What Is Greenwashing?

Greenwashing is when a company or organisation spends more time and money marketing themselves as “sustainable” than actually reducing their environmental impact. It’s a deceptive tactic used to win over consumers who genuinely want to support businesses doing better for the planet.

The problem is it clogs up the fight against real issues like climate change, ocean plastic, air pollution and species extinction by creating noise instead of action.

The term “greenwashing” was coined by environmentalist Jay Westerveld in 1986. He called out the irony of hotels asking guests to reuse towels to “save the planet,” while waste was happening everywhere else behind the scenes. It wasn’t about sustainability. It was about cutting costs dressed up as eco-friendly.

Why Do Companies Engage in Greenwashing?

Simple. Being seen as ethical sells.

Research from McKinsey shows Gen Z are more likely to spend with brands they believe are ethical. Nielsen found 66% of consumers will pay more for sustainable products, rising to 73% for millennials.

So yes, there is serious money in looking like you care.

Want proof? Check out 10 companies caught red-handed greenwashing here.

Now here’s the part that really gets us fired up.

What really F#$Ks us off about big brands, here in Australia and beyond, is the time, money, and energy poured into greenwashing. Entire marketing departments are built on spin, distraction and making you feel better about buying more.

Meanwhile, small brands like us, and legends like Seagrass Designs, Smiton Merino, Uimi Australia, Tighology and Wuggs (just to name a few of my favourites!), are out here slogging it, keeping it real, and 200% dedicated to improving every single day.

We live and breathe sustainability. That means reducing waste, rethinking design, and improving manufacturing to cut water use, chemicals and landfill. Less impact every step of the way. And yet words like “eco” and “sustainable” get thrown around like confetti at an 80s wedding. Used to sell you things you probably don’t need. Plastic wrapped in good intentions. Not here.

We are not going to tell you to “buy nothing new” because that is not always realistic. But we will say this...

Buy less. Buy well. Choose natural fibres.

So when we say greenwashing F#$K us off, we mean it. No regrets.

Let’s make 2026 the year we stop buying into it.

#buylessbuywell #naturalfibres #fuckgreenwash #noplastic2026