According to a new study, almost all consumer products (95%) commit some form of greenwashing. That means that the products boast unregulated environmental claims, like "all natural" or "BPA-free," both phrases that are not certified by third parties. And sometimes the product labels just outright lie.
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hoice-Greenwashing-Study.aspx

What is an eco-minded consumer to do?!

It makes perfect sense; consumers are demanding green products, so why not make everything appear green (that is a lot cheaper than actually becoming more environmentally sustainable). This seems analogous to nutrition facts on cereal or junk food. Lucky Charms advertises in huge letters " Whole Grain! Good Source of Calcium and Vitamin D!" A "good source" is apparently 10% of your daily recommended value, and they only have 1 gram of fiber, as opposed to the 4-5 grams you expect from a whole grain cereal. There will always misleading claims when consumers' money is involved; let's keep them honest.

Not only are consumer products currently being greenwashed but also organizations and institutions. In order to attract new and more members somehow they include the word sustainability into their mission statement. Of course if the goal were true it would be nice, however the majority of the groups making this claim are not going anywhere or making any difference in their operations towards being more sustainable.