Sustainability or Just a Marketing Tactic? Understanding the Reality of Greenwashing

What is greenwashing, and why does it matter? Sustainability strategist Poorva Awasthi explains how ambitious green promises can fall short without concrete action, measurable progress and genuine environmental responsibility.

Post Published By: Aditya Wadhawan

Updated : 23 October 2026, 9:21 AM IST

Sustainability strategist Poorva Awasthi explains why greenwashing is a growing concern and why environmental promises must be backed by meaningful action. (Images: X)

New Delhi: Sustainability has become a major talking point for businesses and organisations, but are their environmental commitments translating into meaningful action. Sustainability strategist Poorva Awasthi highlights the importance of understanding greenwashing, a practice that can create an impression of environmental responsibility without corresponding efforts to achieve sustainability goals.

Green और Eco-Friendly का असली सच! What is Greenwashing? | Dynamite News

क्या Eco-Friendly और Green लिखे प्रोडक्ट्स वाकई पर्यावरण को बचा रहे हैं, या यह सिर्फ एक मार्केटिंग का खेल है? आजकल कई ब्रांड्स और कंपनियां खुद को 'Sustainable' बताकर प्रोडक्ट्स बेचती हैं, लेकिन असलियत में यह सिर्फ Greenwashing हो सकता है!

Presenter: Poorva Awasthi (Sustainability Strategist)

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— डाइनामाइट न्यूज़ हिंदी (@DNHindi) October 23, 2026

What Is Greenwashing; Understanding the Gap Between Claims and Action

Greenwashing refers to creating an image of being environmentally responsible without taking sufficient, measurable steps to support those claims. As Poorva Awasthi explains, it can involve projecting strong aspirations to be green and responsible while falling short of delivering tangible results. The concern is not simply about what an organisation says about sustainability, but whether its actions align with its promises. Environmental commitments may sound impressive, but without clear targets, practical measures and measurable progress, they risk remaining statements of intent rather than becoming meaningful change.

Why Sustainability Promises Need Real Action

As sustainability becomes increasingly important to consumers, businesses and policymakers, credible environmental commitments matter more than ever. Claims about being eco-friendly or environmentally responsible need to be supported by genuine initiatives and transparent reporting. A company may communicate ambitious green goals, but the real test lies in how it works towards them. Without concrete action, sustainability messaging can create a misleading impression of progress.

Moving Beyond Green Claims to Meaningful Change

Addressing greenwashing requires a stronger focus on accountability, transparency and measurable outcomes. Organisations must demonstrate how their sustainability strategies translate into real-world action instead of relying solely on ambitious statements or environmental branding. Poorva Awasthi's perspective underscores an important distinction, expressing an intention to become sustainable is not the same as actively working towards it. Genuine sustainability requires more than positive messaging; it calls for consistent efforts that match the promises being made.

Ultimately, understanding greenwashing is essential to ensuring that sustainability remains focused on real environmental responsibility rather than appearances.