Breaking Through Greenwashing

This article was contributed by Enzyme Wizard.

To Find Safe, Sustainable Cleaning Products That Actually Work

Breaking through greenwashing and how to assess product claims is becoming essential for consumers, businesses, and specifiers who want to make credible, informed choices.

Sustainability claims are everywhere. From “eco-friendly” labels to “natural” marketing language, it can be difficult to know what’s real and what’s not.

This guide breaks down what greenwashing is, how to identify it, and what to look for when choosing cleaning products that support both environmental and indoor health outcomes.

What is greenwashing?

Greenwashing is the practice of making misleading or unsubstantiated environmental claims to present a product or company as more sustainable than it actually is.

It often relies on marketing language rather than verified data, creating a perception of sustainability without meaningful evidence behind it.

The result is confusion for consumers and increased difficulty in identifying products that genuinely reduce environmental and health impacts.

Why greenwashing matters

Greenwashing is not just a marketing issue. It has real consequences for both people and the planet.

It can lead to:

• Misguided purchasing decisions where products don’t deliver the environmental or health benefits they suggest
• Erosion of trust in brands and sustainability claims more broadly
• Delayed progress by shifting attention away from solutions that create measurable impact

For businesses, it also increases regulatory risk, particularly as scrutiny around environmental claims continues to grow.

How to spot greenwashing in cleaning products

Greenwashing often follows predictable patterns. Knowing what to look for makes it easier to assess claims with confidence.

Vague language without proof

Terms like “green”, “eco-friendly” or “natural” are not regulated and can be used without evidence.

Highlighting one positive attribute

A product may promote a single sustainable feature while ignoring more significant environmental or health impacts.

Missing context

Claims that don’t consider the full lifecycle of a product, including sourcing, manufacturing and disposal.

Claims that sound too good to be true

Overly broad or exaggerated statements are often a sign that evidence is lacking.

Indoor air quality: an overlooked impact of cleaning products

One of the most important but often overlooked considerations is how cleaning products affect indoor air quality.

Many conventional cleaning products release volatile organic compounds (VOCs) and other airborne pollutants that can impact both short-term comfort and long-term health.

These can include:

• VOCs that contribute to headaches, irritation and respiratory issues
• Formaldehyde, a known carcinogen linked to long-term health risks
• Particulate matter that can worsen asthma and allergies
• Synthetic fragrances that react with indoor air to create secondary pollutants

For households, workplaces and commercial environments, product choice directly influences the quality of the air people breathe every day.

What to look for instead: credible sustainability signals

Moving beyond greenwashing starts with knowing what credible sustainability looks like.

Third-party certifications

Independent certifications provide one of the most reliable ways to validate environmental claims.

Global GreenTag is an internationally recognised certification that assesses products against environmental, health and ethical criteria.

It evaluates factors such as:

• Raw material sourcing
• Manufacturing processes
• Energy use and emissions
• Human health impacts
• End-of-life outcomes

Products that achieve certification have undergone a full lifecycle assessment, providing a more complete and transparent view of their impact.

Low or zero VOC formulations

Products designed to minimise VOC emissions support better indoor air quality and reduce exposure to harmful chemicals.

Enzyme-based cleaning products are one example of this approach. They use biological processes to break down stains and contaminants, rather than relying on harsh chemical reactions.

This typically results in low or zero VOC formulations, making them a safer choice for indoor environments.

Transparency over marketing

Credible brands prioritise transparency over claims.

This includes:

• Clear ingredient disclosure
• Evidence-backed performance claims
• Certification and testing documentation
• Ongoing reporting or verification

Transparency allows customers to make informed decisions based on evidence, not assumptions.

How to make more informed choices

When evaluating cleaning products, a few practical steps can make a significant difference:

1. Look beyond front-of-pack claims and review supporting information
2. Prioritise independently certified products
3. Consider the full lifecycle impact, not just one feature
4. Choose products that support indoor air quality and human health
5. Support brands that provide clear, verifiable data

These steps help shift purchasing decisions from perception to proof.

How Enzyme Wizard backs its claims with evidene

At Enzyme Wizard, product development is grounded in reducing environmental and health impacts while maintaining performance.

This includes:

• Formulations designed with low or zero VOCs to support healthier indoor environments
• A focus on biological (enzyme-based) cleaning processes rather than harsh chemicals
• Commitment to third-party verification, including Global GreenTag certification pathways
• Alignment with safer chemistry principles and transparent product communication

This approach is designed to ensure that sustainability claims are backed by evidence and aligned with recognised standards.

Making better choices starts with better information

Greenwashing makes it harder to identify products that genuinely support sustainability and health outcomes.

But with the right tools, consumers and businesses can cut through the noise.

Look for evidence, prioritise certified products, and consider the full impact of what you’re using… not just what’s claimed.

Because sustainability that holds up under scrutiny is what builds trust, improves outcomes, and drives real change.