In the face of the climate emergency, consumption habits are changing. More and more consumers are looking to reduce their environmental impact and are choosing products presented as more responsible. In response to this growing demand, brands are increasingly using environmental arguments in their marketing campaigns: green packaging, carbon neutrality promises, "natural" products, and sustainability claims.
But can we trust all these claims? Not always. Green has become a powerful sales tool, and some companies do not hesitate to embellish their environmental image without their practices truly living up to it. This strategy, known as greenwashing, involves highlighting environmental commitments that are sometimes vague, exaggerated, or insufficiently justified.
In this context, it is essential to adopt a critical eye when faced with "green" promises displayed on packaging or in advertising. Before buying, it is better to know how to decipher certain marketing arguments to distinguish genuinely committed approaches from mere communication operations. Here are seven environmental messages frequently used by brands and the questions to ask yourself to evaluate them.
To go further and learn how to identify truly committed players, also discover our guide dedicated to the criteria of an eco-responsible marketplace: how to choose it properly?" href="https://meanwhile.boutique/blogs/news/marketplace-eco-responsable">, which will help you identify platforms that select their products according to rigorous environmental and ethical requirements.
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"100% natural product": an often misleading argument
Why does this claim appeal?
More and more consumers are looking for products perceived as healthier and more environmentally friendly. Claims such as "100% natural", "of natural origin", or "with natural ingredients" perfectly meet this expectation. Associated with green packaging, botanical illustrations, or natural landscapes, they inspire confidence and give the impression of an eco-friendly product.
However, this perception often relies more on marketing than on concrete guarantees. The term "natural" spontaneously evokes more responsible production, while it does not necessarily provide information about the product's actual environmental impact.
What to check
Before being convinced by this promise, it is important to look beyond the slogan. A product may contain ingredients of natural origin while having been manufactured using polluting processes or transported over long distances. Similarly, some brands highlight a specific natural ingredient to enhance the entire product, even though it is only present in a small quantity
It is therefore recommended to check:
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the complete composition of the product
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the origin of the raw materials
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the manufacturing conditions
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the possible presence of independent and recognized labels.
These elements generally provide much more reliable information than the simple marketing claims displayed on the packaging.
Key takeaways
The "100% natural" argument is appealing, but it does not constitute proof of environmental commitment on its own. A natural product is not necessarily eco-friendly, sustainable, or responsible. To make an informed choice, it is better to rely on verifiable information and recognized certifications rather than an attractive slogan.
A transparent approach to 100% natural: the example of Kadalys
Among the brands that take this approach further, Kadalys relies on an entirely natural-origin composition. Its banana lip balm combines vegetable oils, jojoba and mimosa waxes, as well as its exclusive banana bio-active, for a formula claiming 100% total ingredients of natural origin.
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"Carbon neutral": understanding what lies behind the claim
What does carbon neutrality really mean?
The term "carbon neutral" is increasingly used by companies to highlight their environmental commitments. In theory, carbon neutrality corresponds to a balance between the greenhouse gas emissions produced and those removed from the atmosphere or offset. To achieve this goal, a company must first measure its carbon footprint, then implement concrete actions to reduce its emissions at the source before offsetting the residual emissions that cannot be eliminated.
This approach can concern many aspects of the activity: energy consumption, transport, raw material sourcing, or product manufacturing. When carried out seriously, the pursuit of carbon neutrality is part of a global strategy to reduce environmental impact.
The limits of the concept
While carbon neutrality is a relevant goal, its use in marketing can sometimes be confusing. Some companies mainly highlight carbon offset mechanisms, such as funding reforestation or renewable energy projects, without clearly communicating about the efforts made to reduce their own emissions.
However, offsetting does not replace reduction. Experts generally consider that priority should be given to the actual reduction of emissions before resorting to offsetting solutions. When a brand presents itself as "carbon neutral", it is therefore important to check whether this claim is based on a genuine decarbonization strategy or essentially on the purchase of carbon credits.
Key takeaways
The "carbon neutral" argument is not necessarily misleading, but it deserves careful analysis. A truly committed company does not just offset its emissions: it implements concrete actions to reduce them sustainably. Before trusting this promise, it is useful to look for transparent information about the goals, results, and means used to achieve this carbon neutrality.
When short supply chains become a decarbonization lever: Gammes at Meanwhile Boutique
Rather than offsetting its emissions, Gammes relies on local manufacturing in Montpellier and on the upcycling of existing materials. By reducing the distances traveled and giving a second life to recycled tarpaulins and textiles, the brand limits its carbon footprint from the design of its products.
