Seven Sins of Greenwashing

Researchers identified seven classic greenwashing tactics. The most common is the sin of the hidden trade-off — highlighting one green attribute while ignoring larger environmental problems. Paper from a "sustainably managed forest" still requires bleaching, shipping, and chemical processing.

Other common sins include vagueness ("all-natural" means nothing legally), absent proof (claims without evidence), and irrelevance (advertising as CFC-free when CFCs are banned). Companies exploit the gap between consumer desire to do good and their ability to verify claims.