Back in 2009, Volkswagen ran a huge campaign about its “clean diesel” cars. They claimed the cars were eco-friendly, even putting those ads on TV during the Super Bowl. But later, the EPA found out VW had secretly added software to cheat emissions tests. In reality, the cars were polluting way more than advertised.
That scandal, now called “Dieselgate,” is one of the most famous examples of greenwashing — when companies mislead people about their environmental impact.
While this case was extreme, greenwashing is often subtle!
Sometimes it’s just vague wording on a product label, or a flashy corporate campaign that hides the real facts.
Let's breakdown greenwashing definition with examples to spot key signs of greenwashing before it misleads us.
Greenwashing Definition: A Detailed Overview
Greenwashing definition refers to when a company exaggerates or fabricates its environmental benefits to appear more sustainable than it really is. Instead of changing harmful practices, businesses use marketing tactics to look eco-friendly, often profiting from consumers who genuinely want to make responsible choices. For companies, understanding what is greenwashing in business and what does greenwashing mean is critical to building authentic sustainability strategies.
The idea of greenwashing meaning isn’t new. The term was first coined in 1986 by environmentalist Jay Westerveld after observing a hotel in Fiji. The hotel encouraged guests to reuse towels “to save the planet,” but at the same time, it was expanding into fragile ecosystems. This contradiction became one of the earliest examples of greenwashing, showing how companies can mislead the public while pursuing profit.
As environmentalism entered the mainstream, the signs of greenwashing became harder to detect. Companies began refining their messaging so that it appeared credible, even when little real change was happening.
Examples of Greenwashing
Let’s explore greenwashing examples across industries to understand how companies use it, and how we can recognize these practices early on.
1. Starbucks
In 2018, Starbucks announced it would phase out plastic straws worldwide, positioning the move as a major sustainability achievement. The replacement was a strawless lid that allowed customers to sip directly. While this was marketed as progress, sustainability experts quickly noticed that the new lids actually used more plastic by weight than the old lid-and-straw combination.
Disability advocates also pointed out that paper or biodegradable straws often failed to meet accessibility needs, leaving many people excluded.
This incident demonstrates what does greenwashing mean when small, symbolic actions are exaggerated into sweeping environmental victories. By focusing on a headline-friendly initiative, Starbucks drew attention away from broader sustainability challenges in its global operations. It underscores how the greenwashing definition often comes down to overstating minor steps.
2. BlueTriton (formerly Nestlé Waters)
One of the most notorious examples of greenwashing comes from bottled water brands. BlueTriton, previously Nestlé Waters, owns Poland Spring and about a third of all U.S. bottled water products. Its packaging often features scenic rivers, mountains, and forests, creating the impression of natural purity and sustainability.
In reality, the company has faced repeated accusations of draining aquifers in ecologically sensitive areas and contributing massively to plastic waste. More recently, BlueTriton was sued for misleading claims about being a “guardian of sustainable resources.”
The company’s defense was that such statements were “vague and hyperbolic” — essentially admitting what does greenwashing mean in corporate marketing: creating a green image without real environmental responsibility.
3. Deutsche Bank’s DWS Unit
In 2023, Deutsche Bank’s asset management arm, DWS Investment Management Americas, became a headline case of what is greenwashing in business. The firm marketed its ESG funds as carefully screened for environmental, social, and governance criteria, positioning itself as a leader in sustainable investing.
However, the U.S. Securities and Exchange Commission (SEC) found that DWS lacked adequate controls to ensure its practices matched these promises. Investors were led to believe their money supported rigorous ESG standards when it did not. DWS paid $25 million to settle the case without admitting guilt.
This incident highlights what does greenwashing mean in sustainable investing i.e., when financial products use sustainability as a sales tactic while failing to deliver on the promised values.
4. Ozinga Bros
On Chicago’s Southeast Side, a neighborhood already burdened with heavy industry and pollution, Ozinga Bros proposed building a large underground storage facility. The company promoted the project as green by suggesting it could one day house solar panels, vertical gardens, and other eco-friendly businesses.
To strengthen this image, it launched tree planting campaigns, added environmental messaging, and even hired an activist.
Yet critics like NRDC’s Gina Ramirez pointed out the hidden costs: 17 years of dynamite blasting, thousands of diesel trucks, and increased air pollution. This disconnect between polished sustainability promises and harmful impacts demonstrates the greenwashing definition/meaning at a community scale. It is a prime example of how surface-level green branding can mask environmental risks.
