The problems of greenwashing within the living wall industry.

By Joshua Egerton

Greenwashing is a practice that many companies engage in, where they exaggerate or misrepresent the environmental benefits of their products or services. Unfortunately, the living wall industry is not immune to this problem. In fact, greenwashing is becoming increasingly common within this industry, which is a concern for those who are looking to make sustainable choices.

One of the biggest problems with greenwashing within the living wall industry is the lack of transparency. Many companies make vague or misleading claims about the environmental benefits of their living walls, without providing any concrete evidence to back up those claims. For example, a company might claim that their living walls are "sustainable" or "eco-friendly," without explaining what that actually means or how they have arrived at those conclusions.

Another problem with greenwashing in the living wall industry is the use of misleading marketing language. Companies may use terms like "green" or "living" in their product names or descriptions, which can give the impression that their living walls are more environmentally-friendly than they actually are. Similarly, some companies may use images of plants and nature in their marketing materials, even if their living walls are not actually very eco-friendly or sustainable.

A third issue with greenwashing in the living wall industry is the lack of regulation. There are currently no industry standards or regulations in place that govern the environmental claims that companies can make about their living walls. This means that companies are free to make any claims they want, regardless of whether or not they are accurate or backed up by evidence.

So what can consumers do to avoid falling victim to greenwashing in the living wall industry? The first step is to do your research. Don't just take a company's claims at face value – look for evidence to back up those claims. You should also be wary of companies that use vague or misleading language in their marketing materials, and be sure to ask questions if you're unsure about the environmental impact of a particular living wall product.

Another way to avoid greenwashing in the living wall industry is to choose products from companies that are transparent about their environmental practices. Look for companies that provide detailed information about their manufacturing processes, sourcing, and materials, and that are open about their sustainability goals and progress.

Ultimately, the problem of greenwashing in the living wall industry highlights the need for greater transparency, accountability, and regulation in this area. By being informed and proactive consumers, we can help to promote sustainable practices and hold companies accountable for their environmental claims.