Cutting Through the Greenwash: Why Truthful Sustainability Matters

Sustainability sells, but not everything labelled “green” actually is. 

A recent exposé featured in The Guardian uncovered how one period care brand was caught exaggerating the eco-credentials of its products. Despite branding themselves as “plastic-free,” an independent report commissioned by our supplier Mooncup revealed that their products in fact contained plastic and used misleading marketing language to suggest otherwise. 

This isn’t just a one-off; it's a growing problem across our industry. It’s called greenwashing. 

What is Greenwashing? 

Greenwashing is when companies make vague, unverified or false claims about their environmental impact to appear more eco-friendly than they really are. Think phrases like “planet-friendly”, “sustainable”, or “green solution” with no evidence to support them. 

This undermines the credibility of genuine sustainability efforts and misleads well-intentioned customers. It’s not just bad for the planet, it’s bad business. 

Our Approach at Seldram Supplies 

We take a different path. At Seldram, we believe that sustainability should be transparent, truthful, and grounded in real-world impact. 

Here’s how we ensure that: 

✅ Only Verified Claims – We promote products that are certified, audited, or verified (e.g., Carbon Neutral, ISO 14001, ECOLABEL). 

✅ No Empty Promises – If a product has limitations, we say so. We’re here to help clients make informed choices. 

✅ Detailed Product Data – Wherever possible, we provide recyclability, compostability, origin, and emissions information. 

✅ Education First – We train our teams and equip our clients to spot greenwashing and choose genuinely sustainable solutions. 

Why It Matters for You 

Whether you’re a facilities manager, buyer, or business owner, the products you choose shape your Scope 3 emissions, ESG progress, and corporate responsibility. Choosing the wrong products, based on misleading claims, can impact your credibility, your compliance, and your results. 

Our role is to give you the clarity you need to buy better, report accurately, and improve the places where people live and work. 

Let’s Raise the Standard Together 

Suppliers like Mooncup are holding the industry to account. Greenwashing damages trust, erodes progress, and creates confusion.  

If you’d like to audit your current product provision, explore truly sustainable alternatives, or build a Scope 3 strategy, speak to your Account Manager or contact us below. 

Because doing the right thing should never require reading between the lines.