What is greenwashing in merchandising and how to avoid it

Greenwashing: the problem nobody wants to see

According to an analysis by the European Commission, a large share of environmental claims on EU products are vague, exaggerated or cannot be substantiated. In the world of promotional merchandising, the problem is even worse.

Products labelled as «eco», «sustainable» or «green» without any certification to back them up. Bamboo treated with toxic chemicals. «Biodegradable» plastic that only decomposes under industrial conditions. «Natural» cotton grown with pesticides.

5 signs of greenwashing in merchandising

1. No visible certifications: If a product claims to be eco but doesn’t have GOTS, GRS, FSC or OEKO-TEX, be sceptical.
2. Vague terms: «Environment-friendly», «natural», «green» mean nothing without data.
3. No traceability: Where does the material come from? Who manufactured it? If they can’t answer you, that’s a bad sign.
4. Suspiciously low price: An «organic cotton» bag at 0,10€ is not organic.
5. Packaging greener than the product: Pretty packaging with green leaves doesn’t make the product sustainable.

The European Green Claims Directive

From 2026 onwards, the EU will prohibit generic environmental claims without verifiable evidence. This directly affects corporate merchandising: your company will be responsible for what you claim about the products you give away.

How to choose genuinely sustainable merchandising

• Demand verifiable certifications (GOTS, GRS, FSC, OEKO-TEX)
• Ask about the complete supply chain
• Compare realistic prices — good doesn’t come cheap, but it shouldn’t be extortionate either
• Work with specialised distributors who filter for you

How to communicate your sustainability without falling into greenwashing

Just as important as choosing the right product is how you talk about it. Three simple principles keep you on the right side:

• Be specific: say «GOTS-certified organic cotton bag», not «eco bag». Concrete is credible; vague is suspicious.
• Back it up with data: mention the certification and, if you can, the percentage of recycled or organic material.
• Don’t exaggerate: a sustainable product doesn’t make your company «carbon neutral». Communicate the gesture in the right measure.

Honesty doesn’t weaken your message: it strengthens it. And from 2026 onwards, it’s what the law requires, too.

At Greenly, every product page in our catalogue states the real material, and we only show a certification when the manufacturer documents it. Anything without eco certification is marked as such. It’s that simple. Contact us if you have any questions about any product.