Who is greenwashing us?
We examine brands, packaging, and sustainability claims to uncover where environmental responsibility ends and marketing begins.
Brands Under the Lens
Two Ways to Read Sustainability Claims
Marketing Perspective
We examine how brands frame sustainability through messaging, packaging, visual symbolism, and consumer psychology — focusing on how perception is shaped.
Financial Perspective
We analyze whether sustainability claims are supported by measurable investment, disclosures, supply-chain changes, and long-term business commitments.
Insights & Analysis
Marketing
Why Green Packaging Works (Even When It’s Misleading)
How color, language, and symbols shape sustainability perception.
FinanceESG Reports vs Reality
What sustainability numbers reveal — and what they hide.
Consumer PsychologyHow Consumers Interpret “Eco-Friendly” Claims
The psychology behind trust, labels, and green messaging.