Greenwashing—when companies make themselves look more eco-friendly than they really are—is becoming a serious problem as the world tries to tackle climate change. A new study helps people understand when a company is being honest about going green and when it’s just using “green” talk to distract or mislead.
The study, published in Ecology and Society and available online here, tested and improved a tool called the ‘Greenwashing Assessment Framework’. This tool helps people—from everyday consumers to journalists and policymakers—judge whether environmental claims made by companies or groups are trustworthy.
Melissa Aronczyk, RCEI Affiliate, is a co-author of this study. The research team looked at real-world examples, such as ads claiming “carbon neutral flights” or “eco-friendly seafood,” to see how well the original framework worked. They found it useful but also realized it needed to be easier to use and better at catching newer forms of greenwashing.
So, they made updates. The revised tool now includes clearer questions, real examples, and even an interactive version online. It helps spot problems like vague claims, missing information, or the use of nature-themed images that give the wrong impression. Visit here to access and try out the online tool yourself.
This matters for climate action because greenwashing can slow down real progress. If people believe companies are doing enough—when they’re not—they may stop pushing for real solutions. By making it easier to see through false green claims, the new framework helps keep companies accountable and supports honest climate communication.
This article was written with assistance from AI, was reviewed and edited by Oliver Stringham, and was reviewed by Melissa Aronczyk, a co-author on the study.
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