sustainability expert, it just means slowing down and asking the right questions.
1. Know your non-negotiables
Before diving into product research, get clear on what matters most to you.
Here is a shortlist you might like to use. It gives you a simple filter to assess products and saves time by helping you rule out unsuitable options early.
2. Ask better questions
If a brand makes sustainability claims, dig deeper:
3. Trust reputable certifications
These labels are a good sign that a product has been properly assessed. However, as I mention above, if a product doesn’t have a label, it doesn’t always mean its greenwashing. It just means you’ll need to ask more questions.
4. Keep it simple
A smaller palette of durable, versatile materials is better for your health, the planet, and your wallet. Too many materials can increase waste, complexity, and costs. Not to mention decision fatigue!
5. Choose architects/designers/builders and suppliers who share your values
Working with someone who already vets products for sustainability and health (like Eco Edition!) takes the burden off your shoulders and ensures you’re on the right track from day one.
At Eco Edition, I regularly feature trusted suppliers as Supplier Spotlights – brands that are transparent, third-party certified, and committed to sustainability without the spin. You can read them here.
I’ve also created an Eco Materials Library, which is part of my Sustainable Materials Made Simple Kit, takes the guesswork out of choosing sustainable materials. The Eco Materials Library includes vetted and credible suppliers, organised by material category, for example, flooring, benchtops, tiles etc. It will give you clarity on which suppliers to trust and will save your hours (or days) of searching. You can check out the ibrary here.
A few of my favourite suppliers include:
Greenwashing isn’t just frustrating, it undermines your efforts to create a safe, sustainable home. When you unknowingly choose a toxic or unsustainable product, it can impact your health, your budget, and the planet.
But here’s the good news: you don’t have to get everything perfect. Making conscious, informed choices (even just a few) adds up.
Avoiding greenwashing is a powerful way to protect your values and your investment.
A 5-minute weekly email to help architects and designers choose sustainable and healthy materials with clear pros and cons, without the sales pitch.
Independent. Product-agnostic. Practical.
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@eco_edition
A 5-minute weekly email to help architects and designers choose sustainable and healthy materials with clear pros and cons, without the sales pitch.
Independant. Product-agnostic. Practical.