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"Eco-designed": an interesting but sometimes vague term
What eco-design is
Eco-design consists of taking into account the environmental impact of a product from its design phase and throughout its life cycle. Unlike a product simply presented as "eco-friendly", an eco-designed product is based on a more global approach that aims to reduce its environmental footprint at different stages: choice of raw materials, manufacturing, transport, use, and end of life.
The goal is to optimize the entire life cycle of the product in order to limit resource consumption, greenhouse gas emissions, and waste production. On paper, it is therefore a particularly interesting approach to promote more responsible consumption.
The elements to check
While the term "eco-designed" is relevant, it is sometimes still used without concrete explanations. To assess the reality of this approach, it is important to look at the evidence provided by the brand. Does the product use recycled or renewable materials? Was it designed to last longer, be easily repaired, or be recycled at the end of its life? Does the company communicate about the environmental improvements achieved thanks to this eco-design?
The more precise and measurable the information provided is, the more credible the commitment. Conversely, a simple mention of "eco-designed" without details on the actions implemented should invite caution.
Key takeaways
Eco-design is an approach that can truly contribute to reducing the environmental impact of a product when applied rigorously. However, like many "green" arguments, this term should not be accepted without verification. To distinguish a real environmental effort from a mere marketing argument, it is essential to look for concrete information about the design choices and the real benefits provided.
Tric Trac: a concrete eco-design approach
Eco-design is not just a marketing argument for Tric Trac. The artisanal leather goods brand favors revalued materials, manufactures its creations in small series, and adopts local production in order to limit waste and the overconsumption of resources. This approach is integrated from the design of the products, which allows to give concrete content to the notion of eco-design and to more easily measure its environmental benefits.
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"Environmentally friendly": the vaguest formula
Why this argument is problematic
Among all the marketing arguments with an ecological connotation, the expression "environmentally friendly" is undoubtedly one of the most vague. Very widely used on packaging, advertisements, or product sheets, it gives a positive and responsible image without providing precise information about the brand's real commitments.
The main problem is that this formula is based on no universal definition or clearly identifiable criterion. A product can be called "environmentally friendly" for many reasons: use of recycled materials, reduction of packaging, limitation of CO₂ emissions, or improvement of certain manufacturing processes. Without additional explanation, it is impossible for the consumer to know on what elements this claim is actually based.
This lack of precision makes it a particularly favorable ground for greenwashing. A brand can highlight a single positive aspect of its product while keeping silent about other sometimes significant environmental impacts.
How to spot credible communication?
In the face of this type of promise, transparency remains the best indicator of credibility. A truly committed company precisely explains the actions implemented and provides concrete elements to justify them. It communicates, for example, about its environmental goals, its measurable results, or the certifications obtained from independent organizations.
Claims accompanied by numerical data, impact reports, or recognized labels are generally more reliable than simple slogans. Conversely, when a brand merely uses ecological vocabulary without providing evidence or details, it is better to remain cautious.
Key takeaways
The expression "environmentally friendly" is appealing, but it does not allow on its own to evaluate the real impact of a product. The more general an environmental claim is, the more it deserves to be questioned. Before trusting a brand, it is essential to look for precise, verifiable, and transparent information about its commitments.
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"Vegan": an ethical argument, but not always ecological
Why does this mention appeal?
The mention "vegan" is often associated with more responsible consumption. By excluding all materials of animal origin, it responds to concerns related to animal welfare and conveys a positive image to consumers concerned about their impact. In the world of fashion in particular, alternatives to leather, wool, or silk are increasingly highlighted as more ethical and eco-responsible options. Yet this perception deserves to be nuanced.
What to check
A vegan product is not automatically sustainable or eco-friendly. In the textile sector, many vegan clothes or accessories are made from synthetic materials such as polyester, PVC, or polyurethane (PU). Although they contain no animal components, these materials often come from fossil resources and can therefore release microplastics as well as create challenges in terms of recycling and end of life.
It is also interesting to look at the durability of the product. Some plant-based alternatives to leather remain less resistant than traditional materials and can therefore require more frequent replacement. Finally, the vegan nature of a product does not provide information about the manufacturing conditions or about the social impact of its production. An item can be vegan while being manufactured in unethical conditions or in a non-transparent supply chain.
Key takeaways
The term "vegan" is first and foremost a guarantee that no materials of animal origin are used. However, it does not allow for an assessment of a product's environmental impact on its own. To make a truly eco-responsible choice, it is best to also consider the materials used, the product's durability, the manufacturing conditions and any environmental or social certifications.
At Meanwhile Boutique, veganism goes beyond a simple label
At Meanwhile Boutique, veganism is not limited to a mere marketing argument. We exclusively select brands whose products are free from materials of animal origin, in a manner consistent with their ethical and environmental commitments. Veganism is thus a selection criterion in its own right, integrated into a broader consideration of responsible consumption.
