On Greenwashing and the Business of Denial

I missed April but I am here for May.

Let’s talk about greenwashing. Again.

Yes, it’s 2025, and we’re still here, applauding glossy sustainability campaigns that look beautiful, sound hopeful, and do almost nothing to solve the crisis they pretend to address. The oceans are warming, forests are shrinking, child labor is rising, and yet somehow, the headlines still read: “Brand X to Reach Net Zero by 2050.” Amazing.

Greenwashing has graduated. It’s no longer an awkward PR misstep. It’s a highly polished industry. It’s not about covering up anymore , it’s about creating an illusion so well-produced that even the people behind it start to believe it.

The modern greenwashing campaign doesn’t lie directly. Instead, it offers just enough truth to blur the line. Brands no longer claim they’ve solved deforestation; they say they’re “partnering with reforestation initiatives.” They don’t say their supply chains are ethical; they say they’re “moving toward ethical sourcing.” And the metrics? Oh, the metrics. We don’t measure impact. We measure effort. Number of trees planted (not their survival rate). Certifications acquired (not their credibility). Volunteer hours logged (not the systems changed).

Source: GIPHY

Advertising has always been a tool for influence. But when we use that tool to paint a green halo over a fundamentally extractive system, we’re not just selling products, we’re selling denial.We reassure consumers that everything is under control. We wrap “hope” in a 30-second spot and air it during prime time. We build brand equity on the back of half-truths and deflection.

It’s not creative. It’s not clever. It’s dangerous. Because while we win awards for the campaign, the planet loses time.

And let’s face it: it's hard to get people to question something their salary depends on them not questioning.

So we look away. We present the deck. We optimize the CTA.

We need to stop decorating the problem and start dismantling it. That means:

• Challenging vague sustainability claims, even if they’re “industry standard.”

• Refusing to package denial as storytelling.

• Demanding real accountability from brands, not just marketing narratives.

• Backing creative professionals who push for integrity, not punishing them for speaking up.

Because the truth is: greenwashing isn’t just dishonest. It’s dangerous. It delays progress. It dulls urgency. It makes inaction look like leadership.