The marketing sounds green, the math often is not.

Green claims are everywhere now, on shampoo, sneakers, snacks, and streaming services. The tricky part is that many of these messages are designed to feel actionable without actually changing the company’s impact in a meaningful way. The result is a confusing consumer world where the language of sustainability gets used as a shield, not a roadmap. If you have ever felt oddly uncertain after buying the greener option, that feeling is not random. Here are ten common plays.



