Greenwashing is a deceptive marketing practice where a company falsely presents its products or services as environmentally friendly. To spot genuine eco-friendly brands and avoid falling for greenwashing, consumers can look for several key indicators.

• Transparency: Genuine eco-friendly brands are transparent about their sustainability efforts, including their sourcing, production processes, and the environmental impact of their products.
• Third-Party Certifications: Look for certifications from reputable organizations such as the Forest Stewardship Council (FSC), the Global Organic Textile Standard (GOTS), or the Energy Star label, which validate a brand's eco-friendly claims.
• Long-Term Commitment: Authentic eco-friendly brands demonstrate a long-term commitment to sustainability, rather than just jumping on the green bandwagon for a short-term marketing boost.
• Avoidance of Greenwashing Buzzwords: Be wary of vague or unverifiable claims such as "all-natural," "eco-friendly," or "green," as these can be used to mislead consumers without any substantial evidence of sustainability.

For example, Patagonia, a well-known outdoor clothing and gear company, has a long-standing commitment to environmental and social responsibility. The company is transparent about its supply chain, uses recycled materials, and supports environmental initiatives.

By being aware of these indicators and doing thorough research, consumers can make informed choices and support genuinely eco-friendly brands while avoiding falling victim to greenwashing.