Eco-trendy doesn’t always mean eco-friendly—here’s what to look out for.
In the age of green hashtags, aesthetic minimalism, and reusable everything, sustainability has become a buzzword—especially on social media. From TikTok to Instagram, influencers across niches are proudly touting “eco-friendly” swaps, hauls, and lifestyle changes.
But here’s the catch: not all of it is actually sustainable.
Greenwashing, overconsumption in the name of “low waste,” and marketing masquerading as activism have blurred the line between true sustainability and eco-hype. Some trends, despite looking responsible, can be just as wasteful or resource-heavy as the habits they aim to replace.
Here are five things influencers often promote as sustainable—but aren’t as green as they seem, and what you can do instead.
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1. Constantly Buying “Sustainable” Fashion
The claim:
“Fast fashion is out—here’s my $300 sustainable clothing haul from …”
The truth:
Even if a brand uses organic cotton or recycled materials, overconsumption is still unsustainable. Buying more clothes than you need—regardless of the brand—uses water, energy, and carbon. Plus, the process of creating new items, even responsibly, still leaves a footprint.
Many “eco” fashion brands use sustainability as a marketing tool, but mass production, long-distance shipping, and high turnover still persist behind the scenes.
What to do instead:
Buy less, wear more. Choose quality basics and rewear creatively.
Shop secondhand before you buy new—even sustainable brands.
Use what you have. Wearing the same clothes repeatedly is the real trend.
2. Tossing Out All Your Plastics for Bamboo Everything
The claim:
“Ditch plastic—replace your kitchen, bathroom, and desk with bamboo or wood alternatives!”
The truth:
While reducing plastic is important, throwing out perfectly usable items just to replace them with eco-friendly versions creates unnecessary waste. If you’re buying more than you’re reusing, it’s not truly sustainable—it’s just aesthetic minimalism.
Bamboo is renewable, but mass demand has led to unsustainable farming practices, deforestation, and carbon-heavy global shipping.
What to do instead:
Use what you already have—plastic included—until it breaks or wears out.
Replace only as needed, and research sustainably sourced alternatives.
Skip the haul. One change at a time is still impactful.
3. Buying Reusable Everything (in Excess)
The claim:
“I own reusable cups, utensils, straws, snack bags, beeswax wraps… in every color!”
The truth:
Yes, reusable items can reduce waste—but only if used frequently and long-term. If you’re buying ten versions of something you barely use, your environmental footprint could be higher than sticking with disposables for now.
Reusable products have upfront carbon costs—manufacturing, packaging, transport, etc.—that need to be offset by repeated use over time.
What to do instead:
Buy just one or two items you’ll truly use (like a water bottle or shopping bag).
Choose durable, multi-use versions, not trendy gimmicks.
Focus on habit change, not shopping—carry what you have, wash and repeat.
4. Supporting Greenwashed Brands
The claim:
“This brand plants trees with every purchase, so it’s totally sustainable!”
The truth:
Many companies make vague eco-claims like carbon offsets or tree planting—but don’t address their real impact: poor labor practices, plastic packaging, or energy-intensive manufacturing.
Planting trees is great—but not a get-out-of-jail-free card for harmful production. This is known as greenwashing—when a brand spends more on appearing green than actually being green.
What to do instead:
Look for third-party certifications: Fair Trade, GOTS, B Corp, etc.
Research transparency reports and actual supply chains.
Don’t be swayed by pretty branding or buzzwords like “eco,” “clean,” or “green.” Ask: How is it made? Who made it? What happens after I use it?
5. Using “Vegan” or “Cruelty-Free” as a Catch-All for Sustainability
The claim:
“It’s vegan, so it’s obviously sustainable!”
The truth:
Not necessarily. While plant-based eating can be environmentally friendly, not all vegan products are created equal. A vegan burger wrapped in plastic and shipped across the world isn’t greener than a locally raised egg. Some vegan leathers use toxic chemicals or petroleum-based plastics like PVC.
“Cruelty-free” often refers to animal testing, not environmental impact. A product can be cruelty-free but still packed in non-recyclable plastic, made in polluting factories, or rely on exploitative labor.
What to do instead:
Go for whole, local, plant-based foods where possible.
When choosing alternatives, look at the entire lifecycle: production, packaging, transportation, and end-of-life disposal.
Ask: Is it ethically made, minimally packaged, and built to last?
Final Thoughts: Real Sustainability Isn’t Sexy—It’s Smart
Influencers aren’t all wrong—many are spreading awareness and genuinely trying to live better. But true sustainability isn’t about perfect photos, pricey swaps, or showing off your “green haul.”
It’s about:
Buying less, not more
Using what you have
Choosing quality over quantity
Questioning the hype—even when it’s wrapped in recycled cardboard
Because the greenest product is the one you didn’t have to buy.
About the Author: Ruben, co-founder of Gamintraveler.com since 2014, is a seasoned traveler from Spain who has explored over 100 countries since 2009. Known for his extensive travel adventures across South America, Europe, the US, Australia, New Zealand, Asia, and Africa, Ruben combines his passion for adventurous yet sustainable living with his love for cycling, highlighted by his remarkable 5-month bicycle journey from Spain to Norway. He currently resides in Spain, where he continues sharing his travel experiences with his partner, Rachel, and their son, Han.