‘Greenwashing’ is the overstating or masking effect of climate advocacy, or the understating of a product’s negative impact on the climate. In response to rising popular interest in sustainability, some brands use environmental sustainability buzzwords misleadingly. Consumers are not exclusively purchasing based on price and quality, but are interested in who they are purchasing from. Therefore, positioning a brand or product as ‘green’ can be profitable. A UN group has recently been set up to tackle greenwashing and brands are increasingly being held accountable for their claims.