Rethinking Greenwashing

Sofia Paz Lifrieri
Aug 7
3 min read

Updated: Aug 27

Why integrity matters more than perfection

The word green is everywhere. It shows up on product labels, marketing campaigns, and corporate mission statements. It is often paired with words like ethical and conscious to signal that a brand is doing business differently. But what do those words actually mean?

When we look closely, we start to see how vague these claims can be. A green logo or a recycled-looking package does not tell us anything about how a business actually operates. The color green is not a value system, and it is not a plan of action. For these words to matter, brands need to define them in their own context and back them up with practices that can be explained, measured, and trusted.

The courage to tell the whole story

Many brands hesitate to be transparent because honesty can feel risky. Sharing your values also means sharing where you fall short. That vulnerability is not a weakness. It is what builds trust. When a brand openly admits where it is still learning or improving, the audience sees something real.

In contrast, when a company hides behind broad language and curated visuals, every slip up looks like deception. It is the difference between saying, we are trying to do better and pretending you already do everything perfectly.

Consumers, especially those who care deeply about sustainability and ethics, know how difficult it is to make responsible choices at every level. They are not looking for perfection. They are looking for integrity.

Why perfection is not the goal

We live in systems that are far from perfect. Supply chains are complicated, industries are entangled with harmful practices, and even our personal consumption choices are often compromised. Holding brands accountable is important, but expecting them to meet an impossible standard can push out the very businesses trying hardest to create change.

A brand built on genuine values will make mistakes. What matters is how it responds. Does it acknowledge the issue, explain what happened, and show how it will improve? Or does it stay silent and hope no one notices?

Moving beyond buzzwords

If you run a brand or market one, consider this an invitation to go deeper. Do not rely on a single word to hold the weight of your values. Instead, ask yourself:

What does green mean for us specifically?
How do we define ethical in the context of our products, our team, and our partnerships?
In what ways are we conscious of our impact on the environment, society, and the economy?

Then, share those answers. Be specific. Be transparent. People do not need you to be flawless. They need to know what you stand for and how you are working toward it.

A future built on clarity and care

The conversation about greenwashing is not about policing language for its own sake. It is about rewarding the brands that take real steps forward, even if they have more steps ahead.

We all live in a world that requires us to consume. What we need are more options that are better than the status quo, more businesses willing to lead with clarity, and more audiences ready to support progress over perfection.

If you are building a brand with these values at heart, keep going. Keep asking the hard questions. Keep showing your work. That is how trust is built and how change begins.