Reflections on the Blue Patch workshop
This blog is about greenwashing — branding, storytelling, and the fine line between corporate sincerity and marketing tactics, that sell us a cleaner conscience. Businesses striving for sustainability can unintentionally fall into performative environmentalism, leading consumers to believe that soft-focus deer and lush forests in an advert, equate to genuine eco-consciousness.
A group of Blue Patch business members gathered on Zoom for the monthly drop-in workshop (sponsored by the Naturesave Trust’s Making Business Greener Campaign ), to explore this issue through the lens of the newly-launched fictional fashion brand, ‘Nature Girl.’ An idealistic name, wrapped in fairy-tale Bambiesque aesthetics, selling an eco-conscious fashion dream.
The task? Dissect the dream and uncover the reality.
Making the problem worse to make it better
The workshop’s first challenge was to make Nature Girl the worst possible version of itself.
Fully committed, our group got busy on greenwashing, misleading, or exploitative claims.
The result? A dystopian brand touting empty buzzwords, claiming ‘natural’ fashion without evidence, and using emotional imagery to draw one in, and hide a fast-fashion production cycle. One group even joked that the only thing missing was a unicorn (unicorn now added to image!). Another noted, that the brand could partner with a not-to-be-named fossil fuel giant’s ‘green initiative,’ masking harmful practices behind corporate sponsorship, and displaying their green coloured logo.
A prime example was Nature Girl’s tagline: ‘Nature Girl – fashion for a green world.’ On the surface it promised sustainability, but by inviting you to add ‘Code PONY for a 50% discount on your second purchase’ the brand exposed
the contradiction and a push to consume more, not less.
Then came the question of inclusion. What does it mean when a ‘sustainable’ brand still promotes a narrow, exclusive idea of beauty, or simply girlhood? Sustainability isn’t just about materials and emissions but also about people. Ethical branding must be inclusive, diverse, and accountable.
Flipping the script — Can Nature Girl be redeemed?
With the worst-case scenario mapped out, the next task was to redeem Nature Girl. What if the company had a genuine change of heart, or understanding of sustainability principles? Could it live up to its ‘Fashion for a Green World’ tagline?
Many ideas emerged, such as supply chain transparency with blockchain tracking, moving from a disposable culture to a circular economy, offering repair services, take-back schemes and clothing designed for longevity.
The marketing needed an overhaul — real people, diverse representation, and data-driven impact, over sentimental advertising with doe-eyed animals. One group focused on replacing the discount code ‘PONY’ with messaging about real conservation efforts. Others tackled material choices — switching to regenerative textiles and UK produced materials.
Supply chain traceability
A discussion point raised full supply chain transparency — would adding supply chain and materials information as QR codes to clothing labels, allow consumers to trace the origins of their clothes?
Another idea was dropping ‘girl’ from the brand name to avoid ageist and exclusionary connotations, replacing it with a broader, more inclusive identity. Partnering with ethical charities or Community Interest Organisations (CIOs) was another strong recommendation to add credibility.
Why this matters
The workshop highlighted how even well-intentioned businesses can fall into greenwashing traps.
The pressure to simplify messaging, compete in a fast-paced market, and make sustainability seem effortless, makes it easy to overstate claims. The challenge is resisting the urge to present sustainability as a flawless, finished achievement, and instead see it as ongoing work-in-progress.
Sustainability isn’t just environmental — it’s social too. Many brands exclude entire demographics from their vision of ‘sustainable living.’ Without intersectionality, even the best green initiatives can feel disconnected.
What’s next?
For those who attended, the next step is seeing how some of these insights then could apply to their own businesses, such as ensuring integrity, and accountability — being transparent on the areas that are tricky to navigate. For others, it’s about staying alert as consumers, recognising the tactics that brands may use to shape perceptions, and pushing for authentic, core-
value driven narratives in an industry that often promotes illusion over reality.
Next month
Water — a Thirsty Business
Our monthly drop-in workshops take place on the third Friday of every month at 11am where we meet to tackle sustainability challenges that impact businesses and communities.
Next month, Friday 21st March, in honour of World Water Day, we’re diving (metaphorically) into the critical issue of water use in business. Using the same reverse brainstorming approach, we’ll explore water mismanagement at its worst before flipping the challenge to find real, actionable strategies for conservation and sustainable practice.
Whether you’re a business owner, sustainability professional, or just passionate about making a difference, this session will help you rethink your relationship with water and give you some fresh ideas.
Alice C Doyle, Chartered Environmentalist and Workshop Lead.
Alice’s Guide to Greenwashing
Understanding Greenwashing
Greenwashing is the practice of misleading consumers into believing a company, product, or service is more environmentally friendly than it actually is. Businesses striving for sustainability can unintentionally fall into performative environmentalism, if they are not careful.
The Green Claims Code: Combating Greenwashing
The Green Claims Code, issued by the UK’s Competition and Markets Authority (CMA), provides guidance to ensure environmental claims are accurate, clear, and not misleading. It aims to combat greenwashing and protect consumers by requiring businesses to substantiate sustainability claims with evidence.
Under the code, claims must:
- Be truthful and accurate
- Not omit critical information
- Reflect the full lifecycle impact of products or services
- Clarify vague terms like “eco-friendly”
- Non-compliance can result in investigations or penalties, encouraging transparency and accountability in marketing. The code helps consumers make informed, sustainable choices and promotes fair competition.
Glossary of Greenwashing Terms
Here’s a glossary of common greenwashing terms to help businesses and consumers spot misleading claims:
- Greenhushing– When companies deliberately understate or avoid publicizing their sustainability efforts to evade scrutiny or criticism. Example: A fashion brand uses sustainable materials but avoids promoting this initiative for fear of being accused of not doing enough.
- Greenlighting– Highlighting one sustainable practice to distract from overall unsustainable operations. Example: A fast-food chain promotes their switch to paper straws while their packaging and sourcing remain harmful.
- Greenscamming– Using fraudulent or baseless environmental claims to gain consumer trust.
Example: A beauty company markets a product as “eco-friendly” without certification or proof. - Greenrinsing– Changing or softening sustainability claims over time without making real improvements. Example: A beverage company first claims its bottles are “100% recyclable,” then changes it to “partially recyclable.”
- Greenbouncing– Frequently revising sustainability goals without clear progress. Example: A retailer sets a carbon neutrality target by 2030 but keeps shifting deadlines without measurable action.
- Greenshifting– Blaming consumers for environmental problems instead of addressing the company’s own unsustainable practices. Example: An energy company blames high emissions on consumers while expanding fossil fuel investments.
- Greenlabelling– Misusing eco-labels or symbols to make products appear more sustainable than they are. Example: A food brand uses a self-created “eco-friendly” logo that lacks official certification.
- Bluewashing– Claiming alignment with ethical causes, like the UN SDGs, without real commitment to environmental or social improvements. Example: A multinational company claims to support sustainability goals but engages in exploitative labor practices.
- Carbonwashing– Focusing on carbon offsetting or neutrality claims while avoiding real emissions reductions. Example: An airline promotes “carbon-neutral flights” but doesn’t reduce operational emissions.
- Impact Washing– Exaggerating or misrepresenting a company’s social or environmental impact. Example: A tech company donates to environmental causes but contributes significantly to e-waste.
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