5. Keurig Dr Pepper (K-Cups)
Keurig marketed its single-use K-Cups as recyclable, leading many eco-conscious consumers to feel they were making a responsible choice. The reality was far different. Most U.S. recycling plants could not process the pods due to their small size and mixed plastic composition.
This meant that billions of pods ended up in landfills despite the recyclability claims. In 2022, Keurig Dr Pepper paid $10 million to settle a class-action lawsuit over false advertising. In 2024, it also paid $1.5 million to settle SEC allegations regarding inaccurate recyclability statements.
This case is a textbook example of greenwashing meaning in consumer products — a brand profiting from sustainability claims while creating more waste. For consumers, it’s a reminder of why identifying the signs of greenwashing is critical.
Signs of greenwashing to identify greenwashing
1. Vague or Empty Language
Buzzwords like “eco-friendly,” “all-natural,” or “green” appear often, but without data or certification, they are meaningless. If a company cannot explain how a product is sustainable or back it up with credible evidence, it’s one of the clearest signs of greenwashing. Empty language is used to trigger positive emotions while avoiding accountability.
2. Misleading Imagery and Branding
A common tactic is using visuals like trees, leaves, rivers, or animals on packaging and ads. For example, bottled water companies often show pristine landscapes even though their operations contribute to plastic pollution and water scarcity.
3. Highlighting Small Wins While Ignoring Larger Harms
Some businesses emphasize small changes, such as introducing paper straws or lightweight packaging, while continuing practices that cause massive emissions or pollution. Starbucks’ strawless lids, which contained more plastic than the original straw-and-lid combo, are one of the most cited examples of greenwashing. This shows how minor tweaks can be marketed as major environmental progress.
4. No Proof or Independent Certification
If a company’s sustainability claims lack third-party verification, certifications, or detailed reporting, skepticism is justified. Independent labels like FSC, Energy Star, or Fair Trade add credibility. Without them, claims fall into the category of what is greenwashing in business—marketing sustainability without accountability.
5. Overcomplicated or Hidden Information
Greenwashing can also happen when companies bury important details in technical reports or use complex jargon that the average person cannot decode. By overwhelming consumers with data instead of offering clear evidence, companies create confusion, which is itself a tactic to avoid scrutiny.
Turning Greenwashing Risks Into Opportunities for Change
Companies often greenwash because appearing sustainable brings business benefits—whether it’s attracting eco-conscious consumers, winning investor confidence, or staying ahead of regulations. The problem is that exaggerated or misleading claims erode trust, invite scrutiny, and stall genuine climate action.
Recognizing the tactics and patterns behind greenwashing is essential for separating marketing spin from meaningful progress.
Breathe ESG helps organizations close that gap between promises and action.
By offering tools to measure emissions across Scope 1, 2, and 3, automate ESG reporting, and provide assurance-ready data, Breathe ESG ensures that sustainability claims are backed with evidence. Our platform also streamlines supply chain engagement, aligns reporting with global frameworks, and empowers leadership teams to confidently showcase real progress.
Book a call today and learn how to eliminate greenwashing from your sustainability strategy.
FAQs
What is the meaning of greenwashing?
Greenwashing is when companies mislead stakeholders by exaggerating or fabricating environmental claims to appear more sustainable than they are. Instead of making meaningful changes, businesses use marketing, imagery, or vague language to create a “green” reputation. This practice erodes trust, misguides consumers, and shifts attention away from genuine solutions to climate and sustainability challenges
What is a famous example of greenwashing?
One of the most famous examples of greenwashing is Volkswagen’s “Dieselgate” scandal. In 2009, the company promoted its diesel cars as “clean” and environmentally friendly. Later, regulators discovered the vehicles were equipped with software that cheated emissions tests, producing up to 40 times the legal pollution limits. This high-profile case revealed how damaging deceptive sustainability claims can be.
What's another word for greenwashing?
Another word often used for greenwashing is “eco-deception.” Some also call it “green sheen” or “green marketing spin.” All these terms describe the same idea: presenting false or misleading environmental claims to appear eco-friendly without real action. While less common, these synonyms highlight how companies polish their image instead of addressing their true environmental impact.
What are the three types of greenwashing?
The three main types of greenwashing are:
- Selective disclosure: Highlighting minor eco-friendly actions while hiding larger harms.
- Misleading claims: Using vague or false sustainability statements without proof.
- False imagery or labeling: Using nature-inspired branding or unverified certifications to imply sustainability.
Together, these tactics show how businesses manipulate perception rather than driving real environmental progress.
