The Truth About Greenwashing
In recent years, sustainability has become a major selling point for everything from household cleaners to clothing and, of course, candles and home fragrances. However, many companies capitalize on this trend without making meaningful environmental changes. This deceptive marketing strategy is called greenwashing.
Greenwashing manipulates consumer perception, using vague terms and misleading labels to create an illusion of sustainability. But how can you tell if a product is genuinely eco-friendly? More importantly, why is it crucial to support local businesses that prioritize transparency and accountability?
What Is Greenwashing?
The term “greenwashing” was coined by environmentalist Jay Westerveld in 1986, but the practice dates back even further. Greenwashing occurs when companies exaggerate or fabricate their environmental efforts to attract eco-conscious consumers.
There are several types of greenwashing, including:
• Hidden trade-offs – A product may claim to be “natural” or “organic,” but if it’s made using unsustainable practices, it’s still harmful.
• Lack of proof – Some brands use vague sustainability claims like “eco-friendly” or “green” without verification.
• Irrelevant claims – Highlighting one environmentally friendly aspect while ignoring bigger issues (e.g., using “BPA-free” plastic but still contributing to ocean pollution).
• Misleading imagery and language – Green packaging, pictures of nature, or words like “pure” and “clean” don’t necessarily mean a product is sustainable.
The Science Behind Ingredient Transparency
One of the biggest issues with greenwashing is the lack of transparency in ingredient sourcing. Many large companies use terms like “fragrance” or “natural extracts” without disclosing the actual chemical composition. This is problematic because:
1. Synthetic Fragrances & VOCs – Many commercial products contain volatile organic compounds (VOCs), which contribute to indoor air pollution and respiratory issues. Genuine fragrances, like those found in small-batch artisan candles and soaps, are often made with essential oils or responsibly sourced fragrances.
2. Sourcing & Sustainability – Palm oil is a common ingredient in soaps, but without ethical sourcing, it contributes to deforestation and habitat loss. Small businesses can often provide direct information on certified sustainable palm oil (CSPO) or alternatives like coconut or olive oil.
3. Biodegradability & Microplastics – Some body washes and soaps contain microplastics or persistent synthetic compounds that don’t break down in the environment. Locally crafted products often use biodegradable ingredients with a clear life-cycle impact analysis.
Why Supporting Local Businesses Makes a Difference
When you buy from a small, locally owned business, you have direct access to the people making your products. This means:
• You can ask questions about ingredient sourcing, sustainability practices, and ethical labor.
• Small businesses have a smaller carbon footprint by producing in smaller batches and often using local materials.
• Transparency is easier to verify—you’re not relying on corporate claims but can speak to the makers themselves.
How to Avoid Greenwashing and Make Smart Purchases
1. Look for full ingredient disclosure. If a company hides behind vague terms like “proprietary blend,” be skeptical.
2. Check for third-party certifications. Look for labels like Organic, Cruelty-Free, Fair Trade, and Certified B Corp.
3. Ask questions. Small businesses are usually happy to share details about their process, sourcing, and packaging.
4. Beware of trendy buzzwords. Words like “eco,” “sustainable,” or “green” mean nothing without real evidence.
5. Support local and handmade. Businesses that handcraft their products typically have more control over ingredient sourcing and waste reduction.
Demand Real Sustainability, Not Just Marketing
Greenwashing is a serious problem that misleads consumers and slows real environmental progress. By supporting local businesses, you can ensure that your purchases align with your values. Instead of falling for clever marketing, ask questions, seek transparency, and choose companies that put authentic sustainability over profits.
At Good Smells Inc., we take pride in being fully transparent about our ingredients and sourcing. If you ever have a question about our candles, soaps, or room sprays, just ask—we’re always happy to chat!