---
title: What's greenwashing?
description: We go beyond merchandise and try to be as transparent as possible about the steps we take to go beyond greenwashing. Are you ready to help us do more? 
image: https://insights.fluidbranding.com/hubfs/greenwashing%20blog%20header.webp
---

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# What's greenwashing?

![Natasha Ithildin](https://insights.fluidbranding.com/hs-fs/hubfs/Natasha%20Ithildin%20copy.png?width=45&name=Natasha%20Ithildin%20copy.png) 

[Natasha Ithildin](https://insights.fluidbranding.com/blog/author/natasha-ithildin)

[Follow us on Twitter](https://twitter.com/fluidbranding) [Follow us on Facebook](https://www.facebook.com/Fluidbranding) [Follow us on LinkedIn](https://www.linkedin.com/company/fluid-branding-ltd)

![](https://insights.fluidbranding.com/hubfs/greenwashing%20blog%20header.webp)

## Greenwashing isn’t great, and that’s putting it gently.

Greenwashing is when a claim is made that something is more eco-friendly or sustainable than it actually is. Without the facts and stats to back it up. For the purpose of tapping into that ever-growing eco-conscious buyer's market to make a profit. 

Yep, gross.

That’s why we don’t ever, ever, EVER want to say something is sustainable, green, or eco-friendly without the credentials to back up every single claim (which in our industry can be HARD).  

But, by sticking to our morals and being very clear with our network that greenwashing doesn’t wash with us (literally), then we know we’re putting those steps in place to try and minimise the harm caused by it.

 

### We go beyond greenwashing

A big part of being [B Corp Certified](https://insights.fluidbranding.com/blog/weve-recertified-with-b-corp-here-are-10-reasons-why-youll-love-this) is being able to back up any claims we make with facts. It’s about providing proof that what we’re saying is actually true. That’s why we try to be as open and transparent as possible about the steps we take to go beyond greenwashing. 

![circular](https://insights.fluidbranding.com/hs-fs/hubfs/circular.png?width=280&height=300&name=circular.png)

### 1. We love products with a positive impact

For products with insane levels of measurable accountability, we champion brands that are making a real positive impact. 

Brands that are B Corp certified, that are social enterprises, that think of the bigger picture, that want to be more than just a name. 

That’s why we love ‘em. 

[![Products with a positive impact](https://no-cache.hubspot.com/cta/default/8813579/42e92635-dc34-41b8-b872-5c2f06b11dfe.png)](https://cta-redirect.hubspot.com/cta/redirect/8813579/42e92635-dc34-41b8-b872-5c2f06b11dfe)

### 2. We’re on track to be Carbon Net Zero by 2030

We practice what we preach. In July 2020, we announced our commitment to becoming carbon net zero by 2030, alongside over 700 other certified B Corporations. 

![fluid-carbon-net-zero\_1\_](https://insights.fluidbranding.com/hs-fs/hubfs/ImportedBlog/fluid-carbon-net-zero_1_.png?width=280&height=282&name=fluid-carbon-net-zero_1_.png)  
It’s time to measure, reduce and offset for a happy and healthier future.   
[![Our Carbon Net Zero journey ](https://no-cache.hubspot.com/cta/default/8813579/f9939047-ab54-47cb-b93b-20f09124885c.png)](https://cta-redirect.hubspot.com/cta/redirect/8813579/f9939047-ab54-47cb-b93b-20f09124885c)

### 3. We plant a tree with every order

Our personal favourite? Our [#ATreeWithEveryOrder](https://www.fluidbranding.com/treeplanting?utm_campaign=%23ATreeWithEveryOrder&utm_source=website&utm_medium=navigation_bar&utm_term=navigation_bar_callout&utm_content=ATreeWithEveryOrder) initiative!   
Since 2019, we’ve partnered with [Ecologi](https://ecologi.com/) to plant a tree for every order you place with us. 

Welcome to our magical [Fluid forest](https://ecologi.com/fluidbranding). Through this, you’re helping to reduce carbon pollution, create employment for local families, and restore wildlife habitats (for example, [check out how we’ve helped protect mangroves](https://insights.fluidbranding.com/blog/what-are-mangroves-and-why-are-they-so-important)).   
![planting a tree](https://insights.fluidbranding.com/hs-fs/hubfs/planting%20a%20tree.webp?width=280&height=280&name=planting%20a%20tree.webp)  
We’re accelerating towards a more sustainable future, and we love that you’re helping to pioneer this awesome achievement with us! 

[![Plant a tree on us](https://no-cache.hubspot.com/cta/default/8813579/9dbff51b-35eb-42c3-9f5a-be893b4dc7b0.png)](https://cta-redirect.hubspot.com/cta/redirect/8813579/9dbff51b-35eb-42c3-9f5a-be893b4dc7b0)

### 4. We care about our (Fluid) futures

We’re all about going beyond profit to support important projects and make meaningful contributions to the wider community. 

Our Futures group is dedicated to finding ways to do things better - listening to new ideas, starting conversations, and encouraging small changes with big impacts; we’re trying to make our industry a better place. 

But, don’t just take our word for it - check out our Fluid Futures insight for more information.  

[![Fluid Futures](https://no-cache.hubspot.com/cta/default/8813579/5a89bef0-f6aa-459a-a784-e929aaae1a07.png)](https://cta-redirect.hubspot.com/cta/redirect/8813579/5a89bef0-f6aa-459a-a784-e929aaae1a07)

### Our story, written by you

Our purpose is to create a culture of change that pushes us to do things better. Better for you, for the environment and for the industry. To encourage others to leave their greenwashing ways behind and provide you with [sustainable solutions](https://www.fluidbranding.com/eco-friendly-branded-products).

![ocean bottle trio](https://insights.fluidbranding.com/hs-fs/hubfs/ocean%20bottle%20trio.webp?width=280&height=280&name=ocean%20bottle%20trio.webp)

We honestly couldn’t have done any of it without you, so thank you. Thank you for giving us the opportunity to pursue our dreams of making merchandise more meaningful than we ever thought possible!  
And, we’re excited to say that this is just the beginning of our story. 

Are you ready to help us do more?   
[![Our story](https://no-cache.hubspot.com/cta/default/8813579/68ea4560-ec96-4e25-94d4-a689c59cc511.png)](https://cta-redirect.hubspot.com/cta/redirect/8813579/68ea4560-ec96-4e25-94d4-a689c59cc511)

 

![Natasha Ithildin](https://insights.fluidbranding.com/hs-fs/hubfs/Natasha%20Ithildin%20copy.png?width=150&name=Natasha%20Ithildin%20copy.png)

#### Natasha Ithildin

Natasha is fascinated by stories. Brand stories, to be precise. The stories you want to be remembered for. The tales behind your logos, colours and promotional merchandise - that’s why she’s our Content Strategist! She’s a book-hoarding rat enthusiast with a love for exploring the Cornish countryside.

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