The challenge of true sustainability: Why greenwashing is blocking real innovation

Sustainability is one of the most important selling points today — at least at first glance. But anyone who deals with this more intensively realizes how difficult it is to establish truly sustainable innovations. The flood of supposedly “green” products has not only affected consumers' trust in sustainability advertising promises, but has also blocked the visibility of genuine, sustainable alternatives. The problem behind it: greenwashing.

What is greenwashing?

Greenwashing describes the practice of presenting products or companies in a more environmentally friendly way than they actually are. A few green keywords or images are often enough to give the impression that a product is sustainable. On closer inspection, these products are barely more environmentally friendly than conventional environmentally harmful products. The result: Consumers are deceived and truly sustainable approaches are lost in the mass of green-washed products.

Why real sustainability is lost in the market

The dominance of greenwashing products has far-reaching consequences — for the environment, consumers and for companies that drive true sustainable innovations.

1. Loss of consumer confidence:
   Consumers are becoming skeptical. Time and again, they are confronted with supposedly sustainable products which, on closer inspection, barely deliver what they promise. As a result, companies that offer truly sustainable solutions also suffer.
2. Lack of visibility:
   Real innovation needs space to develop and become visible. But store shelves are often dominated by established brands that only rely on “green” on the surface. Instead of focusing on innovation and verifiable sustainability, short-term economic interests often decide what goes on the shelf. As a result, new solutions are not given a chance from the outset.
3. Inadequate testing of new products:
   Applications for new products are often rejected across the board without the unique benefits being really examined. Innovations that could actually make a difference go down so easily. At the same time, products that are far removed from true sustainability are finding their place on the shelves — primarily as a result of strong marketing campaigns.
4. The price of true sustainability:
   Sustainable materials, fair production conditions and innovative approaches come at a price. These products are often more expensive to produce than their conventional counterparts and must compete with green blinders, which can usually be offered more cheaply.

The razor case: A specific example

Billions of cartridges are sold every year, which consist almost exclusively of fossil plastic. These cartridges are neither recyclable nor environmentally friendly to dispose of. The result: tons of plastic waste that pollutes our environment.

Our solution? “It has what it says on it.” The world's first system razor with cartridges made from TÜV-certified 99% bio-based material.

By using bio-based materials instead of fossil plastic, we are not only significantly reducing our CO₂ footprint, but also creating a sustainable alternative that offers real added value.

In principle, our biobased material is biodegradable. But unlike many manufacturers, we deliberately do not emphasize this point. Why Because biodegradability does not mean that products can be safely disposed of in nature.

It is important to dispose of bio-based products correctly to protect the environment. Biodegradability is a good feature, but it should never be understood as an invitation to carelessly throw things away.

In addition, there is our deliberate avoidance of chemically contaminated gel strips, which are both environmentally harmful and hazardous to health. Yet it is difficult to bring such innovations to market as big brands continue to dominate the market and promote their products with superficial greenwashing.

What needs to change?

For true sustainability to have a chance, fundamental changes are needed:

1. Stricter standards and tests:
   It must be clearly defined which criteria a product must meet in order to be considered sustainable. Independent certifications from institutions such as TÜV can provide guidance and create trust here.
2. More transparency:
   Consumers must be able to understand what is really behind a product. Open information on materials, supply chains, and production conditions is crucial.
3. Space for innovation:
   Retailers and platforms should actively give innovative, sustainable products an opportunity. The current practice of keeping product ranges static and giving new products little or no space at all is blocking progress and consumer protection. Flexible shelves could help to integrate innovative product solutions on a larger scale.
4. Clarification instead of empty promises:
   Companies that pursue true sustainability must educate, not just sell. Consumers should understand why a product is more sustainable and what difference it can make.

Our appeal: Make sustainability the norm

It is high time to clearly explain the difference between greenwashing and true sustainability. This is the only way we can promote sustainable consumption and overcome the challenges of our time. Companies that drive true innovation and sustainability deserve visibility and support. Sustainability must not remain a trend — it must become the norm.

‍