AWARE of the growing expectations of consumers in terms of environmental responsibility, many brands have adopted a "greener" approach. But, as a British NGO points out, some of them focus their strategy mainly on greenwashing, talking up their supposedly "green" commitments.

Whether it's "environmentally friendly," "recyclable," "biosourced" or even "upcycled" -- how many times have you seen these types of words printed on the plastic packaging of a product you just bought?

Oftentimes, it's a marketing promise intended to ease the conscience of consumers.

However, sometimes, it can reflect the desire of certain brands to absolve themselves of their packaging's harmful impact on the planet, according to a recent report.

Published by the British nonprofit, the Changing Markets Foundation, the report highlights how certain multinational companies can stand accused of greenwashing by using misleading advertising messages to convey the idea that their products have been designed to combat plastic pollution.

"The industry is happy to gloat its green credentials with little substance on the one hand, while continuing to perpetuate the plastic crisis on the other.

We are calling out greenwashing so the world can see that voluntary action has led to a market saturated with false claims," said George Harding-Rolls, campaign manager at Changing Markets Foundation.

The study gives certain concrete examples. For example, it cites Kim Kardashian's Skims clothing brand and its compostable underwear, which claims to be "not plastic."

However, a closer look at the label reveals small print stating that the product contains low density polyethylene (LDPE), also known as type 4 plastic.

And it's the same story at Coca-Cola. As the NGO behind the report points out, the famous drink brand "has spent millions of pounds in advertising telling consumers that some of its bottles are made out of 25% marine plastic while failing to mention that it is the world's biggest plastic polluter." 

Similarly, the famous Mentos candy brand promotes its use of cardboard packaging... which is actually also made with aluminum and plastic, making it a composite material that cannot be recycled.

Meanwhile, British supermarket chain Tesco offers its customers "recyclable" plastic packaging, on the condition that this is returned by consumers to larger stores.

"Even then it is unlikely to be recycled. Instead, it will almost certainly be exported, incinerated or sent to landfill," outlines The Guardian.

When it comes to effective solutions for addressing the plastic problem, the Changing Markets Foundation recommends initiatives such as "closed-loop recycling systems and effective deposit return systems."