Companies love using green labels, but not all of them actually mean something.
Sustainability is trending, and brands are capitalizing on it. Slapping a leaf icon on packaging, adding words like “natural” or “eco-friendly,” and making vague promises about reducing waste have become standard marketing tricks. While some companies are making real changes, many are just pretending. This deceptive practice, known as greenwashing, allows brands to cash in on eco-conscious consumers without putting in the work to actually lower their environmental impact.
A product wrapped in green branding isn’t always as sustainable as it claims to be. Some still contain harmful materials, are produced under unethical conditions, or are only slightly better than their conventional counterparts. For Gen Z, a generation that demands real change, it’s important to see through these tactics. Here are the biggest offenders in the world of fake eco-friendly marketing and what to look for instead.
1. “Biodegradable” plastic doesn’t break down like you think it does.
Companies love to market plastic as “biodegradable,” but most of these products don’t actually decompose in nature, as stated by The New York Times. Many require industrial composting facilities with high heat and specific conditions, meaning if they end up in a landfill or the ocean, they linger just like regular plastic. Worse, some biodegradable plastics break down into microplastics, which are even harder to clean up.
Instead of falling for misleading claims, look for certified compostable packaging that breaks down naturally in home compost systems. Better yet, choose products that eliminate unnecessary plastic altogether, like reusable alternatives or brands that focus on minimal packaging.
2. Fast fashion “sustainable collections” are just PR stunts.
Major retailers introduce “eco-conscious” collections to make it seem like they’re prioritizing sustainability. In reality, these lines make up a tiny fraction of their overall production, while the rest of their business model continues to churn out cheap, wasteful clothing. Many of these collections still use synthetic fabrics, rely on exploitative labor, and contribute to overproduction.
Truly sustainable fashion isn’t about buying more—it’s about consuming less. Shopping secondhand, supporting ethical brands that focus on quality over quantity, and making the most of what’s already in your closet are better ways to reduce fashion waste.
3. “Reef-safe” sunscreen isn’t always safe for marine life.
Sunscreen labeled “reef-safe” seems like a great option, but there’s no official standard for what that really means. Some formulas still contain chemicals like avobenzone and octocrylene, which can harm marine ecosystems even if they avoid oxybenzone and octanoates.
A safer option, encouraged by the Save The Reef project, is mineral sunscreens that use non-nano zinc oxide or titanium dioxide, which protect your skin without harming coral reefs. If possible, go for sunscreen sticks or solid formulas to cut down on unnecessary plastic waste.
4. Bamboo products aren’t always as sustainable as they seem.
Bamboo has a reputation as an eco-friendly material, but not all bamboo products are created equal. Bamboo fabric, for example, often undergoes heavy chemical processing to turn it into soft textiles, making it no better than synthetic materials. Bamboo utensils, toothbrushes, and paper products can also be greenwashed if they’re mixed with non-recyclable materials or wrapped in plastic.
Choosing the right bamboo products means checking for organic certifications and ensuring they’re processed without toxic chemicals. For fabric, bamboo linen is a much better option than bamboo rayon since it’s made using more sustainable methods.
5. “Compostable” coffee cups still create waste.
Single-use coffee cups labeled “compostable” sound like a great alternative to plastic, but most require industrial composting facilities to break down properly. If they end up in a landfill, they won’t decompose any faster than conventional plastic-lined cups. Some even contain hidden plastics that make them impossible to compost at all.
A genuinely sustainable solution is bringing a reusable cup or supporting brands that use plastic-free, home-compostable packaging. Cutting back on single-use items will always be the more effective way to reduce waste.
6. Vegan leather isn’t always better for the environment.
Opting for vegan leather seems like an easy way to avoid the ethical concerns of real leather, but many vegan leather products are made from plastic-based materials like polyurethane (PU) and polyvinyl chloride (PVC). These materials don’t biodegrade, contribute to microplastic pollution, and require fossil fuels to produce.
For a more sustainable choice, plant-based alternatives like mushroom leather, cactus leather, or apple leather are better options. If durability is a concern, high-quality secondhand leather may have a lower environmental impact than cheap, plastic-based vegan options.
7. “Clean” beauty isn’t always as safe as it claims to be.
The clean beauty trend has taken over the skincare world, but not all “clean” products are free from harmful ingredients. Many brands still use synthetic fragrances, questionable preservatives, and excessive plastic packaging while marketing themselves as safe and sustainable. Just because a product is labeled “natural” doesn’t mean it’s better for you or the environment.
To make sure you’re choosing safer options, look beyond the branding and check ingredient lists. Brands that prioritize transparency, refillable packaging, and truly non-toxic formulas are a better bet than those using greenwashing to sell the same old products in different packaging.
8. Paper straws are not the fix for plastic pollution.
Swapping plastic straws for paper ones seems like an easy win, but many paper straws still contain a plastic lining that makes them non-recyclable and non-compostable. Even if they are fully biodegradable, they’re still single-use items that add to overall waste.
The best alternative is skipping straws altogether or using a reusable stainless steel, silicone, or glass straw. If you do opt for paper, make sure it’s fully biodegradable and free of plastic coatings.
9. Carbon offsets don’t stop companies from polluting.
Many companies claim to be “carbon neutral” because they purchase carbon offsets, which means they fund tree planting or renewable energy projects to balance out their emissions. While this sounds great in theory, it doesn’t stop them from continuing to pollute in the first place. Some carbon offset projects don’t even deliver on their promises, making them more of a marketing strategy than a real solution.
A more meaningful step is supporting brands that actively reduce their emissions by using renewable energy, cutting waste, and creating sustainable supply chains. Offsets should be the last resort, not the main strategy.
10. “Eco-friendly” packaging can still be wasteful.
Many brands advertise their products as coming in recyclable or eco-friendly packaging, but that doesn’t always mean those materials are actually getting recycled. If a material isn’t widely accepted by recycling programs, it usually ends up in landfills. Bioplastic packaging is another misleading alternative, as it often requires industrial composting to break down properly.
Truly sustainable packaging prioritizes reusability, refill ability, and minimal waste. Glass, aluminum, and paper-based packaging without plastic coatings are often better options. Companies that take responsibility for their packaging through take-back programs or closed-loop recycling systems are more likely to be making real efforts toward sustainability.