What Is Greenwashing In The Home?

More people now than ever are interested in making their homes greener.

In March 2024, the National Association of REALTORS® conducted a survey to determine the state of the housing market regarding sustainability. The study’s results suggest that the industry is right at the beginning of a “green revolution.”

For example, almost half the respondents stated that their Multiple Listing Service (MLS) now includes green data fields. This indicates a change in residential property presentation to be more open about sustainable features awareness. These fields act as signposts that lead buyers to eco-friendly houses.

But that’s not all!

Demand for more eco friendly household goods – from furniture to cleaners – is also rising.

Sadly, there is bad news to match this.

Namely, the fact that many products marketed as ‘green’ fall short of widely accepted environmental standards. As a result of high consumer demand for earth-friendly products, many manufacturers have simply used marketing and packaging to mislead customers into thinking their goods are ecological.

So common is this deceptive practice, a term has been coined for it: greenwashing.

But what is greenwashing in the home, exactly?

What Is Greenwashing In General?

Greenwashing overall can be hard to spot, but it’s all around us.

For example, several hotel chains claim to be environmentally friendly because they allow guests to choose whether to sleep on the same sheets and use the same towels for continuous days. Not a bad idea, of course. But when it comes to behavioural adaptations that can really make a difference, these hotels fail.

For example? How many have eliminated plastic? How many use more efficient insulation and heating, or purchase non-toxic carpeting and bedding?

McDonald’s has highlighted certain sustainability initiatives in its marketing, such as using recycled materials and alternative fuels, while critics note that broader environmental impacts remain largely unchanged. biofuel made from leftover grease in its fleet of trucks, and is using recycled paper in its takeaway bags.

Great steps forward, of course. Yet the company still buys their chicken from Cargill, which feeds its poultry with imported soy, much of it apparently coming from the Bolivian Amazon and Brazilian Cerrado. Of course, these areas are rapidly being deforested for new soy plantations. And let’s not forget that McDonald’s bases its entire concept around disposable packaging.

Now, Let’s Get To Greenwashing In The Home

Some cleaning product and furniture companies claim to be ‘inspired by nature’ or even use the words ‘pure’, ‘herbal’, ‘bio’, ‘natural’ or ‘organic’ in their packaging.

Yet they may still sell products that contain dozens of harmful synthetic chemicals, such as sodium laureth sulfate, diazolidinyl urea, fragrance and many others.

In their efforts to give greenwashing the boot, the Campaign for Safe Cosmetics  highlights several companies as being guilty of greenwashing. However, they note that regulation on the use of words such as ‘natural’, ‘herbal’ ‘green,’ Earth’ and ‘organic’ are very loose. Such marketing is not stringently regulated, making greenwashing even harder to spot.

So no wonder Dr Bronner’s – an ethical soap/home cleaning products company with strict organic guidelines for their ingredients was upset.

They sued a few competing cleaning brands for falsely claiming they, too, were organic. Dr Bronner’s won, and those brands that used words like ‘organic’ in their descriptions (or even in their names) had to change their packaging, marketing and how they presented their products.

Indeed, knowing what is greenwashing and which home brands are authentically eco-friendly can be tough. But never fear! We are here to help.

Watch out for these key greenwashing tricks

1. The use of unsubstantiated claims

Who says a company is ‘natural’, ‘green’ or ‘organic’?  Make sure that if a product makes these claims, there are no harmful chemicals hiding behind the ‘green’ ones.

Vegan leather furniture is a perfect example. Many forms of “vegan leather” are made from plastic-based materials such as PVC or polyurethane, which are fossil-fuel derived and present their own environmental challenges compared to some responsibly sourced natural materials. There are some good, eco friendly vegan fabrics, too, though.

That being said, furniture sold as being made from ‘natural leather’ is no better. The animal skins need to be tanned and dyed with toxic chemicals.

2. The ‘lesser of two evils’ trick

This is a fairly common one. It’s when a company fools consumers into thinking it’s gone green, when it’s just slightly less harmful than it was before. Take Ziploc’s newish ‘evolve’ line, for example.

They claim it’s ‘green’ because it uses ‘less plastic’ and is created with wind energy.

But honestly, why even use plastic wrap at all when there are so many alternatives, like waxed paper, for example?

3. Unseen trade-offs

These are particularly hard to spot. This is when companies tout the eco-friendliness of certain aspects of their products while ignoring the larger environmental cost.

For example, an example of greenwashing in the home could be a furniture company that claims it’s using sustainable species of wood might actually be harvesting those trees from old virgin forests. Or ‘organic cotton curtains and home textiles may be shipped from tens of thousands of miles away.

A great example of greenwashing common products we use at home are these nappies, below. The good news! Organic Cotton. The Bad News? These are disposable, contain plastics, and still create huge amounts of landfill!

From a waste-reduction perspective, reusable cloth diapers have a far lower landfill impact than disposable options, particularly when used long-term.

4. Irrelevant claims

These are commonly made by companies to fool us into believing they’ve made an effort to be green, but they have done nothing relevant towards this.

For example, another case of greenwashing in home products would be a paint brand that claims to be eco friendly because it’s free of asbestos and lead – both of which used to be common in paint, but are now prohibited anyway.

Another great example is Nespresso coffee pods. Though the company (one of the least ‘green’ in the world, by the way) claims you can recycle their pods, the fact is, the recycling process is highly energy and water intensive. And you could just make coffee in a French press, with ZERO waste, anyway.

Nice try.

5. The use of misleading green images or names

Beware: this is probably THE most common trick!

