Green cleaning product marketing loves to flaunt plant-based logos and use pastel-colored packaging. Though products boasting such aesthetics appear earthy, they can be just as devastating to the planet. A 2021 study from the European Commission concluded that 42% of “green” claims used for marketing were either untrue or deceptive. These statistics are especially important for those in Park City researching carpet cleaning service providers.
What Greenwashing Actually Is
Greenwashing is the marketing of products as eco-friendly when they are not. Sometimes, the marketing jargon doesn’t contain any lies. Products can contain a very small percentage of natural components, and still be marketed as “all natural.” Terms like “green,” “eco,” and “gentle” have no labeled definitions, meaning any brand can market their product with those words as freely as they want, with little to no consequences.
The Federal Trade Commission (FTC) sets a standard that companies should not be marketing goods that are “unfair or deceptive.” Greenwashing in the cleaning product market isn’t as heavily policed, but some brands that have been caught have faced large lawsuits. The parent company of Simple Green paid $4.35 million, and Windex settled its lawsuit for $1.3 million.
Things to Look Out for on Packaging
Greenwashing can be identified by certain patterns:
- Vague language: ‘Non-toxic’ and ‘eco-friendly’ are not regulated. They do not mean anything unless there is a full disclosure of the ingredients and manufacturing methods.
- ‘Fragrances’ or ‘parfum’: U.S. regulations do not require disclosure of the ingredients in ‘fragrances’ or ‘parfum.’ They contain a hidden smorgasbord of dozens of chemicals, including phthalates and other chemicals that may be respiratory irritants to some.
- Irrelevant Claims: Boasting “phosphate-free” is misleading, as phosphates are already restricted from cleaning agents. Removing a limited ingredient is not a sustainability goal.
- No Certifications: Plenty of companies create their own seals and use them willy-nilly. Real seals of approval are issued by third parties, such as the EPA’s Safer Choice or Green Seal.
Why It Matters for Your Carpets
Carpeted areas hold more dirt and residue than hard surfaces. Solutions used to clean carpets penetrate carpet fibers and are trapped there. Eventually, they are released into the air. This is particularly important for carpet cleaning in Park City, as the high altitude means living spaces are frequently used by children and/or pets and are thus closer to the ground.
Most of the current carpet cleaning companies in Park City have added the terms “green” and “eco-safe” to their advertising. The use of these terms is clearly a concern and should prompt further investigation. Compare their products to the Environmental Working Group’s Guide to Healthy Cleaning, and request the manufacturers’ names. Those offering carpet cleaning in Park City who are committed to the safety of their services will have no issue providing this information.
The Bottom Line
The biggest factor in determining whether a green cleaner is actually green is whether or not the ingredients are fully disclosed. We recommend you ignore the marketing lingo and look for product certifications and ensure the product discloses all its ingredients. Hidden ingredients alert us that the product is not as safe as they claim.