Some companies like American Airlines and H&M have made promises to become more environmentally friendly to attract positive press and increase business. They’ve frequently used buzzwords like ‘sustainable’, ‘carbon neutral’ or ‘ecoconscious.’ But if they fall short of their goals, who holds them accountable?

WSJ’s Shane Shifflett explains how greenwashing can mislead consumers into believing something is ecofriendly.

0:00 More than 60% of consumers say they’d pay for a product with sustainable packaging
1:21 What is greenwashing?
2:00 What’s wrong with greenwashing?
4:15 How the U.S. and E.U. governments are planning to regulate greenwashing

WSJ Glossary
Markets and economics are complex. It's easy to be overwhelmed by a sea of wonky indicators and lose track of why they matter. This series breaks down the basic terms and ideas that move the markets.

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