Posted By: Tay Roberts
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Posted On: 7/10/2025
It’s no secret more people are paying attention to what’s in the products they use. From PFAS “forever” chemicals and phthalates to parabens, toxic synthetic fragrances, ammonia, and more, new (and growing) awareness of harmful ingredients has a lot of consumers rethinking the brands they support.
And it’s changing the way families clean. According to Nielsen IQ’s 2024 State of Wellness and For Better™ Products market analysis, 45% of consumers are looking for products with safety precautions such as antibacterial properties, non-toxic ingredients, and disinfectant abilities.
Something else the report found? People want solutions that not only clean effectively but also contribute to a healthier home. Think everything from air-purifying sprays to non-toxic surface cleaners that reduce exposure to allergens and irritants.
Brands are paying attention. Enter: Greenwashing.
The definition of greenwashing is the practice of deliberately misrepresenting how environmentally friendly a product or company is. Examples of greenwashing tactics include deceptive marketing strategies, using vague claims or terms like “natural” without substantiation, exaggerating sustainability efforts, or otherwise taking advantage of consumers' desire for products that minimize harm.
Companies greenwashing isn’t new–and it’s not going away, either. A staggering 70% of companies in the U.S. and 58% of those globally admit to greenwashing. What’s driving it? A growing number of businesses are trying to cash in on consumers’ shift toward more responsible, eco-conscious products.
And while it may be good for business in the short term, the long-term consequences of exposure well outweigh the risks. NIQ’s market study found that 77% of consumers will quit brands that are guilty of greenwashing.
Then there are the legal issues. In 2020, Windex, owned by S.C. Johnson & Son, faced a class-action lawsuit alleging its “non-toxic” labeling was deceptive since its products contain potentially harmful ingredients. The company settled for $1.3 million.
Sunshine Makers, the owner of Simple Green, agreed to pay $4.35 million to settle a class-action lawsuit claiming its Simple Green All-Purpose Cleaner and other products were not non-toxic as advertised.
And in 2022, S.C. Johnson & Son agreed to pay $2.25 million to settle a class-action lawsuit, this time for misleading labeling related to its popular cleaning brand Method, which is labeled non-toxic but includes ingredients that can be harmful to humans and the environment.
These are just a few examples of companies accused of greenwashing. Deceptive greenwashing marketing tactics aren’t just misleading and costly–they’re dangerous. They put people’s health at risk and make it harder for consumers to make informed choices about the products and ingredients they bring into their homes.
Understanding marketing and ingredient red flags can help ensure you don’t get duped by misleading claims and packaging. Here are common greenwashing tactics to look out for.
Unverified certifications Some brands create logos that give the false impression they are certified safe or sustainable, when in reality, they aren’t verified by trusted, industry-recognized third parties.
Green-colored packaging or branding Green packaging, leafy designs, and nature-inspired branding are often used to signal that a product is environmentally friendly, even when it’s not.
Vague scent terms The U.S. does not currently require companies to provide information about components that make up a fragrance on ingredients lists. As a result, cleaning, candle, and cosmetic companies use the terms “fragrance” or “parfum” to hide toxic chemicals used to create their scents.
“Natural” but harmful There are plenty of ingredients that are naturally occurring but can still be toxic or harmful to people or the environment. Using “natural” to refer to these compounds as a way to indicate that they are safe is a form of greenwashing.
At Truly Free Home, our mission is simple: to give every family access to safe, powerful, non-toxic cleaning products that don’t compromise their health while lowering their environmental impact.
We stay true to that mission by leading with transparency.
Instead of harmful chemicals, our products rely on patented Quadrasalt Technology to tackle tough messes without irritating the skin, the respiratory system, or otherwise putting your family’s health at risk. And our scented formulas get their delightful aromas from essential oils like eucalyptus and lavender. (Check out our Laundry Wash and Dishwasher Soap on the Think Dirty app, a resource moms use to vet ingredients in the products they use.)
What you’ll never find on our ingredients lists? Chlorine bleach, phosphates, nonylphenol ethoxylate, sodium lauryl sulfate, 1,4-dioxane, phthalates, parabens, dyes, fillers, thickeners, formaldehyde, or toxic chemical fragrances.
If you ever have a question about something that’s in our products, get the details on our ingredients list.
To reduce plastic waste, our products come with reusable forever jugs and spray bottles, and refill pouches. So when you run out of cleaning solution, no need to throw away your jug or bottle, simply empty a new pouch into the container, top it with water, and you’re back in business.
And since starting the company, we’ve reduced the amount of plastic used in our pouches by 30%, and depending on local guidelines, you may be able to recycle them, too.
We don’t believe in shortcuts, secrets, or spin, so there’s no need for greenwashing, because we have nothing to hide. Truly Free Home’s commitment to honesty, ingredient transparency, and real results means you can feel confident about every product you bring into your home.
Tay Roberts, a mom of two and Northern Michigan native, is a non-toxic living advocate, sustainability enthusiast, and holistic wellness champion. As a social media manager and product educational specialist at Truly Free, Tay blends her personal values with professional expertise to inspire others towards healthier choices. Through engaging content and strategic campaigns, she educates and empowers individuals to make informed decisions that prioritize well-being and the planet's health. Tay's commitment to fostering a community centered around conscious living shines through in her digital presence, making her a beacon of inspiration for a healthier, happier tomorrow.
