The Truth About ‘Greenwashing’ in Packaging: What Consumers Need to Know

by zeal / Monday, 05 May 2025 / Published in biodegradable packaging, Blogs

As environmental awareness grows, many brands are making bold claims about their packaging being “eco-friendly,” “biodegradable,” or “sustainable.” However, not all of these claims are genuine. Greenwashing—misleading consumers into believing a product is more environmentally friendly than it is—has become a widespread issue in the packaging industry. Consumers and businesses must differentiate between authentic sustainability and deceptive marketing tactics. Whether sourcing from biodegradable packaging suppliers in Australia or investing in custom printed packaging, understanding the truth behind eco-friendly claims is essential.

What Is Greenwashing in Packaging?

Greenwashing occurs when brands exaggerate or falsely advertise the environmental benefits of their packaging. This can take various forms, including:

Vague Terminology: Using terms like “green,” “natural,” or “eco-friendly” without providing specific evidence or certifications.
False Biodegradability Claims: Some packaging materials claim to be biodegradable but require industrial composting facilities to break down properly. If they end up in landfills, they decompose just as slowly as conventional plastics.
Misleading Recycling Labels: Many products feature recycling symbols, but some are not widely accepted in municipal recycling programs, leading to more waste.
Partial Sustainability Efforts: A company may market its packaging as sustainable while still relying on harmful production practices or non-recyclable components.

How to Identify Genuine Sustainable Packaging

To avoid falling for greenwashing, consumers and businesses should look for verifiable sustainability markers. Here are key factors to consider:

1. Third-Party Certifications

Authentic eco-friendly packaging should have certifications from reputable organisations such as:

Australian Packaging Covenant Organisation (APCO): Ensures packaging aligns with national sustainability targets.
Forest Stewardship Council (FSC): Confirms that paper and cardboard materials come from responsibly managed forests.
Australasian Recycling Label (ARL): Guides consumers on how to recycle packaging properly.
Home Compostable Certifications (AS 5810-2010): Guarantees packaging can break down in a home composting environment.

2. Material Transparency

Brands should clearly state what their packaging is made from and whether it is recyclable, compostable, or biodegradable under real-world conditions. The more specific the information, the better.

3. End-of-Life Impact

Truly sustainable packaging considers its entire lifecycle, from production to disposal. The best options:

Use post-consumer recycled materials to minimise waste.
Are designed for circularity, meaning they can be easily recycled or composted.
Avoid mixed materials (e.g., plastic-coated paper) that make recycling difficult.

4. Brand Accountability

Companies serious about sustainability back up their claims with detailed reports on their environmental efforts. 5 food packaging box trends you need to consider can also influence how consumers perceive a brand’s commitment to eco-friendly practices. Transparency in sourcing, manufacturing, and disposal practices is key to building consumer trust.

The Role of Businesses in Fighting Greenwashing

Brands that want to reduce their environmental impact must go beyond marketing buzzwords. Here’s how businesses can take a responsible approach to packaging sustainability:

Partner with Verified Suppliers: Working with trustworthy biodegradable packaging suppliers in Australia ensures that packaging materials meet strict environmental standards.
Educate Consumers: Clearly explain how to dispose of packaging properly and what makes it sustainable.
Embrace Innovation: Invest in packaging solutions that are truly compostable, recyclable, or reusable rather than just appearing eco-friendly.
Commit to Sustainability Goals: Setting measurable packaging sustainability goals and publishing progress reports can boost credibility.

Making Smarter Packaging Choices

Consumers and businesses must stay informed to avoid falling for greenwashing tactics. We can encourage a shift toward genuine sustainability by researching packaging materials, looking for certifications, and holding brands accountable. Whether purchasing custom printed packaging or choosing a supplier for eco-friendly materials, making responsible decisions benefits both the environment and consumer trust. Authentic sustainability is more than a marketing trend—it’s the future of ethical packaging.

Frequently Asked Questions (FAQs)

1. What is greenwashing in packaging?

Greenwashing is when brands mislead consumers by exaggerating or falsely claiming that their packaging is eco-friendly, sustainable, or biodegradable. This can include vague terms like "green" without proof, misleading recycling symbols, or promoting partially sustainable efforts while still using harmful materials.

2. How can I tell if packaging is genuinely sustainable?

Look for third-party certifications such as:

Australian Packaging Covenant Organisation (APCO) – Ensures alignment with national sustainability targets.
Forest Stewardship Council (FSC) – Verifies responsibly sourced paper and cardboard.
Australasian Recycling Label (ARL) – Provides clear recycling instructions.
AS 5810-2010 Home Compostable Certification – Confirms home-compostable packaging.

Also, check if brands provide detailed transparency about their materials and disposal process.

3. Are all "biodegradable" packaging claims true?

Not always. Some packaging only biodegrades under industrial composting conditions and will not break down properly in landfills or nature. Always check if it is certified home compostable or meets industrial composting standards.

4. Why are some recycling labels misleading?

Many products have recycling symbols, but some materials aren’t accepted in standard municipal recycling programs. For example, plastic-coated paper or mixed-material packaging can be difficult to recycle. Always refer to the Australasian Recycling Label (ARL) to understand correct disposal methods.

5. How can businesses avoid greenwashing when choosing packaging?

Businesses should:

Partner with verified biodegradable packaging suppliers to ensure genuine eco-friendly materials.
Educate consumers on how to dispose of packaging properly.
Avoid misleading buzzwords and instead use specific, verifiable sustainability claims.
Publish sustainability reports outlining measurable environmental goals.