How to check green claims

Ask exactly what a claim applies to

A laundry detergent bottle says it’s “kind to the planet.” Nearby, the manufacturer states that the bottle contains recycled plastic. The second claim is more specific, but it still refers to the packaging. On its own, it doesn’t prove anything about the detergent, the amount needed per wash, or the product’s overall impact. Your conclusion should be no broader than the evidence.

When comparing products, ask: What is better, compared with what, for which part of the product, and who verified it? Look for available criteria, specific information, and independent verification if the seller refers to it. If there’s no explanation, treat the claim as unverified. You don’t have to immediately declare the entire product bad, but don’t let green design make up for a lack of evidence.

One example of a defined scheme is the EU Ecolabel. The European Commission describes criteria for specific product groups, a life-cycle perspective, and independent verification. This provides evidence that the relevant criteria are met; it doesn’t prove the product has zero impact or that every activity of the entire brand has been assessed. Not every type of product has such a scheme, and the absence of a label doesn’t prove poor quality.

Match the level of checking to the importance of the decision. For an ordinary, repeat purchase, you could check suitable options once and review them occasionally. A new, more expensive product may warrant a closer comparison. The goal is to make a better-informed choice, not to search endlessly for the perfect product.