Addressing greenwashing in the hygiene sector

ACCORDING TO the Better Business Network, 63% of B2B organisations nationwide admit to some form of greenwashing. In a sector like cleaning and hygiene, where environmental regulations are still limited, these practices are even more prevalent.

While some believe regulations may stifle innovation, they are essential for ensuring transparency and accountability, especially when it comes to environmental claims.Sustainability should not be a marketing trend, and while the likes of meaningful partnerships around circular economy and waste reduction strategies are all vital steps forward, we must align as an industry on a measurable, accountable approach toward a truly greener future. 

What are the current greenwashing challenges in the cleaning industry? 

Greenwashing is a growing issue, with one in four climate-related ESG risk incidents now linked to greenwashing, underscoring how widespread the problem has become. With no universally accepted definitions for terms like “green” or “eco-friendly,” companies often apply them loosely without context or substantiation, focusing more on marketing than meaningful environmental impact.

One of the biggest issues is an overreliance on carbon offsetting, with some businesses claiming carbon neutrality while failing to cut emissions at source. Vague, long-term promises like “net zero by 2050” may sound ambitious, but often lack measurable targets or transparent data and a credible reduction plan, making it difficult to assess real progress.

Packaging also contributes to the problem. Products are often dressed in nature-themed designs and labelled with terms like “biodegradable,” even when those claims only apply under specific industrial conditions.

Some brands spotlight minor eco-credentials - like recyclable caps or a splash of plant-based ingredients - while ignoring the environmental footprint of the full product lifecycle. If the rest of the lifecycle is resource-heavy or polluting, it’s not a sustainable choice. These tactics mislead consumers and undermine genuine sustainability efforts. Sustainability isn’t a label to be added at the end. It needs to be part of the design process from the start - measured, meaningful and built-in.

Using third-party accreditations in an unregulated industry

In an industry still lacking clear sustainability regulations, my role as a sustainability and innovations manager is to lead with measurable impact. 

I advocate for third-party certifications on every product listed online. This means customers can make informed decisions. Accreditations like the EU Ecolabel, Cradle to Cradle, B Corp and EcoVadis provide a credible alternative to vague, self-created "green" claims. These frameworks don’t just help customers make informed choices, they provide the benchmarks we need as a business to hold ourselves accountable.

Not only should businesses in the cleaning and hygiene sector be using certifications to measure sustainability goals, but there should also be a focus on genuinely cutting emissions, publishing lifecycle assessments (LCAs) with clear CO₂e data and prioritising real reduction over offsets. 

Working with supply chains to reduce carbon footprints 

Collaborating with supply chains is a crucial strategy for businesses aiming to reduce their carbon footprints in a meaningful way, not simply through offsetting but by addressing emissions at their source. By working closely with suppliers, companies can identify opportunities to lower emissions across the entire product lifecycle, ensuring more sustainable practices at every stage. 

We recently launched a paper calculator that allows customers to compare the CO₂e emissions of various product solutions, providing greater transparency and enabling informed decision-making. This initiative highlights the importance of supply chain partnerships in achieving long-term sustainability goals, such as setting realistic and actionable net-zero targets that go beyond surface-level claims and truly drive change.

Embedding social responsibility plays a vital role in sustainability

Beyond environmental initiatives, social responsibility is just as important. Studies have found that 31% of publicly listed companies linked to greenwashing between September 2018 and September 2023 were also associated with social washing, highlighting the importance of authenticity in both environmental and social responsibility. 

Through initiatives like Nurture by Jangro, a sub-brand that champions community-focused action, sustainability is being embedded in social values. Sales from our ntrl paper range fund UK tree planting, while the ntrl chemical products support ocean plastic recovery via CleanHub. Internally, wellbeing is supported through initiatives such as in-office yoga, Period Positive Workplace accreditation, and “Gift and Gain days” that empower employees to engage with their communities or causes they care about.

Coupled with a long-term strategy targeting regulated standards, eliminating virgin plasticsand reducing supply chain emissions, these initiatives reflect a comprehensive and authentic approach to sustainability, not only in environmental terms but across the full spectrum of social impact.

Working together for a more sustainable future

As the cleaning and hygiene industry continues to evolve, it’s important to recognise that businesses don’t need to be net-zero today to be part of the solution. What matters most is a commitment to progress, backed by accountability. Greenwashing erodes trust, but being honest about where your business currently stands - and the steps being taken to improve – demonstrates leadership. In a sector where regulation is still catching up, there is a real opportunity for companies to share innovations and support one another in driving meaningful change. 

Sustainability is not a fixed benchmark but an ongoing journey. By working together with openness and intention, we can build a more responsible and resilient industry for the future.

Daisy Hunter is sustainability and innovations manager at Jangro