If you don’t move forward with a plan to increase your business’s sustainability, what’s the worst that can happen?
It’s common for businesses to let their laissez-faire attitude towards recycling and environmentalism fail them. Sometimes, companies will even face boycotts and legal proceedings, irreparably damaging their eco-friendly brand
Here are 4 examples of greenwashing can negatively affect your brand.
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 their carbon dioxide emissions had nearly doubled.
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.
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 sustainability measures, guiding you toward zero waste-to-landfill and a balanced carbon footprint.
Get in touch with our team today for more information.
