How to Tell If a Brand Is Truly Sustainable (And Not Just Greenwashing)

How to Tell If a Brand Is Truly Sustainable (And Not Just Greenwashing)

Sustainability is more than just a buzzword—it’s a necessity. As consumers become more eco-conscious, brands race to market themselves as "green" and "ethical." But how do you know if a company is genuinely sustainable or just greenwashing?

The truth is, not all brands that claim to be sustainable are. Many use misleading terms and vague promises to appear eco-friendly without real action. So, how can you separate truly ethical brands from those just jumping on the trend? This guide will help you spot the difference.

Key Summary

  • Look for transparency – Ethical brands share details about sourcing, production, and sustainability efforts.

  • Check for ethical sourcing & materials – Prioritise non-toxic, cruelty-free, and responsibly sourced ingredients.

  • Assess packaging – Sustainable brands use plastic-free, biodegradable, or refillable packaging.

  • Examine social & environmental impact – Truly sustainable brands give back and support ethical labour practices.

  • Seek third-party recognition – Certifications and customer reviews can confirm a brand’s commitment to sustainability.

5 Ways to Tell If a Brand Is Actually Sustainable

1. Transparency & Certifications

A genuinely sustainable brand is open about its supply chain, materials, and environmental impact. It will:
✅ Clearly state where and how products are made.
✅ Share sustainability reports or impact assessments.
✅ Have recognised certifications like B Corp, Fair Trade, or Leaping Bunny (cruelty-free).

🚩 Red flag: If a brand makes vague claims like “eco-friendly” or “natural” without providing details, they might be greenwashing.

2. Ethical Sourcing & Materials

A sustainable brand ensures that ingredients and materials are responsibly sourced, cruelty-free, and non-toxic. Look for:
✅ Vegan, cruelty-free, and organic certifications.
✅ Ethical ingredient sourcing (e.g., palm oil-free, fair trade).
✅ Low-impact materials like bamboo, hemp, or upcycled fabrics.

🚩 Red flag: A brand that uses animal-derived ingredients (like carmine or beeswax) but still claims to be "ethical" may not be fully sustainable.

3. Minimal & Sustainable Packaging

Packaging plays a huge role in sustainability. A truly eco-conscious brand will:
✅ Use biodegradable, compostable, or recyclable materials.
✅ Offer refillable or reusable packaging.
✅ Avoid excessive plastic and unnecessary wrapping.

🚩 Red flag: If a "sustainable" product is wrapped in layers of plastic, that’s a major contradiction.

4. Social & Environmental Impact

Sustainability isn’t just about products—it’s also about people and the planet. Ethical brands:
✅ Support fair wages and safe working conditions.
✅ Give back to communities through charitable initiatives.
✅ Work towards reducing carbon emissions and water waste.

🚩 Red flag: If a brand doesn’t disclose where its products are made or how workers are treated, it’s worth questioning their ethics.

5. Third-Party Recognition & Reviews

Sometimes, the best way to gauge a brand’s authenticity is to see what others say. Look for:
✅ Certifications from sustainability organisations.
✅ Reviews from ethical shopping platforms (e.g., Good On You).
✅ Customer feedback that aligns with the brand’s eco-friendly claims.

🚩 Red flag: If most customer reviews mention misleading claims, poor quality, or unsustainable practices, that’s a warning sign.

 

Spotlight on 5 Sustainable Brands Doing It Right

Here are five brands that genuinely walk the talk when it comes to sustainability:

🌿 Papaya Reusables

Why it’s sustainable:

  • Creates reusable paper towels made from plant-based materials.

  • Fully compostable and biodegradable.

  • Helps reduce single-use waste in the kitchen.

💄 Noto Botanics

Why it’s sustainable:

  • Multi-use, gender-inclusive beauty products.

  • Clean, natural ingredients with no harmful chemicals.

  • Committed to giving back to LGBTQ+ and social justice initiatives.

✨ Dew Mighty

Why it’s sustainable:

  • Waterless, plastic-free skincare that eliminates waste.

  • Solid, multi-purpose formulas in reusable containers.

  • No synthetic fillers or unnecessary ingredients.

💋 Axiology

Why it’s sustainable:

  • 100% vegan and cruelty-free lipsticks.

  • Uses minimal, natural ingredients.

  • Plastic-free packaging made from recycled materials.

👜 Veganologie

Why it’s sustainable:

  • Fashion and accessories brand using recycled materials.

  • Certified 100% vegan and cruelty-free.

  • Focuses on long-lasting, high-quality designs to reduce waste.

FAQs on Sustainable Shopping

Q: What is greenwashing?

Greenwashing is when a company falsely markets itself as sustainable without making genuine environmental efforts.

Q: What are the best certifications to look for?

Look for Fair Trade, B Corp, Leaping Bunny (cruelty-free), and Climate Neutral certifications.

Q: How can I verify if a brand is truly ethical?

Check for transparency, third-party certifications, and honest customer reviews.

Conclusion

Being a conscious shopper means looking beyond marketing claims and doing a little research. You can make more informed choices by focusing on transparency, ethical sourcing, sustainable packaging, and real impact.

Brands like Papaya Reusables, Noto Botanics, Dew Mighty, Axiology, and Veganologie prove that sustainability isn’t just possible—it’s the future of ethical shopping.

So, next time you’re buying a product, ask yourself: Is this brand truly sustainable, or just using the word as a marketing tool? 🌿

This guide is written by The V Spot, a hub for sustainable, ethical, and vegan shopping in Australia. Explore our curated selection of eco-friendly brands at thevspot.com.au.

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