Greenwashing is making something seem more ethical and sustainable than it actually is.  At best, this means over-inflating a small benefit into something that seems significant. At its worst, it’s out and out lying that can make something sinister and damaging sound benign or positive.

Whilst some greenwashing claims can seem relatively minor, it’s dishonest and designed to trick customers into spending money with a company, when they may actually be at complete odds with their beliefs.

Greenwashing is the process of conveying a false impression or providing misleading information about how a company's products are more environmentally sound. Greenwashing is considered an unsubstantiated claim to deceive consumers into believing that a company's products are environmentally friendly.

For example, companies involved in greenwashing behavior might make claims that their products are from recycled materials or have energy-saving benefits. Although some of the environmental claims might be partly true, companies engaged in greenwashing typically exaggerate their claims or the benefits in an attempt to mislead consumers. Greenwashing is a play on the term "whitewashing," which means using misleading information to gloss over bad behavior.

KEY TAKEAWAYS

Greenwashing is an attempt to capitalize on the growing demand for environmentally sound products. Greenwashing can convey a false impression that a company or its products are environmentally sound. Genuinely green products back up their claims with facts and details.

Will Kenton - Investopedia

Greenwashing is particularly damaging not only because it doesn’t help the people its supposed to help or stop the thing it’s supposed to stop, but it also damages consumer confidence and makes people think twice before trying to shop more ethically.

In the case of jewellery, being hoodwinked into shopping with a company who don’t actually source their products ethically could mean you’re supporting oppressive governments and people who knowingly send children down dangerous mines to dig with their bare hands for gold and gemstones.

This sounds dramatic but its true, sadly.  Many of the materials used in jewellery come from poor countries where people have little choice but work in dangerous conditions. 

The jewellery industry is built on trust and unfortunately, that trust is frequently abused by brands.  It’s much cheaper and easier for a brand to change some wording on their website or launch a social media campaign that fudges the issues or looks to divert attention away from them than it is to make real change to their supply chain.

There are options, both Fairtrade and Fairmined gold offer gold from mines that uphold high standards of workers right, implement environmental safeguards and where miners and communities are supported by guaranteeing a fair price for the product they produce.