That green packaging doesn’t mean what you think
Have you ever picked up a product at the supermarket because the packaging was brown, full of drawn leaves and the word “natural” in large letters? Or stopped buying from a brand because another one announced being “carbon zero”? If so, you’ve been the perfect target of a strategy called greenwashing, and you’re not alone.
Greenwashing, in simple terms, is when a company uses vague language, images or certifications to appear more sustainable than it really is. The problem isn’t just moral: it diverts money from consumers who want to do the right thing and harms companies that genuinely invest in responsible environmental practices. According to the United Nations Environment Program (UNEP), a significant portion of environmental claims made by companies in European and North American retail lacks proof, and the same pattern repeats in Brazil.
By the end of reading this article, you’ll know how to recognize the main tactics of greenwashing, what questions to ask before buying and how to use accessible tools to verify if a company delivers on its promises.
What is greenwashing and how did it start
The term emerged in the 1980s, when American activist Jay Westerveld criticized hotel chains that asked guests to reuse towels “for the planet’s sake,” but made no structural changes to their operations. The logic was simple: appearing green costs less than being green.
In Brazil, the phenomenon gained momentum with the growth of conscious consumption. As more Brazilians began to consider environmental impact in their purchases, more companies realized that “sustainability” sold. The result was a flood of labels with invented seals, generic statements and advertising campaigns disconnected from the reality of factories, supply chains and product disposal.
The National Council of Advertising Self-Regulation (Conar) has already analyzed and suspended campaigns in Brazil for environmental claims considered deceptive. However, regulation is still fragmented, and the consumer remains the primary line of defense.
The seven most common tactics used by companies
Knowing the patterns helps a lot. See the strategies that appear most frequently:
- Vague claim or without proof: words like “ecological,” “natural,” “green” and “environment-friendly” have no legal definition in Brazil and can be used by any company, regardless of their actual practices.
- Irrelevant highlighting: a product that never had a certain harmful ingredient announces “without [ingredient]” as a differentiator. The absence of something banned by law is not an environmental achievement.
- Fake or uncredible seals: some companies create their own seals or use little-known certifications that are difficult to verify. Recognized seals in Brazil include FSC (forest management), Procel (energy efficiency from ANEEL) and EURECICLO (reverse logistics).
- Carbon offset as a magic solution: announcing that you planted a thousand trees while maintaining highly polluting processes is a way to divert attention from the main problem. Offsetting can be part of a strategy, but it doesn’t replace real emissions reduction.
- Image without substance: packaging with earthy tones, leaves and forests creates a visual association with nature that doesn’t correspond to any concrete change.
- Cosmetic change: reformulating the packaging to recycled material while the manufacturing process remains extremely polluting.
- Shifting responsibility to the consumer: encouraging product recycling without guaranteeing the necessary infrastructure for it. In Brazil, Law 12.305/2010, known as the National Solid Waste Policy (PNRS), requires manufacturers of certain products to implement reverse logistics systems. Many companies ignore this obligation or comply minimally.
How to verify if a company is truly sustainable
Before buying, it’s worth investigating a bit. It doesn’t need to be academic research: a few simple questions already reveal a lot.
- Look for the company’s sustainability report. Serious companies publish measurable goals, audited results and clear methodologies. Be suspicious of reports full of pretty pictures and no verifiable numbers.
- Verify the certificate on the certifier’s website. If a company claims to have the FSC seal, access the FSC’s official database and confirm. The same goes for Procel and Eureciclo.
- Research the company’s environmental history. Ibama makes environmental fines and penalties publicly available. A quick search for the company name on the Ibama website can reveal recent violations.
- Look at the entire chain, not just the final product. A t-shirt made from organic cotton may have been dyed with toxic dyes and sewn under precarious conditions. Ask about the supply chain.
- Be wary of goals without deadlines or audits. “We’ll be carbon neutral by 2050” without an auditable intermediate plan is an empty promise.
- Consult independent platforms. In Brazil, organizations like the Akatu Institute and Idec (Brazilian Institute for Consumer Defense) publish research and evaluations of corporate practices.
Labels and seals worth attention in Brazil
Not every seal is fraud. Some have rigorous certification processes and independent audits. Knowing them makes shopping easier.
| Seal | What it certifies | Who audits |
|---|---|---|
| FSC | Responsible forest management | Forest Stewardship Council |
| Procel | Energy efficiency of appliances | ANEEL / Eletrobras |
| Eureciclo | Packaging offset via reverse logistics | Eureciclo (third-party audit) |
| Rainforest Alliance | Sustainable agriculture and forests | Rainforest Alliance |
| IBD Organic | Certified organic product | IBD Certifications |
Seals that you created or that appear with no identified certifying entity should be treated with skepticism.
Greenwashing in everyday Brazilian life: examples you’ve already seen
At the farmers market, a stand announces “natural product without pesticides” with no organic certification. At the supermarket, a bleach brand says it’s “ecological” because it has 20% recycled plastic packaging, but says nothing about the product itself. On your electricity bill, a distributor announces that its energy comes from “renewable sources” without detailing the actual composition of its matrix.
These examples aren’t hypothetical: they’re documented patterns that repeat across different product categories. The good news is that by recognizing them, you stop being the easy target that marketing campaigns expect to find.
One area where transparency has advanced is food. Urban agriculture initiatives connect producers and consumers more directly, reducing dependence on labels and increasing traceability of what reaches your plate. Buying from those who produce, when possible, is one of the most efficient ways to escape greenwashing.
What Brazilian legislation says about deceptive advertising
The Consumer Protection Code (Law 8,078/1990) prohibits deceptive advertising, including false or unverifiable environmental claims. Conar can receive complaints and order campaign suspension. In more serious cases, the Public Ministry can file public civil actions.
The PNRS (Law 12.305/2010) is also relevant: it requires manufacturers of batteries, electronics, tires, lubricating oils and packaging to guarantee reverse logistics for these products. When a company says “dispose of properly” without offering any accessible collection point, it may be breaking the law. You can report it to Ibama or your state’s environmental agency.
Frequently asked questions about greenwashing
Is greenwashing a crime in Brazil?
It depends on the case. Deceptive advertising is prohibited by the Consumer Protection Code and can generate fines and obligation to remove the campaign. In situations where there’s concrete environmental damage associated with false advertising, the Public Ministry can act. Conar, however, has no power to fine, only to apply advertising pressure.
How do I report a company doing greenwashing?
You can file a complaint on the Conar website, at your state’s Procon or on the Consumidor.gov.br platform. If there’s a breach of PNRS, the complaint can go to Ibama or your state’s Environment Department. The more detailed the complaint, the better.
Are carbon-neutral seals reliable?
It varies a lot. Some carbon offset programs are serious and audited by third parties; others are not very transparent about where and how carbon is offset. Always ask what methodology is used, who audits it, and whether reductions are verified by an independent entity.
Can I trust “organic” products sold at markets without a seal?
In Brazil, Law 10.831/2003 allows family farmers to sell organic products without formal certification, as long as they participate in a participatory conformity assessment organization (OPAC) registered with the Ministry of Agriculture. Ask the farmer if they participate in any of these groups. The answer already says a lot.
Start with one question before your next purchase
You don’t need to become an investigator to escape greenwashing. Just develop the habit of asking one simple question before buying any product with environmental appeal: “Where’s the proof of this?”
If the packaging doesn’t answer, if the company’s website doesn’t have verifiable numbers, if the seal doesn’t have an entity behind it, you already have your answer. Put the product back on the shelf and look for a more transparent alternative. Over time, this filter becomes automatic, and your choices start to pressure companies to do better for real.
