Common patterns in misleading environmental marketing.

Greenwashing

Keenly Green does not assume every claim is dishonest. We look for the gap between what a claim appears to mean and what the evidence demonstrates.

Strong Greenwashing Pattern

Vague Environmental Claims

Words like "eco-friendly," "natural," and "clean" carry a positive impression without a checkable definition -- the FTC specifically warns against unqualified general environmental claims.

Read the evidence