Journal

Greenwashing no longer shocks anyone. It doesn’t look like an outright lie. It doesn’t feel like deception. Most of the time, it arrives softly—wrapped in the language of care, progress, and responsibility. A muted colour palette. A leaf icon. A promise to do better and a big claim.

We want to trust that “ethical” means justice — that a company selling goods labeled as ethically produced is uplifting workers, paying fair wages, and protecting human dignity. We hope that when we buy something labeled ethical, we are voting for a better system, not just consuming another product.

We are told we have power. That every purchase is a vote. That our wallets can change the world. That if enough individuals make the right choices, markets will respond, corporations will adapt, and the system will slowly correct itself.

People care about the environment. They care about slowing down climate change, defending social justice, protecting animals, and treating others with kindness. But caring has become exhausting.