How to spot greenwashing in 2 minutes

You do not need to be a lawyer to see through fuzzy eco claims. Use this quick scan. If two or more red flags appear, treat the claim with caution and look for better proof.

Ten fast red flags

1. Vague language, Words like green, eco, planet-friendly, or natural, without specifics. Ask: what changed, by how much, and where.

2. Tiny attribute, big headline. One recycled trim becomes the story while the main material stays virgin. Scope should match the headline.

3. No evidence, no data, no third‑party test, no certificate, no link to a methodology. Claims need sources that are easy to check.

4. Irrelevant claims shouting CFC‑free when CFCs are already banned, or plastic‑free on paper goods, while inks or coatings are the issue.

5. Hidden trade‑offs: Bioplastic that needs industrial composting where none exists locally, or compostable liners inside non‑recyclable pouches.

6. Cherry-picking: One limited recycled collection while the core range is unchanged. Progress is system‑wide, not seasonal only.

7. DIY seals Logos that look official but are made by the brand. Real programs and standards are named and explained.

8. Offsetting as the headline: Climate neutral by offsets alone, without clear reductions. Reductions first, then any offset details with proof.

9. Feel‑good stories, no material facts: Lifestyle shots and mission copy, but no bill of materials, supplier info, or chemistry details.

10. Missing basics: No page that explains materials, factories, certifications, testing, or end‑of‑life guidance in plain language.

What credible proof looks like

• Specifics: the claim names the exact material or process and the slice it covers, for example, shell fabric only, not trims.

• Numbers with context: recycled content share, energy or water reduction compared with a clear baseline and year.

• Independent checks: recognized certifications, third‑party lab results, or audit summaries.

• Scope clarity: product level, line level, or company level. No mixing.

• End‑of‑life fit: clear disposal or take‑back that works in real local systems.

Two‑minute scan checklist

1. What is the exact claim, and what part of the product does it cover?

2. Where is the evidence, and can you view it without signing up?

3. Does the claim rely on offsets, or does it show real reductions first?

4. Does the product come with repair, refill, or take‑back options?

5. Is there guidance for local recycling or composting that actually exists?

Examples: weak vs strong

Weak: “Eco fabric.”

Strong: “70 percent recycled cotton in the shell fabric verified to GRS, trims excluded. Care guide to extend life.”

Weak: “Plastic‑free.”

Strong: “FSC‑certified paper mailer with water‑based inks. No plastic films. Recycle curbside in most EU cities.”

Weak: “Climate neutral brand.”

Strong: “Scope 1 and 2 emissions cut 38 percent vs 2022, verified. Remaining emissions offset with named projects and third‑party review.”

FAQ

Are offsets always bad?

No. High‑quality projects can help once direct reductions are in place. Avoid claims that use offsets as the whole story.

Do certifications guarantee perfection?

No. They verify part of the picture. You still want materials, supply chain, and end‑of‑life details.

Is recycled polyester always better?

It reduces demand for new oil. It can still shed microfibers and is hard to recycle. Choose durable designs and wash with care.

Why Kyndly exists

We prefer proof over posture. Kyndly curates brands that publish specifics, name the scope of each claim, show independent checks where relevant, and offer repair, refill, or take‑back. We also translate end‑of‑life guidance into simple steps that fit local systems.