Sustainability vs. greenwashing in the practice of contemporary manufacturers and brands

This thesis focuses on the analysis of sustainability in contemporary brand design and the phenomenon of greenwashing, which companies use to maximize profits. Specifically, it examines product sustainability and compares successful examples of sustainable design with cases where products are marketed as environmentally friendly without genuinely fulfilling this objective. Furthermore, it explores existing projects and certifications, analyzing their significance, benefits, and appeal to users and consumers. The study also addresses the impacts of greenwashing on society and the environment, comparing profitability, consumer success, product durability, and other factors in relation to sustainable alternatives. The aim of this thesis is to provide a comprehensive analysis and create a concise guide for consumers, whichthrough clearly presented statistics and practical recommendationswill facilitate navigation through the current market offerings and promote informed decisions leading to a more sustainable lifestyle and responsible consumer behavior.