Not all Eco’s are Equal: How to Avoid Greenwashing in the Cleaning Market

With the rapid rise of green consumerism, businesses, and legislators are increasingly focused on sustainability. However, this shift has also led to a market saturated with eco claims.

While some companies within a value chain, genuinely act on their sustainability promises, others engage in greenwashing—misleadingly positioning their products as eco-friendly to stay relevant. Greenwashing  undermines the environmental movement and risks damaging businesses' trust, reputation, and bottom line if they fall victim to it.

For the cleaning industry, which traditionally hasn’t been seen as eco-friendly, it's crucial to ensure that eco-purchasing decisions are genuine.