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"Made in France", "Fabriqué en France", "D’origine française", "Produit en France": a claim that requires nuance
What the regulations actually say
Contrary to popular belief, the mention "Made in France" does not necessarily mean that a product was entirely manufactured in France. In many sectors, it is sufficient for the last substantial transformation or a significant manufacturing step to be carried out in France for this designation to be used. Raw materials or certain components can therefore come from other countries.
Why can this claim be misleading?
For consumers, "Made in France" is often associated with local production, short supply chains, and a reduced environmental impact. Yet this indication does not provide information about the origin of the materials, the manufacturing conditions, or the product's carbon footprint. Two items displaying the same claim can thus have very different environmental impacts.
How to check the origin of a product?
To go beyond the marketing argument, it is useful to consult the information provided by the brand about the origin of the raw materials, the manufacturing locations, and the various production steps. Some companies also detail the proportion of added value created in France or display more demanding labels that allow for better traceability.
Key takeaways
"Made in France" remains an interesting indicator for supporting the local economy and promoting better traceability. However, it does not guarantee on its own that a product is eco-friendly, ethical, or entirely made in France. As with other "green" claims, transparency remains the best criterion for forming an informed opinion.
Gobi: the transparency of 100% French production
With Gobi, the "Made in France" claim is not limited to a simple assembly step carried out in the country. Since its creation, the brand has chosen entirely French manufacturing, relying on a network of industrial partners spread across several regions. The various production steps are detailed and traceable, while assembly is carried out in a Val-de-Marne ESAT that promotes the inclusion of people with disabilities. A level of transparency that gives concrete meaning to the French origin claimed by the brand.
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"Eco-responsible packaging": looking beyond the packaging
The most common promises
The packaging is often the first element used by brands to highlight their environmental commitments. Faced with consumers who are increasingly sensitive to environmental issues, mentions related to sustainable packaging are multiplying on products.
Recyclable packaging
One of the most common promises is to indicate that a package is recyclable. While this feature is a first step toward waste reduction, it does not guarantee that the packaging will actually be recycled. It all depends on the available collection and sorting infrastructure, but also on consumer habits.
Plastic reduction
Many brands also communicate about the reduction in the amount of plastic used in their packaging. This approach can help reduce the use of fossil resources and waste production. However, packaging containing less plastic is not necessarily more eco-friendly if the replacement material requires more resources or energy to produce.
Bio-based materials
Packaging made from materials of plant or renewable origin is appealing to more and more consumers. Certified cardboard, plant fibers, or bioplastics are often presented as more environmentally friendly alternatives. However, the bio-based origin of a material does not automatically guarantee a reduced environmental impact throughout its entire life cycle.
The right questions to ask
Before being convinced by "green" packaging, it is important to look beyond the packaging itself. Is the product it contains durable and designed to last over time? Is the packaging really made from recycled materials, or is it simply recyclable in theory? Is there a reuse solution, such as a refill or deposit system, that allows waste to be reduced at the source? These questions allow you to assess the brand's overall environmental commitment rather than focusing solely on its packaging.
Key takeaways
An eco-responsible package is a positive signal, but it does not guarantee on its own that a product is truly sustainable. To avoid the pitfalls of greenwashing, it is essential to examine the entire life cycle of the product and to check whether the stated commitments are based on concrete actions rather than a mere communication argument.
Beyond green packaging: the example of On s'emballe à la française
With On s'emballe à la française, eco-responsible packaging is not limited to a mere marketing argument displayed on a product. The brand offers reusable packaging solutions made in France, designed to replace disposable packaging when sending or presenting gifts. By focusing on reuse and durability rather than recycling alone, it acts directly at the source to limit waste production and extend the life of packaging.
Faced with the proliferation of "green" marketing arguments, it is essential to maintain a critical eye and not rely solely on the promises displayed on packaging. Whether it is a product that is "natural", "carbon neutral", or "environmentally friendly", every claim deserves to be verified. By prioritizing transparency, concrete evidence, and recognized labels, you will be able to make more informed consumption choices that are truly aligned with your values.
Sources:
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https://www.quechoisir.org/actualite-cosmetiques-vrais-labels-ou-marketing-deguise-n171988/
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https://wildwildwastesite.wordpress.com/2017/09/04/greenwashing/
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https://maranello-europe.com/ecologique-ou-eco-concu-difference/
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https://sanvt.com/fr/blogs/journal/why-vegan-fashion-is-not-always-sustainable-and-eco-friendly
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https://dreamact.eu/fr/blog/article/276/made-in-france-le-vrai-du-faux
