GREENWASHING: UNDERSTANDING WHAT IT IS AND HOW TO AVOID IT

Description: Greenwashing is a common practice where companies use sustainability merely to attract consumers, without investing in sustainable practices. This can lead to significant environmental damage and hinder active participation in reducing carbon emissions. Companies that engage in greenwashing may face penalties under certain laws. Essencial Organics has sustainable seals and supports forest conservation projects.

When we talk about conscious consumption, we often recall certain products with the phrase "100% sustainable" on the packaging. But did you know that not all companies truly practice this sustainability; instead, they merely use the concept to attract consumers?

Greenwashing is a very common practice in today's market, where companies try to present themselves as environmentally friendly, but in reality, do not put this positioning into practice.

A survey conducted by the European Commission (EC) in 2021 concluded that, among 344 suspicious claims from various organizations, 59% of them did not provide accessible proof to consumers demonstrating the lack of negative impact of a product on the environment.

What is the origin of the name?

The term emerged in the 1990s with the publication of an article in New Scientist magazine, which used the expression as an analogy to "Brainwashing."

What is the impact?

This can have a major socio-environmental impact, as companies that use this strategy end up not investing in sustainable practices. This lack of investment can lead to significant environmental damage, such as air, water, and soil pollution, loss of biodiversity, and climate change.

Greenwashing helps prevent strong societal engagement in actively participating in meeting carbon emission targets established by international environmental authorities. This is considering that, according to the Intergovernmental Panel on Climate Change (IPCC) report, we are in a state of climate emergency, described as a "red code" by the UN.

If it happens, will the company suffer consequences?

Yes, because it will be in non-compliance with Law No. 8.078/1990 of the Consumer Protection Code, which prohibits misleading advertising.

Furthermore, illegal environmental practices can lead to the organization facing penalties under the Environmental Crimes Law (Law No. 9.605/1998), the National Solid Waste Policy (PNRS - Law No. 12.305/2010), among others.

How to identify if it is truly sustainable?

There are environmental seals on some packaging that can help you when shopping. The companies EuReciclo, Beleza Sustentável, Instituto Lixo Zero, PETA, Cosmos, and EcoSun Pass are some of the official certifications that indicate whether a sustainable practice is genuine or not.

And Essencial Organics in all this?

Here at Essencial, we have the EuReciclo, Cruelty Free, and Reciclo Beleza Sustentável seals, and we also support the Jari Para forest conservation project in the Amazon Rainforest.

In the composition of our products, we use only natural, certified plant-based ingredients, with no animal exploitation involved.

96.7% of our plastic packaging is made from biodegradable plastic. Our glass packaging is 100% sourced from recycling.

100% of our printed materials are made from recycled or mixed paper, from preserved and renewable sources with certification. Additionally, all the inks we use are plant-based and biodegradable.

We are committed to offering you real and true transformations.

Written by Juliana Gomes