How to Shop for Truly Eco-Friendly Cleaning Products #2

In recent years, there has been a growing interest among consumers to make more environmentally sustainable choices in the products they purchase, including cleaning agents. This increased awareness stems from concerns over the impacts that conventional cleaning products can have on human health and the environment. Many conventional cleaners contain ingredients like volatile organic compounds (VOCs), which can contribute to air pollution. There are also concerns around ingredient toxicity and impacts on water quality when chemicals are rinsed down the drain.

As consumers become more educated on these issues, many are seeking out cleaning products that are plant-based, biodegradable, VOC-free, non-toxic, or certified eco-friendly. Brands have an opportunity to promote sustainable choices by improving transparency, educating consumers, and making it easier for shoppers to identify environmentally preferable options. This article will explore strategies that manufacturers, retailers, and other stakeholders can use to promote sustainable cleaning choices.

Background on Environmental Impact

Conventional cleaning products often contain chemicals that can be harmful to the environment when they run off into waterways and ecosystems. Some key chemicals of concern include:

• Phosphates – Found in many detergents and cleaning agents, phosphates provide cleaning power but also contribute to algae blooms and dead zones in lakes and rivers when they run off. Excess algae depletes oxygen levels needed by aquatic life.

• Ammonia – Used in glass and window cleaners for its grease-cutting ability, ammonia can be toxic to fish and other organisms.

• Chlorine – The active ingredient in bleach and other disinfectants, chlorine is extremely effective at killing germs but also harms wildlife and produces toxic byproducts.

• Fragrances – The “fragrance” listed on many cleaning product labels can contain hundreds of undisclosed chemical ingredients, some of which persist in the environment.

The extent of the issue is significant. One study estimated that home cleaning products result in 26 billion pounds of chemicals being flushed into wastewater systems annually in the U.S. alone. Even small amounts of cleaning product residue can combine to have major impacts over time.

Consumer Awareness and Perception

Consumer awareness and perception of the environmental impact of cleaning products is varied and often misguided. Many consumers are skeptical of claims of “green” or “natural” products, believing them to simply be marketing ploys known as “greenwashing.” Surveys have shown high levels of consumer confusion around ingredients in cleaning products and their environmental effects.

For example, a 2022 survey by the American Cleaning Institute found that while 65% of consumers claim to look for environmentally friendly products, only 23% could correctly identify plant or mineral-based ingredients as being more sustainable. There remains a perception that traditional cleaning agents like bleach are more effective, even if they have a larger carbon footprint.

This highlights the vital need for clear education and information for consumers to make truly informed choices. Product labels should highlight sustainability credentials in a transparent, easy-to-understand manner. Manufacturers also have a responsibility to communicate the environmental impacts through mainstream advertising and social media campaigns. Ongoing consumer engagement and myth-busting around product claims and ingredients is key.

Product Labelling and Certifications

Ecolabels and third-party certifications have emerged as a way for manufacturers to communicate the environmental attributes of cleaning products to consumers. Some of the major ecolabels in this space include:

EPA Safer Choice – This label indicates a product contains ingredients that are safer for human health and the environment. To qualify, products must meet criteria around toxicity, biodegradability, and other factors. Safer Choice helps consumers identify products with safer chemistries. However, it does not guarantee a product is 100% safe or environmentally-friendly.

EWG Verified – This mark from the Environmental Working Group indicates a product meets strict standards for human health and reduced toxicity. EWG conducts a thorough review of all ingredients and product safety. Their verification aims to provide transparency and hold manufacturers accountable. However, some critics argue EWG’s standards are not science-based.

Cradle to Cradle Certified – With a focus on designing for the circular economy, this label evaluates products across five categories: material health, material reutilization, renewable energy use, water stewardship, and social fairness. It takes a comprehensive, lifecycle approach to assess environmental impacts. But the certification process can be extensive and costly.

Green Seal – This nonprofit’s certification evaluates products against science-based standards for reduced toxicity and environmental impacts. Green Seal considers many attributes spanning ingredients, packaging, and manufacturing practices. However, some argue its criteria could be more stringent in certain areas.

These ecolabels, combined with ingredient transparency, help provide consumers with more complete information to evaluate cleaning products. However, with many different seals and claims, it can also contribute to greenwashing and consumer confusion. Third-party verification from reputable auditors helps lend credibility. But increased transparency from manufacturers is equally important.