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This is important. Greenwashing is, sadly, a sustainability buzzword you’re likely all too familiar with. Also known as ‘green sheen’, it’s a term bandied around the eco-sphere almost as often as plastic free, zero waste and, well, Greta Thunberg. But, question: would you be able to confidently define it to a group of friends, and, more importantly, are you capable of spotting a brand, business or person actually doing it? The answer is likely no – most people wouldn’t. One recent Good Housekeeping Institute poll found that more than 85% of readers didn’t know the meaning. Greenwashing, by definition, is meant to be subtle and deceptive, pulling the wool over your eyes when it comes to best eco-friendly practice.

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