Greenwashing refers to misleading environmental claims that make a business appear more sustainable than it really is.
These practices can severely damage brand perception, reduce consumer trust, and trigger regulatory scrutiny.
Regulatory bodies including the SEC and the UK’s Competition and Markets Authority have increased scrutiny of environmental marketing claims in recent years.
What is an example of greenwashing?
An example of greenwashing is when a company promotes a product as “100% recyclable” or “environmentally friendly” despite knowing that most consumers cannot realistically recycle it. For instance, some coffee pod manufacturers claimed their pods were fully recyclable, even though many local recycling facilities could not process them. This type of misleading environmental claim can result in regulatory scrutiny, fines and reputational damage once exposed.
Why is greenwashing harmful for businesses?
Greenwashing is harmful because it damages consumer trust, weakens brand reputation and can trigger legal or regulatory action. When sustainability claims are proven to be misleading, businesses may face fines, public backlash, investor concern and organised boycotts. In an era of increased environmental awareness, inaccurate green marketing can quickly undermine long-term brand value and commercial performance.
Below are four well-known examples of greenwashing and what they mean for modern businesses.
Keurig
Greenwashing has become increasingly common over the years. Luckily, that means more people have become privy to it. Since the 90s, Keurig have been at the forefront of coffee-making products. When the market for coffee pods began to grow, it made sense for them to release their own line.
They originally stated 100% of their K-Cup pods were recyclable. The Securities and Exchange Commission (SEC) found these sustainability claims to be misleading. While Keurig never admitted to the findings, they agreed to pay a substantial fine of $1.5 million.
Keurig may have already known their pods were difficult to recycle by the time regulators fined them. This is because major recycling groups made their findings known. Keurig continued to promote the claim anyway.
This resulted in significant coverage on the product, with worries about coffee pod sustainability affecting other brands with similar products. Moving forward, competitors have also developed truly recyclable coffee pods, offering a more environmentally friendly product for coffee consumers. There was also an increase in coffee pod recycling services, helping consumers to use their products without worrying about sustainability. This led to a significant drop in Keurig Dr Pepper stock around August 2022.
If there was a silver lining to the situation, it made the general public aware of corporate greenwashing. Now more than ever, audiences are researching the products they buy, ensuring the support of environmentally-friendly businesses.
Shein
As of April 2025, shein.com was the world’s second-most-visited fashion website. Known for its affordable clothing and flash sales, Shein has become one of the world’s best-known online clothing retailers since launching in 2008.
However, in recent years, several valid concerns have been raised regarding the company’s sustainability and business practices. Between 2022 and 2023, Shein reported that its carbon dioxide emissions had nearly doubled, raising further scrutiny of the sustainability claims common within fast fashion.
They had gone from 9.17 million metric tonnes of CO2e to 16.68 million. They aim to reduce greenhouse gas emissions by 2030 but there is still a way to go.
Worldwide shipping and an international supply chain are common threads amongst fast-fashion brands, and it’s difficult for these businesses to exist without them. But is it worth it if it’s causing significant damage to the planet?
Shein’s carbon emissions and concerns surrounding labour practices led to boycott campaigns worldwide. The rapid production of their clothes consumes high amounts of fossil fuels, resulting in pollution and contributing to the disposal of clothes in landfills.
The boycotts are organised campaigns aiming to educate the general public about Shein’s ongoing contributions to climate change. It also discourages people from buying from Shein, hoping they see lower profits, and use that as an incentive to make a sustainable change.
United Utilities
In 2024, news broke that United Utilities had dumped more than 140 million litres of sewage into Lake Windermere. The news came to light while the general public already regarded water and energy companies poorly.
Campaigners described the incident as a national disgrace. Anger was rife across the UK, even reaching celebrities like Steve Coogan, who publicly supported groups like Save Windermere. United Utilities had previously shared their environmental mission with the public. This led people to label the company as “greenwashers,” positioning it in a dishonest light among consumers.
Many people, including politicians, wished for the company to go to court & face legal action for what they had done. The Manchester Ship Canal Company has done just that.
Without proper processes to effectively manage hazardous waste, companies often resort to illegal waste disposal. This then harms the local environment and can negatively impact local health.
To avoid greenwashing, businesses should:
- Audit supply chains and recycling processes.
- Publish verifiable sustainability reports.
- Work with certified waste management providers like Agecko.
Conclusion
Failing to engage with sustainability has a bigger impact now than ever. The consequences extend beyond your business’s public image to a planet facing rapid climate change and environmental harm. More companies are realising that incompetence can lead to national or global headlines that will seriously damage their reputation. A waste management plan tailored to your business is essential for functioning as a modern business.
As a business waste consultancy and brokerage, Agecko can help you hit sustainability targets whilst complying with waste legislation.
Working with Agecko can protect your business from a damaged reputation while creating a positive impact.
Don’t take risks when it comes to managing your waste. Instead, our bespoke waste management plans future-proof your business through practical sustainable waste management services measures, guiding you toward zero waste-to-landfill and a balanced carbon footprint.
Get in touch with our team today for more information.
