There’s a lot of talk about the end of greenwashing on LinkedIn and elsewhere at the moment.

By that, we mean making hollow boasts about sustainability credentials to give an impression of environmental responsibility, without much substance to back them up.

Worse still, such claims can be intended to obfuscate dirty practices, thinly veiled.

For the laundry sector there’s a world of difference between green washing and greenwashing.

The term greenwashing, modelled on the more traditional and longstanding art of whitewashing, has been around since the early 2000s.

Thankfully, things have come a long way since then. We are all much more environmentally aware – and way better equipped to spot and call out flimsy boasts when they are made.

In 2026, company bosses want to effect real change and consumers increasingly demand transparency, traceability and sustainability claims that are backed by proof.

Studies have revealed that holidaymakers will pay more to go with more ethical operators – and mass-market package holidays are listed with sustainability notes about hotels and flights.

Regulators in the UK and beyond are now starting to respond, making it much harder for companies to market ‘eco-friendly’ services while simultantously riding roughshod over the planet.

When we think about textiles and their impact on the earth’s resources, fast fashion is seen as the worst offender – but hospitality and healthcare must take some share of the blame.

Commentators talk about future success for businesses that show real climate accountability, and this is just as true for the laundry sector as it is for clothing brands.

So it’s time for laundry owners and managers to focus on green washing, not greenwashing.

That means processing linen with the least possible carbon emissions, minimising waste and paying attention to the sustainability of the whole supply chain.

Only when businesses are green to the core – or doing their best to get there – can they make real and meaningful environmental claims.