Conscious travellers try to apply sustainability to their trips as an attempt to give back to the environment and local communities. It’s definitely a noble and responsible decision, but are you sure you’re not falling for greenwashing tactics in the process? Don’t worry, we’re here to tell you how to avoid greenwashing while travelling sustainably. 

But first… What is greenwashing?

Greenwashing is a PR and marketing spin in which organisations deceive the public by making them think their brands are eco-friendly. This strategy often forges an environmentally responsible image and misleads customers into thinking they’re being more eco-friendly by using this particular brand’s products. 

What is an example of greenwashing?

Instead of a single example, we’ve got you five! Here are a few examples of greenwashing in tourism:

• When certain tours promote themselves as beneficial to the local community when, in fact, they exploit them and don’t pay them well. 

• Accommodations that claim they’re eco-lodges when they don’t sustainability policies to back this up.

• Wildlife sanctuaries that allow any form of interaction with animals such as painting shows, bathing with, or riding. 

• Tour operators that let travellers feed wildlife.

• When “eco-tours” can’t specify what actions make their tours low impact. 

How to avoid greenwashing while travelling?

If you want to travel sustainably with the lowest impact possible, and you don’t want to fall for false claims, you need to keep an eye out for the following clues. Here’s how to avoid greenwashing as a conscious traveller.

Zero proof

If an organisation or company can’t provide supporting information or physical evidence to back up its “eco-friendly” efforts, then it’s probably greenwashing. When in doubt, try speaking to a staff member and ask about their sustainability policies and see how they respond. If they provide you with proof and take the time to thoroughly explain their efforts, they’re off the hook. 

Vague claims

Claiming that a business is “sustainable” or that a product is “all-natural” is not enough. People tend to get attracted to such environment-related vocabulary but the claims need to clearly highlight its eco-friendly efforts in order for them not to be misleading. 

Empty labels

This leads us to empty labels – empty labels are often false labels. Having the label “eco-friendly” or a green recycling symbol on a product does not mean it’s sustainable. Again, you need significant proof. 

Promoting the lesser than two evils alternative

So many bars, restaurants, and coffee shops nowadays offer paper cups and straws or bioplastic ones, claiming that they’re at least better than single-use plastic for the environment. Well, yes, their impact is lower but what’s wrong with reusable cutlery? We know it could be challenging for takeouts, but if some businesses found an alternative, then the rest can. 

We’ve come across a restaurant that offers Tupperware-like containers for takeouts while charging a small fee for it. If you return the container afterwards, you get your money back, and if you don’t, well, you got yourself a reusable container! It’s a win-win! A lot of restaurants also recycle, so why don’t the rest follow if they pretend to really care about the environment?

Research, research, research!

One of the most vital skills that any traveller needs is being good at research – not just for planning a trip, but this is how to avoid greenwashing as well. As you can see, a lot of businesses will claim their green efforts that are far from the truth. So, it’s important to research any travel business you’re planning on hiring to avoid being fooled. 

If a business makes claims, check out their website and take a look at their policies and check if they have any certifications. Basically, look for any proof that backs up their claims. You could also email the business if you have any questions or need them to clarify certain policies or efforts. And of course, you need to check other travellers’ reviews of these businesses. 

Travelling Sustainably

Looking for more ways to travel sustainably? Make sure to check out our read about sustainable travel habits. Travelling responsibly may sound like a lot of work, but trust us, it’s easier than you think and it’s totally worth it.

So, was this read useful to you? Let us know in the comments if you’ve learned something new. And if you have some ideas of your own on how to avoid greenwashing while travelling, also drop a comment and share them with us.