Greenwashing in the Washroom – are Eco-Friendly Products all They Appear?

With sustainability a key focus across all sectors, many brands are now engaging in ‘greenwashing’ – the practice of misleading consumers by exaggerating environmental benefits. This marketing tactic is particularly common in washrooms, where many products often mask the truth about their eco credentials. In contrast, Smart washrooms, equipped with advanced sensors and water-saving technology, provide a truly sustainable alternative that consumers can trust.

Sustainability is a major selling point for companies across all industries. With more and more consumers looking for eco-friendly alternatives, brands have adopted so-called ‘green marketing’ strategies to appeal to the environmentally conscious.

However, eco-friendly claims are not always as they seem. Many companies use clever marketing tactics to make a product appear more environmentally friendly, or less environmentally damaging, than it actually is. This deceptive practice has given rise to the term ‘greenwashing’.

What is greenwashing?

Greenwashing is when a company or product presents themselves as environmentally responsible, when their practices may be far from sustainable. Through clever branding and marketing, they give a false impression or provide misleading information which is intended to fool consumers into thinking they are making a positive environmental choice.

For example, a product may claim to be made from ‘recycled materials’, when in fact only a very small percentage of its components are actually recycled. Cleaning products are commonly accused of greenwashing, using wording such as ‘eco’ or ‘plant-based’, when in fact, the ingredients list reveals many environmentally damaging chemicals.

Greenwashing in the washroom

Within the washroom space, sustainability is a common marketing angle. And with good reason – traditional washrooms are notorious for contributing to excessive waste. From over-flushing and leaking taps through to wasted paper towels and harsh cleaning products, busy washrooms can significantly contribute to a building’s environmental footprint.

In response, many companies label their products and fixtures as ‘water saving’ or ‘truly sustainable’. But are they really as green as they claim?

Smart washrooms – the future of sustainability?

Smart washroom technology provides a solution to the misconception that surrounds eco-friendliness. Integrating genuinely sustainable technology, Smart washrooms are designed to reduce water consumption, save energy, and offer real-time monitoring of resource usage to reduce waste. Let’s look at a few examples:

Sinks, taps and faucets

Many modern faucets feature push taps, which release a flow of water for a pre-determined amount of time. While these taps may prevent users from leaving taps running when they leave the room, they aren’t always as eco-friendly as they seem.

Many are timed for very short periods, not allowing the user sufficient time to wash their hands properly. As a result, they are pushed ‘on’ again numerous times, resulting in greater water wastage.

The solution? Smart sensors which can monitor flow and automatically shut off water when not in use. In addition, low-flow faucets and aerated taps can be added, further reducing water use without compromising performance.

Smart washroom solutions also feature water metering systems, integrated technology which can track how much water is consumed. By providing detailed usage data, FM teams can optimize water consumption and detect leaks or inefficiencies immediately.

Toilets

Low-flush or dual-flush toilets have been marketed as a significant eco-friendly innovation within the washroom. While the technology does reduce water consumption when used properly, studies have found that many systems are inefficient due to user error. Users often flush multiple times when the low-flush option doesn’t appear to clear waste effectively, negating any water saving capabilities.

The solution? Sensor driven toilets can detect usage, helping to reduce both water and energy consumption. The systems are not only more efficient but eliminate manual operation which can lead to wasted resources.

Taking it a step further, Waterless urinals offer a truly environmentally friendly product, reducing water usage to zero. Featuring a one-way, non-return hygiene valve and a bio-cartridge with biological enzymes which prevent odours below and above the bowl, the system eliminates the need for water altogether. The innovative design not only significantly reduces washroom water consumption, but cuts utility bills, as well as the maintenance requirements and operational costs associated with water usage.

Soap and paper towel dispensers

Paper towels are often sold as being made from recycled materials, but thanks to the energy and water used in their production and transportation, have a significant carbon footprint. And when stocked in conventional dispensers, consumers tend to take many more than are actually needed, contributing to additional waste which ends up in landfill.

Soaps are another offender. Although they may claim to have natural fragrances or plant-based ingredients, they often contain harmful substances which affect water quality and harm aquatic ecosystems. Traditional soap dispensers also allow users to over-use the product.

The solution? Sensor driven technology which controls the amount of product being dispensed. When added to paper towel dispensers, sensor technology reduces overuse of this ‘single use’ item and cuts overall wastage. When added to soap dispensers, the system dispenses just the right quantity, reducing the amount of environmentally damaging product that is being washed down the drain.

Smart washrooms: the only truly sustainable solution

While many washroom products and solutions claim to be eco-friendly, they may simply be greenwashing. Consumers need to be aware of superficial efforts which appear environmentally responsible, but in reality, offer no real sustainability benefits.

Smart washrooms offer a genuinely sustainable solution. With built-in water-saving features and usage sensors to monitor and reduce consumption, the technology represents the future of eco-friendly facilities.