Recently, everywhere you look – online or in the supermarket – the majority of products are promoted as eco-friendly, organic, natural, planet friendly, green or sustainable. And since we, as consumers, are starting to acknowledge that our everyday purchases impact the planet, we like to make the ‘easy swap’ to a product that seems to be less harmful to the environment. But can saving the planet really be as easy as spending an extra 20p on a “green” product? Or is this price premium perhaps, yet another marketing trick brands use to ensure you stay loyal to them? Can you realistically establish if a product is green or not without digging deeper and looking at its lifecycle assessment?
Finding truly sustainable solutions requires a little more effort. Consumers are now learning to educate themselves on what sustainability really is, and how it’s measured to navigate the sea of green-washing to enable them to buy products that are designed to have less environmental impact from the start.