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Here at Earth Scholars HQ, we value sharing knowledge and best practices with our students and peers. So, we’d like to announce our weekly educational series here on LinkedIn. Each week, our Earth Scholars cover specific topics that prepare them for their future careers within the growing green economy, and this week was all about Greenwashing and how we can learn to spot common tactics and avoid common pitfalls.

As consumer demand for sustainable products continues to grow, so does the pressure on businesses to demonstrate environmental responsibility. But in the race to appear ‘green’, some organisations fall into the trap of greenwashing, promoting environmental claims that are exaggerated, misleading and unsupported.

Some organisations greenwash and omit certain facts about their products purposely, but many can do it unintentionally. Greenwashing may offer short-term financial and reputational gains, but ultimately it damages trust, exposes companies to risks and slows genuine climate change progress. The real opportunity lies not in marketing sustainability but in building it into the foundation of your business strategy.

What is Greenwashing?

The term greenwashing surfaced in the late 1980’s by Jay Westerveld, an environmentalist. Companies would regularly advertise themselves as environmental stewards even if they were engaging in unsustainable practices (The Guardian, 2016).  

Greenwashing often appears subtly, with companies using vague phrasing or directing attention to one environmental benefit while distracting from any negative impacts. This can also be done through branding and packaging, using green imagery and packaging that does not have measurable data. Some organisations make claims without having third-party verification too.

While some greenwashing is done purposely, much of it stems from a lack of knowledge and clarity.

 

How do you identify and avoid Greenwashing?

Consumers can protect themselves by asking important questions when deciding upon a purchase. By asking questions such as the following:

• Is the claim specific?
• Is the product supported with third-party certification and authentication?
• Does the company publish transparent sustainability reports?
• Do the statements clearly address environmental impact and the product's full lifecycle?

Looking for credible third-party certifications and reviewing independent reviews can also help consumers establish whether a product is genuinely sustainable. Some of the certifications include, but are not limited to: B Corp, EcoVadis, Carbon Trust, Rainforest Alliance, Green Mark, Planet Mark and 1% For the Planet.

Why must businesses get it right?

Consumers are becoming more knowledgeable about greenwashing, climate change and the environment than ever, and regulatory bodies are intensifying scrutiny of environmental claims.  With the need to protect consumers from misleading information, this transforms greenwashing from a mere reputational risk to a major legal and financial liability. For example, in the UK, the Competition Markets Authority (CMA) has strengthened its enforcement powers under the Digital Markets, Competition and Consumers Act 2024 (DMCCA), allowing it to issue fines of up to 10% of an organisation’s turnover for misleading green claims. Avoiding Greenwashing is no longer optional; it is necessary.

Building Sustainability Literacy

This week, the Earth Scholars took a deep dive into greenwashing, equipping students with the tools to identify misleading claims and avoid common communication pitfalls. The session emphasised a critical distinction: that sustainability is not a marketing or branding exercise; it is an operational commitment.

Through practical case studies and looking at real-world examples, Earth Scholars helps leaders to:

• Develop data-driven sustainability goals.
• Understand lifecycle impacts.
• Communicate environmental initiatives transparently.
• Align marketing claims with measurable outcomes.

By fostering sustainability literacy, Earth Scholars empowers organisations to lead with integrity.

 

 

Sustainable Business Resource CIC

The Sustainable Business Resource CIC complements this learning for the Earth Scholars and the organisations that we work with by providing actionable guidance and tools for implementation. While education builds awareness, SBR supports implementation.

SBR helps businesses to:

• Conduct materiality assessments
• Establish measurable ESG benchmarks.
• Track environmental performance.
• Avoid vague or unverifiable sustainability claims.
• Build transparent reporting systems.

Together, Earth Scholars and SBR create a powerful ecosystem, one that supports both strategic understanding and practical application.

From Risk to Opportunity

Greenwashing often results from good intentions paired with limited guidance. Without clear metrics, governance structures, or cross-functional alignment, sustainability can easily outpace operational reality.

By engaging with Earth Scholars and leveraging SBR’s resources and guidance, businesses can:

• Reduce reputational and regulatory risk.
• Strengthen stakeholder trust
• Enhance brand credibility
• Drive measurable impact

Most importantly, they can shift from performative and surface-level sustainability to transformative change.

Greenwashing thrives on ambiguity. Authenticity thrives on transparency.

As sustainability expectations continue to rise, businesses must move beyond surface-level claims toward measurable, accountable action. With the educational leadership of Earth Scholars and implementation support of SBR, organisations can confidently communicate their environmental commitments, knowing those commitments are grounded in real progress.

The future belongs to companies that do more than look green. It belongs to those who build green…strategically, transparently and responsibly.

Avoid the pitfalls of greenwashing before they impact your credibility. Engage with Earth Scholars to elevate your sustainability literacy and explore SBR’s practical tools to turn strategy into measurable, transparent action. When your environmental commitments are grounded in data, accountability, and operational change, trust follows. Start building sustainability that stands up to scrutiny and leads the way forward.

Want to know more? Simply send us a message here on LinkedIn or email info@earthscholars.org.uk. martin@sbr.org or jess@sbr.org