Greenwashing

Opinion piece argues Gen Z consumers are rejecting greenwashing marketing tactics

An Entrepreneur contributor opinion piece contends that young consumers now routinely fact-check sustainability claims using social media, supply-chain research and corporate filings before trusting a brand. The author argues vague eco-labels and unproven green marketing no longer work and instead trigger public backlash. The piece urges startups to disclose trade-offs honestly rather than present polished but unverified claims.