In today's heightened environmental consciousness, consumers actively seek products that align with their sustainability values. However, amidst the rising demand for eco-friendly alternatives, the deceptive practice of greenwashing has sadly emerged.

“Australia, like many other countries, faces the challenge of tackling greenwashing while promoting genuine sustainability efforts,” Nadia Steele from Biotuff says. “There needs to be a strong emphasis on educating the eco-conscious community to check the certification standards for compostable and biodegradable products.”

What Is Greenwashing?
Greenwashing refers to businesses misleading consumers by promoting a product or company as environmentally friendly when it is not. This can involve various tactics, from utilising deceptive marketing campaigns and presenting an illusion of sustainability to diverting attention from harmful practices or tiny environmental benefits.

“As a result, consumers with strong, sustainable values may unknowingly support businesses that contribute to environmental degradation rather than making genuinely sustainable choices,” Steele says. “The consumer needs to be more educated than ever before to ensure the products they choose fit the needs and ethics they expect.”