With eco-credentials now high on everyone’s agenda, buzzwords such as “slow,” “conscious,” and “thoughtful” are everywhere. While these terms are well-intentioned, their overuse has made it increasingly difficult for consumers to distinguish between genuine action and clever marketing. When words are used too loosely—or without context—they risk becoming vague, misleading, and ultimately meaningless.
The same is true of labels such as “sustainable” and “ethical.” These terms have no universally agreed or legally binding definitions, which means they can be used freely by brands without the need to provide clear evidence. It’s hardly surprising that this leaves consumers confused and uncertain about what, or who, to trust.
Understanding what these words actually mean—and just as importantly, what they don’t mean—is essential if we want to make more responsible purchasing decisions. As consumers, we have the power to question, challenge, and hold brands accountable for the claims they make.
Recognising the growing issue of greenwashing, the Financial Conduct Authority (FCA) has proposed a new general anti-greenwashing rule, stating that:
“Sustainability-related claims must be clear, fair and not misleading.”
This marks an important step towards greater transparency and accountability. But regulation alone is not enough. Education and awareness play a crucial role in helping consumers navigate sustainability claims with confidence.
The following slides break down commonly used terms, highlight key differences, and explain what to look for—using clear examples, imagery, and diagrams—to help you make more informed choices.
