Greenwashing Exposed: What the Latest Which? Investigation Means for You and What We’re Doing Differently at Noemi LIFE

“Eco-friendly,” “sustainable,” “planet positive", but is it all just clever marketing?

An eye opening new investigation by Which?, the UK’s leading consumer advocacy organisation, shines a bright and uncomfortable light on a rising issue: greenwashing. The report found that hundreds of popular products are using vague, misleading or entirely unsubstantiated environmental claims, misleading well-intentioned consumers who are trying to shop sustainably.

Here’s what that means and what we at Noemi LIFE believe needs to change.

What Is Greenwashing?

Greenwashing is when a company exaggerates or fabricates environmental benefits in its marketing to appear more eco-conscious than it truly is. It gives the illusion of sustainability while masking the true environmental cost of production, distribution, or disposal.

This isn’t just a branding problem, it’s an ethical one. It diverts consumer trust and money away from genuinely sustainable brands and slows progress in the fight against climate change.

The Which? Report: A Deep Dive

Which? assessed hundreds of products across industries, from food and fashion to tech and homewares. Here are their key findings:

5 Green Claims Code Principles:

Based on the UK’s Competition and Markets Authority (CMA) Green Claims Code, the report focused on whether brands followed these 5 criteria:

1. Truthful and accurate

2. Clear and unambiguous

3. Substantiated with evidence

4. Fair and meaningful comparisons

5. Full consideration of product lifecycle

   
   

And yet:

• 62% of products making environmental claims failed at least one of the above.

• 84% failed to pass the full 24-point criteria developed from those principles.

  
  

This suggests that most green claims are either misleading, incomplete or unverifiable.

Real-World Examples of Greenwashing

Here are a few cited in the report that illustrate the problem:

Food & Drink

• Grind House Coffee claimed to be “ethically sourced from sustainable farms” with no evidence or definition provided.

  
  

• Charlie Bigham’s Lasagne packaging touted “30% less cardboard” but gave no reference point, compared to what?

  
  

Fashion

• Adidas leggings with 85% recycled polyester didn’t acknowledge their environmental footprint from microplastics or the garment’s end-of-life disposal.

  
  

• Next used “Better Cotton” claims but didn’t link to meaningful, verifiable data explaining what that meant.

  
  

Tech

• Apple claimed its iPhone 15 Pro Max used “more recycled materials”, but didn’t say how much more, or compared to what.

  
  

Good Examples (Yes, They Exist!)

Some brands are doing green right:

• Ocado Organic Vine Tomatoes, clearly display Soil Association certification and number.

  
  

• Birra Moretti Lager, notes a 68% reduction in emissions since 2008, a specific, measurable, credible claim.

Brands’ Responses to the Report

Several brands addressed the report’s findings:

• Adidas clarified the recycled polyester claim appeared on a third-party site, not their own and confirmed the accurate material composition (85% recycled polyester, 15% elastane).

  
  

• Apple said they are working with retail partners like Argos to align marketing language with the Green Claims Code. Argos acknowledged reviewing thousands of product descriptions for accuracy.

  
  

• Charlie Bigham’s shared nearly two decades of sustainable packaging progress, transparency through impact reports and welcomed consumer feedback.

  
  

• Grind House Coffee explained sustainability details are on their own site, though limited on retailer listings.

  
  

• Next declined to comment.

  
  

These responses show some brands are aware and trying to improve — though progress varies. Sometimes it’s not bad intent but complex supply chains, fractured communications, or slow institutional change.

Why This Matters: The Real Impact of Greenwashing

Greenwashing isn’t just a consumer inconvenience, it causes tangible harm:

• Consumer Mistrust: As more green claims are exposed as hollow, truly sustainable brands get lost in the noise.

• Climate Delay: When brands pretend to be part of the solution, but aren’t, real change is stalled.

• Economic Misalignment: Conscious consumers waste money on products that don’t align with their values, undermining market shifts toward regeneration and circularity.

  
  

What Makes a Claim Trustworthy?

We believe environmental marketing should meet the following gold standards:

1. Specificity, “50% less water used in dyeing compared to conventional cotton processes” is meaningful. “Eco-friendly” alone is not.

   
   

2. Third-party Certification Trusted certifications like Soil Association, Cradle to Cradle, or Certified B Corporation provide external validation.

   
   

3. Life-Cycle Thinking True sustainability considers a product from sourcing to disposal, not just the material used.

   
   

4. Evidence & Accessibility QR codes, linked studies, or transparency reports allow consumers to dig deeper.

   
   

What Noemi LIFE Is Doing Differently

We created Noemi LIFE not just to offer wellness support, but to do it with integrity.

Here’s how we commit to clarity and sustainability:

• Transparency First: Every claim we make, whether about hormone support, detox pathways, or longevity is backed by cited scientific research or certified third-party partners.

  
  

• Ingredient Integrity: We partner with brands like Youth & Earth and Oxford Healthspan, whose manufacturing and sourcing policies are traceable and meet strict EU quality standards.

  
  

• Minimal Packaging: We continuously assess our packaging lifecycle for recyclable and biodegradable options and always disclose what can’t yet be improved.

  
  

What You Can Do as a Conscious Consumer

1. Read Claims Critically If it says “sustainable,” ask how? Look for third-party certifications and concrete numbers.

2. Ask Questions Email brands. Responsible companies will be transparent. Greenwashers often dodge.

3. Support the Scrutinisers Bodies like Which?, Good On You and Ethical Consumer help demystify sustainability.

4. Reward Transparency Even imperfect brands that are honest about their challenges should be encouraged. Transparency is the first step to change.

   
   

Final Word: From Buzzwords to Better Worlds

The Which? report is a wake-up call, not just to brands, but to consumers too. At Noemi LIFE, we believe in truth-telling wellness and that includes where our products come from, how they’re made and how they impact the planet and you.

We all deserve better than a green-tinted sales pitch.

Let’s demand, and create, the real thing.

Explore Further: Which? Full Report on Greenwashing

Shop with Conscious Confidence: Noemi LIFE Products