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In recent years, the term Greenwashing has become omnipresent in discussions about sustainability. This practice refers to when companies make statements of environmental responsibility without real support, generating a misleading perception among consumers. While some brands use vague labels and messages to show ecological commitment, others, such as Penka, are implementing verifiable solutions that truly impact the environment and transform the way single-use products are perceived and consumed.
Greenwashing not only confuses consumers, but it also erodes trust in brands that are making genuine efforts to reduce their environmental footprint. A TerraChoice study (2010) revealed that more than 95% of products labeled “green” contained misleading claims. This phenomenon causes more conscious consumers to distrust any ecological claim without clear evidence.
Therefore, today more than ever, companies must offer tangible evidence of sustainability, and not just green marketing. Consumers are looking for direct evidence: data, certifications, and measurable results that demonstrate true environmental commitment.
Penka has adopted an approach based on transparency and scientific evidence. Their products aren't simply “eco-friendly” by appearance; they are 100% biodegradable and they contain a seashell-based additive which accelerates the decay process when consumed by environmental bacteria. This additive turns each product into a tangible example of how innovation can transform waste into nutrients for the ecosystem, effectively closing the biodegradation cycle.
Scientific studies support this innovation. For example, researchers at the USC Viterbi School of Engineering developed a biocompatible plastic substitute using calcium carbonate derived from seashells, demonstrating that this material is safe and degrades naturally in aquatic environments (USC Viterbi, 2025). In addition, a study published in PMC evaluated the use of mussel shell powder as reinforcement in PLA and PBAT compostable matrices, showing improvements in the thermal and mechanical properties of biocomposites (PMC, 2020). Other scientific work indicates that the combination of polylactic acid with seashells improves the stiffness of the material, reinforcing the viability of this approach in biodegradable products (TechScience, 2022).
Consumers are increasingly looking for brands that can demonstrate the positive impact of your products. Some indicators include:
Adopting this type of criteria when choosing products reduces the risk of supporting greenwashing practices and ensures that investment in sustainability has a real and measurable effect.
An informed consumer has the power to drive real changes in the industry. By opting for scientifically backed products and innovative technologies, such as Penka products, we promote a market where sustainability is not a slogan, but a tangible practice. This approach strengthens customer loyalty and sets a standard that other brands must follow.
In addition, scientific evidence and transparency in processes reinforce brand perception and generate consumer trust, something that is essential in a market saturated with misleading green messages.
Greenwashing will continue to exist as long as there are incentives to appear to be environmentally responsible. However, companies like Penka show that it's possible combining innovation, science and real sustainability. The seashell additive is not just a technical element; it is the representation of a measurable commitment to the environment.
Choosing products that integrate true biodegradable solutions is a concrete way to combat greenwashing and promote responsible consumption. Transparency, innovation and verifiable action are the best defense against deceptive practices and strengthen the relationship of trust between brand and consumer.
Learn more about our straw biodegradable.
