Greenwashing in Baby Products: What to Watch for in 2025

By Tariq Salim, Ethical Practices Correspondent | Ethics & Impacy Column | Childcare Standards Council

In 2025, the eco conscious parent faces a peculiar dilemma: how to ensure the baby products they buy are truly ethical and sustainable, not just dressed up to look that way.

With the booming demand for greener goods, many brands have embraced sustainability, but not all with honesty. The term for this growing issue is greenwashing, and it’s something every parent and carer should be aware of.

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What Is Greenwashing?

Greenwashing is when a company markets itself or its products as environmentally friendly when, in reality, they are not making any meaningful changes, or worse, they’re engaging in practices that harm the environment. This deceptive marketing strategy can include vague labels, selective facts, or even fabricated certifications.

When it comes to baby products, from nappies to skincare to toys, the stakes are high. Babies are more vulnerable to toxins, and many parents are willing to pay a premium for products they believe are safe and ethical. Greenwashing exploits this trust.

Why Baby Products Are a Target for Greenwashing

The baby care market is uniquely positioned. Parents are looking for gentle, non toxic, and sustainable options, especially in light of increasing awareness about plastic waste, chemical exposure, and climate change. This makes the sector ripe for exploitation.

For example, a disposable nappy brand may claim to be “eco” because it uses plant based materials, yet the product still ends up in landfill and takes hundreds of years to decompose. Or a baby wash labelled “natural” might contain only a trace amount of a natural ingredient alongside synthetic, petroleum derived compounds.

Common Greenwashing Tactics in 2025

Here are the red flags to watch for:

1. Vague Buzzwords

Words like eco friendly, green, natural, or non toxic can be powerful, but without context, they are meaningless. These terms are not regulated in many countries and can be used freely without evidence.

Look for specifics. What makes the product eco friendly? Does the brand explain their sourcing, manufacturing, and packaging?

2. Fake or Irrelevant Certifications

In 2025, the proliferation of eco labels has made it easier for companies to display a seal or certification that looks legitimate, but may be self awarded or completely fabricated. In some cases, the label might be real but irrelevant (e.g., an organic certification for a plastic toy).

Research the certifier. Trusted labels include OEKO TEX, Soil Association Organic, GOTS (Global Organic Textile Standard), and Fairtrade International.

3. Selective Transparency

Brands might highlight a single sustainable action, like using recycled cardboard for packaging, while hiding the fact that the product itself contains harmful materials.

Investigate the whole lifecycle of the product: ingredients, production methods, transportation, and end of life disposal.

4. Aesthetic Trickery

Green colour palettes, earthy designs, and images of leaves or babies in nature are used to visually associate a product with sustainability, even if there’s nothing behind it.

Don’t judge a product by its cover. Read the label thoroughly and question the claims.

5. Carbon Offset Distraction

Some brands now boast about carbon offsets instead of making real changes. While offsetting is not inherently bad, it can be used to distract from harmful practices elsewhere in the supply chain.

Look for direct emissions reductions and evidence of operational sustainability.

What Ethical Parents Can Do in 2025

Navigating greenwashing isn’t easy, especially for busy parents. But being mindful of a few strategies can make a significant difference.

• Do your research. Use independent resources and ethical brand directories to evaluate a company’s claims.

• Support brands with clear policies. Trust those that publish sustainability reports, ingredient sourcing, ethical labour practices, and certifications.

• Ask questions. Ethical brands are usually happy to answer queries and explain their practices.

• Buy less, choose well. Sustainability often starts with reducing consumption. Reuse, swap, or buy second hand where possible.

Brands Taking a Stand Against Greenwashing

In 2025, several baby brands are stepping up and leading the way with genuine ethical commitments. Companies like Little Earthlings, NappyKind, and Green Sprout UK are transparent about their supply chains, use certified materials, and actively reduce waste and emissions.

It’s also worth noting that some large, previously questionable brands are beginning to adapt due to consumer pressure. However, scrutiny is still essential.

The Bigger Picture: Policy and Regulation

There is increasing movement towards tightening regulations on greenwashing. In the UK, the Competition and Markets Authority (CMA) continues to crack down on misleading environmental claims. The Green Claims Code, introduced in 2021 and strengthened since, provides guidance on making accurate eco statements.

Still, enforcement is uneven, and parents must stay vigilant until stricter international standards are enforced across the board.

Final Thoughts

The rise of greenwashing in baby products is a challenge, but not an insurmountable one. As ethical consumers, parents can wield real influence by asking the right questions, demanding accountability, and supporting truly sustainable brands.

In 2025 and beyond, protecting our children means protecting their future, and that includes making sure the products we use on their bodies, in their nurseries, and in their daily lives live up to the values they promise.