If you’ve spent any time around sustainability marketing, you already know the pattern: lots of buzzwords, vague claims, and very little substance. The conversation around green AI greenwashing is becoming increasingly relevant in these discussions.
AI is no different — it just wears a shinier jumper.
Use this checklist whenever a company claims its AI is “sustainable”, “eco‑friendly”, or “part of the climate solution”.
I thought I had learned to pause whenever something is marketed as a “solution” without talking about its waste, energy, or extraction footprint. Clearly, I hadn’t paused enough.
Initially, I was incensed that anyone would think I used AI to produce my writing. Then I stopped reacting… and actually looked into it.
So let’s ask the awkward — but necessary — question:
Is AI actually green… or just very good at greenwashing?
This isn’t an anti‑AI rant. It’s a zero‑waste reality check.
Aiming for a zero‑waste lifestyle sounds simple in theory — but in reality, it’s incredibly challenging. Even with the best intentions, I still struggle to source everything I need without plastic, and some “eco‑friendly” items arrive after travelling halfway around the world. Add disability, health limitations, and a reduced income (hello, 2020), and the journey becomes even more complicated.
Despite all this, I’m committed to reducing my carbon footprint wherever I realistically can. I’m not perfect — none of us are — but I believe small, consistent steps matter.
Here’s what I’ve been doing over the past few years to reduce my impact.
