Nutrient Greenwashing: Why the Deception in Nootropic Claims

Many nootropics today boast of being "Eco-Friendly," "Organic," or "Sustainable."

As pressing issues (climate change, pollution, over-exploitation of natural resources) push the world towards a more eco-aware approach, many brands in the nootropics industry are either genuinely adopting green practices or exaggerating their green efforts.

Let's face it. The nootropics industry is a lucrative one. And for years, we have seen a surge in demand for 'natural' and 'organic' products. But with this demand comes the temptation for brands to portray their products as more environmentally friendly or healthier than they truly are.

First things first: what is greenwashing?

A whopping 83% of Americans are concerned about the environmental impact of products they buy and say it's important for companies to develop more environmentally friendly products.¹

No wonder nutrient greenwashing has become such a problem. But what exactly is "greenwashing"?

This tactic allows companies to potentially maintain or increase their environmentally dangerous activities, capitalizing on environmentally conscious consumers' good intentions.

Interestingly, the term "greenwashing" originated in 1986 from an essay by environmentalist and then-student Jay Westerveld. During a stay in a Fiji hotel, Westerveld observed signs urging guests to reuse towels to benefit the environment—a move that would also reduce the hotel's laundry costs. (Ironically, this same hotel, located near a delicate island ecosystem, was undergoing expansion at the time.) 

And when it comes down to the nootropics industry, this trend isn't just about misleading eco-claims. The challenge with greenwashing is that it may sometimes create misconceptions about a product.

For instance, some brands use radiation to eliminate bacteria in ingredients, yet still label the product as 'natural.' 

But radiating is far from 'natural'. (!) It raises concerns not just about the genuineness of the 'natural' claim but also about the potential health implications of consuming such products.²

Similarly, a nootropic may sport the 'organic' label. Still, only a tiny fraction of its ingredients meet the organic criteria. Customers, believing they're making a healthier choice, may unknowingly consume nootropics that don't align with their wellness goals. An 'organic' label can sometimes be misleading, so always scrutinize the nutrients list.

Do sustainable nootropics even exist?

When evaluating the eco-friendliness of our dietary choices, we often overlook nootropics. The notion of a sustainable nootropic might seem odd, given such capsules' seemingly negligible environmental footprint, right? Well, the environmental implications of these small tablets are far from insignificant.

Consider Omega-3 as an example. Omega-3 supplements are notorious for their environmental impact. The demand for fish-derived Omega-3 has surpassed the available fish stock, resulting in dwindling fish populations. And overfishing has even pushed some marine species to the brink of extinction.

So, how can one discern if a brand is genuinely reliable? Well, at HCF®, we believe transparency is paramount. Brands should be committed to revealing the complete narrative. They must thoroughly explore their choices and their implications for the environment and clientele.

We believe that the industry's move towards 'green' is a necessary step, but it should be framed within genuine sustainability. Essentially, it boils down to the comprehensive impact of a brand's choices—looking at the bigger picture without any concealed compromises or clever marketing ploys. 

Decoding nutrient greenwashing jargon.

Many marketing slang terms are widely known and accepted by the consumer. But when businesses use confusing and empty jargon, nutrient greenwashing isn't far off.

The bottom line.

In essence? When it comes to sustainable products and eco-friendly marketing, it's important to identify brands that genuinely lead the way. Seek out those that offer a clear view into their decision-making, including their sustainable initiatives, as they progress.

Do your research and ensure your values resonate with brands that prioritize transparency. From there, you can determine if their stance mirrors your own.