Spotting Greenwashing: Unveiling the Truth Behind Food Marketing
Clearly Coca-Cola wants consumers to believe they are making a healthy choice by throwing life on their label and coloring it green. In reality this is still a beverage loaded with sugar, preservatives and lacking vital nutrients.
In an era where buzzwords like "sustainable," "healthy," and "all-natural" dominate marketing channels, how do you discern the genuinely natural products from the impostors? We've all been lured in by persuasive branding, but the devil, as they say, is in the details. In this post, we peel back the layers of deceptive marketing and labeling that often mislead consumers.
The Art of Greenwashing: How Companies Deceive You
Companies have become experts in "greenwashing," a deceitful practice where a product is marketed as environmentally friendly, natural, or healthy when it's anything but. A few classic tactics include:
Misleading Imagery: Pictures of pastoral scenes, leafy designs, or happy animals may grace a product's packaging, but don't mistake this for a good-for-you guarantee. Companies across the board are changing their packaging to look “greener” while making little or no change to their product.
Ambiguous Terminology: Phrases like "eco-conscious," "natural," "authentic," or “farm-fresh” are slippery slopes as they often lack legal definitions and are employed liberally to lull you into a false sense of security. There are hundreds of plays on words meant to deceive you.
Selective Disclosure: Companies may highlight one or two natural ingredients, conveniently neglecting to mention synthetic additives or harmful chemicals also present in the product.
The ingredients in Coca-Cola “Life.” Green label, same junk. Note the still 40 grams of nutrient devoid sugar!
The Unregulated Wild West of "All-Natural" Labels
Ultimately, the FDA considers “natural” to mean that nothing artificial has been put into a food that wouldn't be expected to be there. However, the label is not intended to address pesticides, GMOs, food manufacturing techniques, or the nutritional value of the food. Many consumers see “natural” or “all-natural” on a label and assume it’s a better choice or good for them when, in reality, there are many ways to manipulate that claim.
In some cases, meat and poultry products boasting the "all-natural" claim have undergone some level of scrutiny by the USDA. However, the term remains largely open to interpretation, and there is minimal supervision and oversight. Take the below example of Hormel pork products:
“Hormel does not have separate facilities for hogs due for Natural Choice products; in other words, the same hogs, raised in the same way, are used for both Natural Choice Cherrywood-Smoked Uncured Bacon and, well, Spam.”
Based on the packaging you may think the pork on the left was living the good life on a family farm, but you would be wrong.
Let’s also remember just because something is natural does not mean it’s good for you. Raw Cassava contains cyanide, and as little as two cassava roots could be fatal. That being said, Cyanide is a naturally derived ingredient and would be considered “all-natural.” Are you picking up what I’m putting out?
The Importance of Due Diligence: Read Before You Buy
The onus is on you to be a discerning consumer. Consider these steps to navigate the world of deceptive marketing:
Check the Ingredients: Look past the pretty packaging and buzz words. Read the Ingredients - If you can't pronounce it or it sounds like a compound from your high school chemistry class, proceed with caution.
Do Your Research: Brands with transparent sourcing and manufacturing practices often provide detailed information on their websites. You can also reach out to companies and ask if you’re unclear or skeptical. If you don’t like the answer you receive, move on.
Consult Reliable Sources: Websites, journals, and organizations dedicated to consumer advocacy can provide a wealth of information. However, don’t trust an organization simply because they are an “authority” or “expert.” Use your intuition, critical thinking, and common sense. What do they have to gain, and what do they have to lose?
Examples and Red Flags
"Natural Flavors": This term can encompass many substances. In reality, “natural flavors” are far from what consumers might expect, as they can contain both artificial and synthetic chemicals (often used as processing aids). And just because something is natural does not mean it’s good for you.
Percentage Games: Labels like "made with 100% natural ingredients" can be misleading. The question is, what percentage of the total product is made up of these 100% natural ingredients?
Buzzword Overload: If a product is overselling itself with too many "green" keywords, it might be compensating for what it lacks in actual natural content.
Conclusion
Marketing often uses catchy slogans and attractive packaging to grab attention. Companies invest heavily to ensure their products appear trendy and desirable. However, it's crucial to look beyond these surface elements by thoroughly evaluating the ingredients and manufacturing processes involved.
Equip yourself with accurate information to make choices that support your well-being and contribute positively to your community and the environment.
