Identifying Genuine Sustainability and Avoiding Greenwashing

Ask GIA™ Blog

Glove Intelligent Assistant
01.23.2025

As the ASK GIA blog has discussed in previous posts, many businesses recognize that consumers are increasingly focused on purchasing green products and supporting green businesses. Customers are often willing to pay a premium for sustainable products, driven by the pressing challenges of climate change and global warming. This creates a growing demand for transparency and accountability in sustainability efforts. Unfortunately, these trends also give rise to greenwashing—a marketing tactic where brands mislead consumers into believing their products or practices are more environmentally friendly than they truly are. For instance, products are sometimes labeled as “recyclable” without providing clear evidence of how or where recycling is feasible.

Differentiating Between Greenwashing and Genuine Sustainability

It is crucial for consumers to be educated on how to identify greenwashing and distinguish genuine green products or practices. One key indicator of authenticity is transparency. Truly green marketing and products prioritize sustainable manufacturing processes, which include:

  • Reduced or zero carbon footprint
  • Reduced or zero water pollution
  • Use of recycled materials or ingredients
  • Production of recyclable products
  • Utilization of renewable materials or ingredients
  • Eco-friendly packaging
  • Reduced or zero plastic footprint
  • Third-party certifications (Fair Trade, Rainforest Alliance, or B Corp)
  • Transparency about sourcing and production

Another critical aspect is verifying the life cycle of a product. Not all materials labeled as “recyclable” are effectively recycled in practice, and consumers should be vigilant about the realities of recycling claims.

Regulatory Guidance on Environmental Claims

The Federal Trade Commission (FTC) provides detailed guidelines through its Green Guides, initially released in 1992 and revised in 1996, 1998, and 2012. These guides aim to prevent consumer deception by clarifying how environmental marketing claims can be truthfully and accurately presented. According to the FTC:

  • General principles are outlined to help marketers make accurate and non-deceptive environmental claims.
  • Guidance is provided on how consumers may interpret specific claims, such as “recyclable” or “compostable.”
  • Marketers are advised on how to substantiate claims and qualify them to avoid misleading consumers.
  • For further details, consult the official FTC Green Guides.

International Standards for Compostability

Products labeled as “compostable” must be certified to meet rigorous international standards, such as the following:

  • ASTM D6400 (American Society for Testing and Materials)
  • EN 13432 (European Standard)
  • ISO 17088 (International Standards Organization)

These certifications ensure that materials disintegrate within 12 weeks and decompose by at least 90% within 180 days in an industrial composting facility. This distinction helps prevent confusion between compostable and biodegradable products. While all compostable products are biodegradable, not all biodegradable products meet the criteria for composting. Ensuring proper waste disposal through these certifications is essential to minimizing environmental waste.

SW’s Commitment to Sustainability

At SW Sustainability Solutions, we are dedicated to proving—not just promising—that our products and practices are environmentally sustainable. Our product literature and company sustainability reports are readily available on our website to provide transparency and assurance to our customers. By adhering to recognized standards and guidelines, we aim to empower consumers to make informed decisions that support a sustainable future.

About SW Sustainability Solutions

At SW, we are committed to leading the glove industry in environmental, social, and governance (ESG) practices. Our innovative EcoTek® technology exemplifies our dedication to sustainable solutions, while our expertise in sweat management ensures comfort and performance. We also offer specialized chemical compatibility support, assisting customers in selecting gloves tailored to their unique needs. Our mission is to provide products that prioritize safety, health, and environmental responsibility for our customers and the planet.

References

  1. Federal Trade Commission. (2012). Guides for the Use of Environmental Marketing Claims. Retrieved from https://www.ftc.gov/policy/federal-register-notices/guides-use-environmental-marketing-claims-green-guides
  2. American Society for Testing and Materials (ASTM). ASTM D6400 Standard Specification for Labeling of Plastics Designed to be Aerobically Composted in Municipal or Industrial Facilities. Retrieved from https://www.astm.org
  3. European Committee for Standardization (CEN). EN 13432: Requirements for Packaging Recoverable through Composting and Biodegradation. Retrieved from https://www.cen.eu
  4. International Standards Organization (ISO). ISO 17088: Specifications for Compostable Plastics. Retrieved from https://www.iso.org

Disclaimer: The information provided in this blog is for educational purposes only and should not be interpreted as legal, regulatory, or compliance advice. SW Sustainability Solutions assumes no responsibility for any misunderstanding or improper use of the information provided. For specific guidance, consult the FTC Green Guides or other relevant regulatory resources.