🌿 How to Tell If a Brand Is Actually Sustainable (And What Greenwashing Looks Like)

Sustainability is everywhere these days—on labels, ads, product descriptions. Brands are falling over themselves to look eco-friendly. But how can you tell if they actually are?

Whether you’re shopping for gifts, skincare, or home goods, here's how to spot the real deal—and how to sniff out the BS (we’re looking at you, "eco-style plastic").

🚩 First, What Is Greenwashing?

Greenwashing is when a brand tries to look environmentally responsible—but it’s mostly smoke and mirrors. They’ll throw words like natural, clean, earth-friendly, or green on a product, but when you look closer, it’s full of plastic, synthetic junk, and zero transparency.

They talk the green talk… but don’t walk the eco-walk.

✅ 6 Ways to Tell If a Brand Is Truly Sustainable:

1. They’re Transparent About Their Materials

A sustainable brand will tell you exactly what’s in their products—and why. Look for ingredient lists, material sourcing info, and clear explanations (like “organic cotton” vs. just “soft”).

👉 Example: We use 100% recycled canvas in our totes and organic flaxseed + lavender in our eye pillows. You’ll always know what you’re getting.

2. They Use Recycled or Low-Waste Packaging

Is that "eco" lip balm tube plastic-wrapped like a snack cake? Yikes.

Truly sustainable brands reduce or eliminate unnecessary packaging. Think: recycled paper, compostable mailers, minimal plastics, and zero glitter-coated nonsense.

3. They Make Products in Small Batches

Mass production is rarely sustainable. Small-batch makers use less energy, reduce waste, and avoid overproduction. Bonus: it usually means higher quality and more love in each item.

4. They Prioritize Reusability

One-and-done products are out. Look for items that are refillable, multipurpose, or designed to last. (If your candle jar is too pretty to throw away—you’re doing it right.)

5. They Talk About Sustainability Honestly

A legit brand doesn’t pretend to be perfect. Instead, they’re real about what they’re doing now and what they’re working on. Watch out for vague phrases like “planet positive” or “eco packaging” with no proof to back it up.

👉 Ask: Is there a page on their site about sustainability? Do they tell you where things are made?

6. They Support People, Not Just the Planet

Sustainability isn’t just about trees. It’s also about ethical labor, fair wages, and supporting local or women-owned businesses. A brand that cares about the planet usually cares about people too.

🧼 TL;DR: Greenwashing = Buzzwords Without Backing.

Sustainable brands:

• Are specific, not vague

• Use recycled or natural materials

• Avoid plastic overload

• Produce in small batches

• Share their values openly

• Don’t pretend to be perfect—they’re doing their best, and that’s real.

💌 Want to Shop Small & Sustainable?

At Just Because Co., we make gifts, paper goods, skincare, and home items that are small-batch, low-waste, and made with real ingredients (and real love).

👉 Check out our collections and feel good about your next little splurge.