Keep an eye out for pictures of trees, leaves and other such nature scenes on labels that make no other claims to eco-friendliness. Just because there’s an animal and a bit of greenery on the label doesn’t mean the company is making the environment a priority. Here are just a few of the greenwashing words you’ll find on home products that can be anything but eco friendly:

• Botanical
• Clean
• Earth-friendly
• Gentle
• Green
• Herbal
• Mineral
• Natural
• Plant-based
• Pure
• Sulfate-free

But there are plenty more.

And it’s not just words that marketers use to deceive us. It’s images, too.

I mean, just look at this ad for Glade room fresheners, below. With all that fresh fruit, you’d think this was a natural product. But is there anything more toxic for your home? I’d say no!

6. ‘Smart’ anything

So-called ‘Smart’ appliances and even utility meters are ubiquitous these days. From doorbells and dishwashers to TVs and lamps, everything seems to be ‘smart’. And those goods are actually marketed as ‘green’. For no reason whatsoever, really.

Why? Well, their parent companies are usually some of the most polluting ones on the planet.

For example, Apple and Samsung have faced scrutiny for using child labour to mine components of their electronics. And electronic waste and mining for electronic components are currently two of the biggest contamination issues currently facing he planet.

See Also

How To Bless Your Home And Bring Good Energy: 15 Tips

So if you think replacing your old appliances for new, smart ones is ‘smart’, think again.

Not only will you be contributing to more electronic waste by dumping your old goods, but you’ll be encouraging companies to engage in dirty, unsustainable mining practices too. Any gains you make by saving a bit of energy with ‘smart’ appliances is undone by all the negatives mentioned above.

And don’t even get me started on the harm done to human and animal health by appliances connected to wifi!

Some researchers and environmental groups have raised concerns about the potential ecological effects of electromagnetic fields (EMFs), including possible impacts on insects and wildlife navigation. Although scientific consensus on the scale and causality of these effects is still evolving, it is always better to err on the side of caution.

In fact, EMFs, the electromagnetic frequencies from the smart devices, mobile networks and wi-fi signalling, interfere with bird and insects’ navigation systems and disrupt their immune systems. Some studies show that smart technology is actually to blame for the demise of bee and bird populations.

How can it EVER be called ‘green’?

What Makes A Product Truly Green?

The best way to know how to avoid greenwashing in the home is to look for a Third Party Certification.

What that means is, check that the label has been certified by a recognised body that ensures a product is eco-friendly, such as:

• The Soil Association
• EcoCert
• The Green Seal
• FSC (for wood)
• LEEDS (for architecture)
• The Leaping Bunny (for cleaning products)

Still, the answer to ‘What Is Greenwashing In The Home?’ isn’t always straightforward. And even less so since there is currently very little governmental control of misleading environmental advertising claims.

But there are a number of non-profit organisations that monitor greenwashing.

Sustainability is complex, and environmental impacts vary based on materials, manufacturing methods, supply chains, and product lifespan — which is why independent certification and transparency are essential.

FAQs: Greenwashing in the Home

What is greenwashing in the home?

Greenwashing in the home refers to misleading marketing claims that make household products, materials, or appliances appear more eco-friendly than they actually are. This often includes vague terms like “natural,” “green,” or “plant-based” without proof, certifications, or full ingredient transparency.

Why is greenwashing so common in home products?

Greenwashing is common because consumer demand for sustainable products has risen faster than regulation. Since many environmental terms are loosely regulated or not regulated at all, companies can use green imagery and language to increase sales without meaningfully reducing their environmental impact.

How can I tell if a product is truly eco-friendly or greenwashed?

The most reliable way to avoid greenwashing is to look for third-party certifications such as FSC, Ecocert, the Soil Association, Green Seal, or Leaping Bunny. Avoid products that rely only on vague claims, green imagery, or buzzwords without independent verification.

Are “natural” or “plant-based” cleaning products always safe?

No. Many products labelled “natural,” “pure,” or “plant-based” still contain harmful synthetic chemicals such as fragrances, preservatives, or surfactants. These terms are often used for marketing and do not guarantee that a product is non-toxic or environmentally safe.

Is vegan leather furniture actually eco-friendly?

In most cases, no. Vegan leather is often made from plastic-based materials such as PVC or polyurethane, which are fossil-fuel derived, non-biodegradable, and environmentally harmful. Despite ethical branding, many vegan leathers have a higher environmental footprint than responsibly sourced natural materials.

What is the “lesser of two evils” greenwashing trick?

This occurs when a company promotes a product as green simply because it is slightly less harmful than its previous version — such as using less plastic — while still selling fundamentally unsustainable items. This tactic distracts consumers from better, low-impact alternatives.

Are smart home appliances really environmentally friendly?

Not necessarily. While smart appliances may reduce energy use slightly, they often contribute to electronic waste, intensive mining for rare materials, and increased pollution. Replacing functional appliances with smart ones can actually increase overall environmental harm.

Do recycling claims always mean a product is sustainable?

No. Some products claim to be recyclable, but the recycling process may be energy-intensive, inefficient, or unavailable in most regions. Products that rely on single-use materials — even if technically recyclable — are often examples of greenwashing.

What are some common greenwashing words to watch out for?

Common greenwashing terms include “natural,” “pure,” “green,” “eco-friendly,” “clean,” “botanical,” “plant-based,” and “earth-friendly.” These words have no strict legal definition and should always be backed up by certifications or full ingredient disclosure.

Is greenwashing regulated by law?

In most countries, environmental marketing claims are only lightly regulated. This lack of strict oversight allows companies to make vague or misleading sustainability claims with little accountability, making it essential for consumers to research products independently.

How can homeowners avoid greenwashing altogether?

Homeowners can avoid greenwashing by prioritising durability, buying less, choosing certified products, repairing instead of replacing, and favouring simple, low-tech solutions. The most sustainable choice is often to use what you already have rather than buying something new labelled “green.”