You may have noticed in recent years that tech product announcements often come with claims about eco-friendliness. It can be tough to know what’s genuinely green and what’s just trendy marketing. We’ll help you cut through the noise and find out what’s real.

On the surface, it would seem good that we’re seeing more and more tech companies touting their sustainability efforts. From carbon-neutral smartphones to energy-efficient smart home devices, the push for greener tech has seen an upswing. But with this surge in eco-conscious marketing comes something else: “greenwashing.” How do you separate the honest intentions from the fancy buzzwords? It takes a bit of digging and a healthy dose of skepticism.

What is Greenwashing?

Before we dive in, let’s talk about what “greenwashing” actually is. Simply put, it’s when a company tries to appear more environmentally friendly than it actually is. This can range from misleading marketing campaigns to outright false claims about a product’s sustainability. The goal is to capitalize on the growing demand for green products without making significant changes to their practices or products. It’s like putting a solar panel on a gas-guzzling truck–it looks a little greener, but the core problem remains.

Beware of Sweeping Claims

One of the first things to look for is vague or sweeping claims without specifics. Has a company declared its product “eco-friendly” or “sustainable” without providing any details? Broad statements lack substance, and a truly environmentally conscious company will be transparent about its efforts. They’ll specify what makes their product greener, whether it’s the materials used, the manufacturing process, the energy efficiency, or the end-of-life recyclability. If you’re left wondering how exactly a product is sustainable, that’s a red flag.

In the same vein, a company might highlight a single green feature while downplaying everything else. Packaging is a popular one to look out for. A company might heavily market that its packaging is made from recycled materials, but does that accomplish anything when the device itself is made from nonrenewable resources? True sustainability considers the entire lifecycle of a product, from raw material extraction to disposal. Don’t be swayed by one shiny “green” aspect meant to distract you.

Look Closely at Certifications and Labels

While some eco-labels are trustworthy and indicate genuine environmental standards, others can be misleading or even created by the companies themselves. Research the certifications you see. Are they backed by independent organizations with rigorous standards? Look for well-known and respected certifications like Energy Star or EPEAT. A credible certification will provide clear criteria and ensure ongoing compliance. Anyone can whip up a label that looks legit–don’t blindly trust them.

It all comes back to transparency. Environmentally responsible companies are usually open about their sustainability initiatives, because why wouldn’t they? They’ll publish detailed reports on their environmental performance, outline their goals, and their progress. Look for information on their websites about their carbon footprint, waste reduction efforts, use of renewable energy, and ethical sourcing of materials. If a company is dodgy about these details, it could be a sign that they have something to hide.

The End is Not the End-All

This one may not entirely be “greenwashing,” but it is something to keep in mind. Be wary when companies focus solely on end-of-life solutions like recycling programs without addressing the environmental impact of production. While recycling is important, it’s only one piece of the puzzle. A truly sustainable product is designed with longevity and repairability in mind. Companies that heavily promote recycling but continue to push back against Right to Repair legislation might be deflecting attention from their overall environmental impact. Consider the durability and repairability of a product before you buy it.

Do Your Own Homework

At the end of the day, spotting greenwashing comes down to doing your own research. It’s up to you to look beyond the marketing speak and seek out independent reviews and reports from environmental organizations. Ethical Consumer, for example, has an “Environment” section for every company. A little bit of digging can go a long way in uncovering the truth behind the green buzzwords.

The reality is that tech companies are mostly concerned with the bottom line. They’re not going to make changes unless there’s something in it for them. Sometimes, eco-friendly changes are both beneficial to the company and the environment, but it’s all too easy to simply pretend to be green. Ultimately, you decide which actions get rewarded with your wallet. Don’t support the posers.