As the inclination towards clean and green beauty is growing, so is the impediment to its growth — greenwashing!
The emotions of the consumer market towards sustainable, eco-friendly, and nature-based products are stronger than ever. The stats reveal that the global herbal beauty market is likely to grow at a CAGR of 5.06% between 2022 and 2030. Consequently, the market is likely to hit a whopping US$ 130.2 billion by 2030. Stats also show that nearly 87% of Gen Z and 73% of Millennial consumers are inclined towards clean and green products.
Brands across the globe are taking note of the growing emotions. They are launching green — eco-friendly or natural — lines of products. More and more brands based solely on natural ingredients are also coming up. Then what is the problem, you ask? The problem lies concealed right under our eyes. It is the brands that do the bare minimum while portraying themselves as environment-friendly. greenwashing is the real problem!
What is greenwashing?
When a product claims to be natural, eco-friendly, or organic — while they are none of these — as a marketing or sales tact, is called greenwashing. It is done either by way of packaging, by descriptions, or through marketing.
Imagine a face wash that claims to have a lot of natural ingredients. It also has aloe vera, flowers, and leaves made on the packaging. However, the face wash has none or very little of these and is mostly made of chemicals. This is a classic example of greenwashing. Another example could be testing the products on animals while claiming to be environmentally friendly.
Why is greenwashing a problem?
Greenwashing in the beauty industry is a growing menace owing to how it deceives consumers. Brands engaging in greenwashing manipulate marketing and create a false perception of environmental responsibility. This gravely misleads consumers. Diluting the impact of authentic eco-friendly brands, it also creates scepticism around sustainability claims. Therefore, impeding the overall shift towards more sustainable practices.
How is it so easy for brands to indulge in greenwashing?
Greenwashing in the beauty industry is prevalent in India due to several factors. The absence of stringent regulations specific to green claims allows brands to exploit the lack of oversight. While India has guidelines for labelling and advertising claims, they are often loosely enforced. This allows companies to make unsubstantiated sustainability claims without facing consequences. Additionally, limited consumer awareness makes it easier for brands to mislead. Comprehensive legislation and regulatory frameworks defining guidelines for green claims are the need of the hour.
What brands can do to break the cycle?
To combat this menace, brands need to step up their game and put genuine sustainability into practice.
- Transparency and Accountability: Fostering transparency and accountability is the first and most simple step to avoid greenwashing. Brands need to be clear and accurate with information about their sustainability efforts. This includes ingredient sourcing, manufacturing processes, supply chain process, and packaging materials. They must also disclose their certifications, and make them easily accessible to consumers. By being honest and open, brands can build unwavering trust.
- Setting Realistic Sustainability Goals: It’s imperative to aim as much towards sustainability as is plausible to achieve. These goals need to be specific, time-bound, and aligned with industry best practices or recognized standards. For instance, brands can commit to reducing carbon emissions by a certain percentage in a timeframe or use renewable energy in manufacturing processes.
- Independent Third-Party Verifications: It is an effective way to increase incredibility. Brands can obtain certifications from recognized certifying bodies for sustainability. These organizations assess a brand’s sustainability practices and ensure they meet the required standards.
- Product Lifecycle Assessment: Brands must conduct comprehensive product lifecycle assessments (LCAs) to evaluate the environmental impact of their products from raw material extraction to disposal. It provides insights into the carbon footprint, water usage, and waste generation. By identifying areas for improvement, brands can make informed decisions to minimize their environmental impact. And, brands can add to transparency and credibility by communicating the results to consumers.
Ultimately, brands should continually strive for innovation and improvement in their sustainability practices. Research and development to find eco-friendly alternatives to harmful ingredients, adopting circular economy principles, and reducing packaging waste. Removing the problems leading to non-eco-friendly results goes a long way.