In recent years, sustainability has become one of the driving forces behind consumer choices. Brands and companies claim to care about the environment, promoting “green” products, recyclable packaging, and reduced emissions. However, not everything that appears or is declared sustainable actually is. It is precisely in this context that the phenomenon of greenwashing emerges.
What is greenwashig?
To understand what greenwashing is, it is useful to start from a definition: it is a misleading communication strategy that presents as sustainable products, services, or corporate practices that, in reality, are not, or are much less so than claimed. The term comes from combining green (eco-friendly) and whitewashing (to cover up) and refers to the practice of “cleaning up” a company’s image by emphasizing minor or even non-existent environmental aspects.
Among the most common techniques are:
- using vague terms such as “natural,” “eco-friendly,” or “organic,” without objective evidence;
- using green symbols, stylized leaves, or other visual elements suggesting unproven sustainability;
- lacking recognized environmental certifications;
- communicating selectively by highlighting one positive action while ignoring much greater environmental impacts.
In short, greenwashing is a way to capitalize on the growing interest in sustainability while draining it of its true meaning.
Why greenwashing is a real problem
Greenwashing is not only an ethical issue but also has real and harmful effects on both the market and consumers. First, it creates misinformation, leading people to believe they are making responsible choices when, in fact, they are not. Second, it diverts resources and trust away from companies that genuinely invest in sustainable practices but are often less visible.
From a financial education perspective, greenwashing represents an obstacle to economic transparency. If we pay more for a “green” product, we want to be sure that its claimed environmental value is real. If not, the information becomes a tool for manipulating purchasing behavior.
The European Union against false “green” claims
To protect consumers and promote a more transparent market, the European Union has recently proposed a directive to regulate environmental claims. The goal is to ban the use of vague, unverifiable statements such as “zero impact” or “climate neutral,” unless supported by solid scientific evidence.
This measure is part of a broader green transition strategy aimed at ensuring responsibility and credibility in messages addressed to European citizens.
Financial education as a tool for protection
In an increasingly complex landscape of commercial communication, financial education plays a crucial role. Recognizing greenwashing means developing critical thinking, a valuable skill not only to protect oneself from environmental “scams” but also to make truly conscious consumption choices without wasting money.
Here are some best practices:
- carefully analyze labels and look for reliable environmental certifications;
- don’t stop at advertising messages: verify data, read sustainability reports, and stay informed;
- reflect on the real environmental and social impact of your purchases.
Being informed means being free to choose. Discover more articles dedicated to sustainability and take part in the Museum of Saving’s events to become a more aware, critical, and responsible consumer.
8 October 2025