What Greenwashing Teaches us about Corporate Accountability

You may think the world is becoming more eco-friendly. After all, many products now come labeled “natural,” “recycled,” or “eco-conscious.” Companies proudly claim they are becoming more sustainable and environmentally responsible. However, many brands only appear greener than they really are. This practice is called greenwashing; a misleading marketing tactic meant to trick well-meaning consumers. It allows companies to look environmentally friendly while actually doing very little behind the scenes.

Greenwashing has become increasingly common as public pressure rises for companies to adopt sustainable practices. 

One well-known example is McDonald’s. In 2018, the company introduced paper straws to replace plastic ones in an effort to “protect the environment.” The move was widely praised. But a year later, McDonald’s admitted that the new straws were not recyclable (The Sun, 2019). The plastic ones they replaced actually were. The company was celebrated for making a “significant contribution to help our natural environment,” even though the change had little practical impact. 

Another example is when Keurig Canada once positioned its single-serve K-Cup pods as a convenient, recyclable alternative. They were promoted as eco-friendly and “green.” Yet in 2022, the Competition Bureau of Canada fined Keurig Canada $3 million after finding that the company’s claims about pod-recyclability were misleading in many parts of the country (Government of Canada, 2022). In many municipalities outside a few provinces, K-Cups weren’t accepted in recycling programs, and consumers couldn’t actually recycle them, despite what the packaging and marketing suggested. Critics argue this was a clear case of greenwashing: using sustainability-oriented messaging to make a product appear environmentally responsible, when in reality it contributes to plastic waste and misleads well-meaning consumers.

Greenwashing isn’t just a harmless exaggeration; it has huge consequences. When companies mislead consumers, it can create a false sense of progress. People think they are supporting sustainable practices when they’re not, which reduces pressure on companies to make meaningful changes. It also undermines trust. When the truth comes out, such as in the McDonald’s case, it fuels public cynicism toward all sustainability initiatives, even the legitimate ones. Customers stop purchasing all products that are labelled to be sustainable, and as a result, genuinely eco-conscious companies struggle to stand out. Those relying on clever marketing continue benefiting without making real improvement. 

Greenwashing can have clear red flags. Vague claims, such as “eco-friendly”, “green”, “clean”, or “sustainable” on packaging without any evidence to back it up should ring alarm bells. Claims that sound too good to be true, or aren’t backed by numbers can also be a red flag. Companies are also known to change the packaging, while keeping the product the same. While these are the more common warning signs, it’s important to think critically. 

Students have more influence than we often realize. By asking companies for evidence behind their sustainability claims, which can be done  through emails, comments, or social media, we can push for greater transparency. Supporting brands that publish real data, such as audit reports or emissions breakdowns, also helps reward companies that commit to genuine environmental responsibility. On campus, student clubs and sustainability groups can advocate for ethical suppliers and spark important conversations that expose misleading claims. While not everyone can always afford the most sustainable option, even occasional informed purchases send a strong signal. Moreover, before making a purchase do your research. If claims sound too good to be true, chances are they just might be. Ultimately, by staying curious, asking questions, and holding companies accountable, we make it harder for greenwashing to thrive.

References

The Canadian Press. (2022, January 7). Keurig Canada fined $3 million for misleading claims over coffee pod recycling. CBC. https://www.cbc.ca/news/business/keurig-fined-3-million-fine-1.6307150

The Sun. (2019, September 12). McDonald’s “eco-friendly” paper straws not recyclable but plastic ones were. The Sun. https://www.thesun.co.uk/news/9653496/mcdonalds-paper-straws-cant-be-recycled/