Greenwashing in Cleaning Products: What to Watch For

In today's environmentally conscious market, the demand for sustainable cleaning products continues to grow. However, not all "green" claims are created equal. Greenwashing—the practice of making misleading environmental claims—has become prevalent in the cleaning industry, making it challenging for facility managers and procurement professionals to identify truly eco-friendly options.

This guide will help you navigate the complex world of green cleaning claims, identify red flags, and make informed decisions that genuinely support your sustainability objectives.

What is Greenwashing in the Cleaning Industry?

Greenwashing occurs when companies mislead consumers about the environmental benefits of their products or exaggerate their sustainability practices. In the cleaning industry, this deceptive marketing can take many forms:

• Vague claims like "eco-friendly" or "natural" without substantiation
• Using green imagery and packaging to create a false impression
• Highlighting minor environmental benefits while ignoring significant negative impacts
• Making claims that cannot be verified or proven

As the UN Environment Programme notes, greenwashing not only misleads consumers but also creates an uneven playing field for companies genuinely investing in sustainable practices, ultimately slowing environmental progress.

The Real Impact of Greenwashing

Environmental Consequences

When businesses purchase cleaning products based on false green claims, they may inadvertently contribute to environmental harm through:

• Continued use of harmful chemicals that damage ecosystems
• Support of manufacturing processes that consume excessive resources
• Generation of waste from products that aren't actually biodegradable as claimed

Business Reputation and ESG Goals

For organisations committed to sustainability, falling victim to greenwashing can:

• Undermine credibility with stakeholders
• Compromise genuine ESG reporting
• Create liability risks when environmental claims are scrutinised
• Waste resources on ineffective sustainability initiatives

According to a 2021 study by the European Commission, 42% of green claims examined were potentially false or deceptive. This highlights the scale of the problem and the importance of due diligence when selecting cleaning products.

Red Flags: How to Spot Greenwashing in Cleaning Products

1. Vague or Ambiguous Language

Be wary of broad, undefined terms like "eco," "green," "natural," or "environmentally friendly" without specific explanations of what makes the product sustainable. These terms have no standardised definitions and can be used liberally without accountability.

Example: A product labelled "eco-friendly formula" without explaining which specific ingredients or manufacturing processes make it environmentally beneficial.

2. Lack of Third-Party Certification

Legitimate eco-friendlier products typically carry certifications from recognised organisations that verify environmental claims through rigorous testing and standards.

What to look for instead: Products certified by reputable organisations such as GECA (Good Environmental Choice Australia) or Global GreenTag, which evaluate products based on their entire lifecycle impact.

3. Selective Disclosure

Companies that highlight one environmentally friendly aspect while ignoring more significant environmental impacts.

Example: A product that advertises "no phosphates" (which have been banned in many cleaning products anyway) but contains other harmful chemicals like chlorine bleach or synthetic fragrances.

4. Irrelevant Claims

Environmental claims that may be technically true but are irrelevant or insignificant in the context of the product's overall impact.

Example: Products labelled "CFC-free" when CFCs (chlorofluorocarbons) have been banned for decades.

How to Identify More Sustainable Cleaning Products

Look for Credible Certifications

Third-party certifications provide independent verification of environmental claims. In Australia, look for:

• GECA (Good Environmental Choice Australia): Evaluates products based on their environmental, health, and social impacts throughout their lifecycle.
• Global GreenTag: Provides product health ratings and lifecycle assessments.

These certifications ensure products meet stringent environmental standards and provide transparency about their ingredients and manufacturing processes. Learn more about the importance of these certifications in our article on Combatting Greenwashing with Sustainability Certifications.

Understand Ingredient Lists

More sustainable cleaning products will:

• Clearly list all ingredients
• Avoid known harmful chemicals like chlorine bleach, ammonia, and phthalates
• Use plant-derived ingredients from renewable sources
• Be biodegradable and minimise aquatic toxicity

For a deeper understanding of sustainable ingredients, read our guide on What Are Plant-Based Surfactants?

Evaluate Company Transparency

Companies committed to genuine sustainability will:

• Provide detailed information about their sourcing, manufacturing, and disposal practices
• Set measurable sustainability goals and report progress
• Be transparent about both achievements and challenges
• Demonstrate a holistic approach to sustainability beyond individual products

Benefits of Choosing Genuinely Eco-Friendlier Cleaning Solutions

Environmental Benefits

• Reduced pollution of waterways and ecosystems
• Lower carbon footprint
• Decreased use of non-renewable resources
• Minimised waste through biodegradable formulations and sustainable packaging

Health and Safety Advantages

• Improved indoor air quality
• Reduced exposure to harsh chemicals for cleaning staff
• Decreased risk of skin irritation and respiratory issues
• Safer workplaces for employees and visitors

ESG Alignment

• Measurable contributions to environmental goals
• Ability to report genuine sustainability progress
• Alignment with broader corporate social responsibility initiatives
• Enhanced reputation with stakeholders

Organisations that prioritise genuine sustainability in their cleaning practices can experience significant benefits, as outlined in our article on Why Organisations That Prioritise ESG Can Be More Successful.

Practical Tips for Avoiding Greenwashed Products

Ask the Right Questions

When evaluating cleaning products, ask suppliers:

1. What specific environmental benefits does this product offer?
2. What third-party certifications verify these claims?
3. Can you provide a complete active ingredient list?
4. How does the product's entire lifecycle (from raw material sourcing to disposal) impact the environment?
5. What metrics do you use to measure the product's environmental performance?

Research the Company

Look beyond individual products to evaluate the company's overall commitment to sustainability:

• Review sustainability reports and corporate social responsibility initiatives
• Check if they have set science-based targets for environmental improvements
• Investigate their supply chain practices and transparency
• Look for evidence of continuous improvement in their environmental performance

Consider the Full Lifecycle Impact

A truly sustainable cleaning product addresses environmental concerns at every stage:

• Raw Materials: Sourced responsibly from renewable resources
• Manufacturing: Produced using energy-efficient processes with minimal waste
• Packaging: Uses recycled or recyclable materials, minimises plastic
• Usage: Effective at recommended concentrations, requiring less product
• Disposal: Biodegradable, with minimal impact on aquatic ecosystems

For practical steps to improve your organisation's sustainability, including waste management and product selection, read our guide on 3 Practical ESG Actions to Improve Sustainability.

Innovative Alternatives to Conventional Cleaning Products

The cleaning industry has seen significant advancements in genuinely sustainable technologies. One of the most promising developments is microbial-based cleaning technology, which harnesses beneficial microorganisms to break down dirt and contaminants at a microscopic level.

These products continue to work long after application, providing deeper cleaning while reducing the need for harsh chemicals. Learn more about this innovative approach in our article on The Future of Cleaning: Microbial-Based Technology.

Moving Beyond Greenwashing to Genuine Sustainability

The shift toward truly sustainable cleaning isn't just about avoiding greenwashed products—it's about embracing solutions that deliver real environmental benefits while meeting performance needs.

At Enviroplus, we're committed to transparency and more sustainability. Our products are formulated with plant-based ingredients and innovative biotechnology, backed by rigorous third-party certifications. We believe that effective cleaning shouldn't come at the expense of environmental responsibility.

By choosing certified, transparent, and more eco-friendly cleaning products, your organisation can make meaningful progress toward sustainability goals while maintaining the highest standards of cleanliness and hygiene.

Ready to make a clean change? Explore Enviroplus's range of certified eco-friendlier cleaning products that deliver genuine environmental benefits without compromising on performance.