Understanding Greenwashing and Chemical Safety

By: Mimi Martinez 

Greenwashing can generate excitement around the cause of sustainability rather than focusing on the effectiveness of implementation. Often subtle and discrete, greenwashing misleads the public into believing that an organization is doing more to protect the environment than it actually is. 

Chemical safety is one of the main sectors in which greenwashing can be common. The complexity and occasional absence of clear standards in chemical safety only compound the issue. Many products make bold claims about their chemical content that are either unsupported by scientific evidence or not sufficiently regulated. For example, products like cleaning agents, cosmetics, or children's toys commonly use a "non-toxic" label. This term is not standardized, which can influence consumers to believe that the product is entirely safe[i]. However, the reality is that it may still contain chemicals that pose health risks under certain conditions or amounts.

Similarly, the terms “clean,” "natural," and "organic" are frequently used in the cosmetics industry to suggest that products are free from harmful chemicals. Unfortunately, these terms are not tightly regulated, and naturally derived ingredients can still be harmful or irritating[ii]. A product marketed as "phthalate-free" can mislead consumers into thinking that it is completely safe, even though the phthalates may have been replaced with other chemicals that are equally, if not more, hazardous[iii]. Even "eco-friendly" packaging can be misleading, as companies may promote it as biodegradable or recyclable, while failing to disclose the harmful chemicals used in the packaging materials, such as inks, dyes, or coatings[iv].

Labels like "hypoallergenic" or "dermatologist-tested" are often seen as assurances of safety, especially for those with sensitive skin. However, these terms lack official definitions and may not be backed by comprehensive clinical testing. Products that claim to be “chemical-free” are particularly misleading, as everything is made up of chemicals. A "chemical-free" label can create a false sense of security, making consumers believe the product is natural or harmless when it could still contain synthetic substances that are not properly regulated or tested for safety[v]. Similarly, claims of being "natural" or containing "botanical extracts" can be deceptive. Just because an ingredient is natural does not mean it is safe; some natural ingredients are potent allergens or irritants, and processing methods may strip away their safety benefits[vi].

Given the prevalence of misleading labels, consumers can take several steps to identify how “green” products may actually be. Looking for verified certifications that offer clearer insights into a product's safety and sustainability can provide more reliable and trustworthy information about a product’s environmental and ethical credentials. In certain regions hazardous advisory labels can help consumers make more informed decisions by comparing substitute goods for the severity and amount of hazards associated with a product. Additionally, algorithm-based apps can allow users to scan products and assess the safety of ingredients by highlighting harmful chemicals, irritants, carcinogens, or other hazardous components.

In the complex world of chemical safety, green chemistry can play a critical role in preventing greenwashing, using the 12 green chemistry principles to identify the true “greenness” of chemicals:

1. Prevention: It’s better to prevent waste than to treat or clean up waste after it’s created.

2. Atom Economy: Synthetic methods should maximize the incorporation of all materials into the final product.

3. Less Hazardous Chemical Syntheses: Design methods should minimize toxicity to human health and the environment.

4. Designing Safer Chemicals: Chemical products should be designed to minimize toxicity while achieving their intended function.

5. Safer Solvents and Auxiliaries: Minimize or eliminate auxiliary substances such as solvents, which can be harmful.

6. Design for Energy Efficiency: Minimize energy use in chemical processes, ideally at ambient temperatures and pressures.

7. Use of Renewable Feedstocks: Use renewable resources as feedstocks rather than depleting natural resources.

8. Reduce Derivatives: Avoid unnecessary derivatization steps that generate waste and require additional reagents.

9. Catalysis: Catalytic reagents are superior to stoichiometric reagents, reducing waste and energy consumption.

10. Design for Degradation: Products should be designed to break down into innocuous substances at the end of their lifecycle.

11. Real-time Analysis for Pollution Prevention: Develop methods to monitor and control pollution in real-time, before harmful substances are created.

12. Inherently Safer Chemistry for Accident Prevention: Choose substances and processes that minimize the potential for accidents such as explosions or chemical releases[vii].

By embracing these principles, both consumers and companies can work toward more sustainable, transparent practices, minimizing the potential for greenwashing and ensuring that products are genuinely safe and environmentally friendly.