Greenwashing is quietly eroding trust in climate action, especially across Africa, where weak regulations and low consumer awareness make the continent fertile ground for deceptive environmental claims.
Coined in 1986 by environmentalist Jay Westerveld, the term “greenwashing” was inspired by a hotel’s plea for guests to reuse towels “to save the environment,” all while the same hotel was expanding near fragile ecosystems. It was a stark contradiction: one that perfectly captures what greenwashing is: misleading consumers into believing a company is more eco-friendly than it really is.
Today, the problem has grown global. According to the United Nations, greenwashing stalls genuine efforts to tackle climate change, eroding public trust, reducing climate ambition, and distracting from real solutions. Nowhere is this deception more prevalent than in regions like Africa, where the regulatory frameworks are underdeveloped and corporations often operate unchecked.
“Greenwashing is one of the biggest threats to climate integrity,” says Archibong Akpan, a climate scientist and policy expert with the UN Climate Change. “Labels like ‘100% biodegradable’ or ‘eco-safe’ often tell only half the story. Without transparent information, consumers can’t make responsible choices.”
Akpan points to common tactics used to mislead buyers, vague buzzwords, misleading symbols, and fake certifications. Even universal symbols like the Mobius Loop can be confusing. While it typically means “recyclable,” the numbers inside indicate plastic types, not their actual recyclability. For instance, a single water bottle may be made of several types of plastic, making it technically unrecyclable when combined.
Some brands go a step further, dressing up harmful products with earthy packaging, emojis, and “green” catchphrases, all to mask their environmental footprint. But as Akpan warns, “There’s no such thing as a zero-carbon product. Every item, every process, has a carbon cost. So marketing language should reflect that truth, not hide it.”
Greenwashing not only misleads buyers, it stifles genuine eco-conscious brands. Companies that invest in ethical practices often get drowned out by louder, cheaper impostors. This creates an unfair marketplace and a deeper crisis for our planet.
To combat this, the European Commission has proposed strict rules requiring brands to back environmental claims with evidence, including life-cycle assessments and minimum standards for sustainability labels. But in Africa, similar enforcement is still lacking.
The best short-term defense?
Awareness. Knowing the signs of greenwashing empowers consumers to ask tougher questions and make better choices. Consumer advocacy and environmental watchdogs are also stepping in—providing third-party certifications and pushing for greater transparency.
Still, long-term change will require more than vigilance. “Governments must ease the burden on consumers,” says Akpan.
“Without clear regulations and accountability, we’re asking individuals to fight a systemic problem alone.” He said.
