The Thin Green Line: Greenwashing Practices, True Sustainability, and the Role of Bioplastics

The term, coined in the 1980s by environmentalist Jay Westerveld, often involves vague buzzwords like “eco-friendly,” “natural,” or “sustainable” without measurable evidence or independent third-party verification. And, of course, the color green used in branding and packaging of goods is a must for implementing successful greenwashing techniques. Greenwashing occurs when a company promotes itself as environmentally responsible without backing it up with meaningful, measurable action. Data on corporate environmental responsibility is often presented in obscure terms, relying on deliberate statistical misrepresentations. The goal is simple – to polish a brand’s image and boost sales without the hard work of reorganizing supply chains to make use of sustainable materials, swallowing a ‘green’ premium, and actually reducing environmental impact.

Contrast this with true sustainability efforts, which prioritize measurable outcomes—like reducing carbon emissions, minimizing waste, or transitioning to renewable resources with comprehensive and transparent life cycle analyses behind them—over mere optics. Genuine sustainability is rooted in transparency, accountability, and long-term commitment, often validated by certifications from organizations like the American Society for Testing and Materials.

Examples of Greenwashing in Action

• 1. Volkswagen’s Dieselgate Scandal In 2015, Volkswagen was caught equipping diesel vehicles with software to cheat emissions tests, making them appear far cleaner than they were. Marketed as “low-emission” cars, these vehicles actually pumped out pollutants at levels up to 40 times the legal limit. The scandal exposed how far some companies will go to fake environmental responsibility, costing VW billions in fines and irreparable damage to its reputation.
     
     
  2. ExxonMobil’s Plastics Recycling Misrepresentations In September 2024, California Attorney General Rob Bonta filed a first-of-its-kind lawsuit against ExxonMobil, alleging the oil giant misled the public for decades about the effectiveness of plastics recycling. The state claims ExxonMobil, a major producer of the polymers used in single-use plastics, promoted recycling as a solution to plastic waste despite knowing since the 1970s that it was neither technically nor economically viable at scale. The most common type of recycling, mechanical recycling (recovering plastic waste by mechanical processes such as sorting, washing, drying, grinding, heating, re-granulating and compounding), has never exceeded 9%. The lawsuit accuses the company of using misleading campaigns—like touting “advanced recycling” technologies that largely turn plastic into fuel rather than new plastic—to drive consumption while contributing to a global pollution crisis. In the rare occasions where advanced recycling is in fact used for recycling plastics into feedstock for making more plastics, it is hardly a panacea. The process cannot process most mixed household waste, does not scale, and emits more greenhouse gases (GHG) than virgin plastic production. Yet, all of this information is artfully hidden from the average consumer behind the ubiquitous chasing arrows triangle symbol.
     
     
  3. Single-Use “Compostable” Packaging Many companies, from fast-food chains to coffee brands, tout single-use cups or cutlery as “compostable” or “biodegradable.” However, these items often require industrial composting facilities—unavailable to most consumers—leaving them to languish in landfills. What is more, many composting facilities reject “compostable” packaging because it often fails to fully degrade under real-world conditions, contaminating finished compost and reducing its marketability. These items also introduce non-compostable look-alikes, increasing sorting costs and operational burdens.

True Sustainability: What It Looks Like

Authentic sustainability efforts go beyond PR stunts. Take Patagonia, the outdoor apparel company, which invests in durable, repairable products, uses significant amounts of recycled materials (with detailed supply chain transparency), and donates profits to environmental causes. Or consider Interface, a carpet manufacturer that slashed its carbon footprint by rethinking production processes and adopting renewable energy, all while publicly tracking progress toward its “Mission Zero” goals. On the biomanufacturing side of things, Solugen is a great example. They use plant-based feedstocks to produce high-performance, carbon-negative chemicals, such as hydrogen peroxide and glucaric acid, with minimal emissions and waste.

These companies don’t just talk the talk—they walk it, prioritizing impact over image.