In the Philippines, the term "eco-friendly" has become a catchphrase that is either misused, deliberately used to mislead people, or only put for the sake of claiming their efforts toward sustainability without proof. Brands occasionally appropriate sustainability messaging without making significant changes, whether through performative gestures, ambiguous marketing, or greenwashing. In an interview with Paleta Verde, Ms. Hazel Butardo from The Philippine Center for Environmental Protection and Sustainable Development, Inc. (PCEPSDI) says:
Bottomline is that, [be] careful sa pagsabi [ng term] na “eco-friendly” because those are vague terms actually. And commonly, if you've heard about "greenwashing," nami-mislead kasi mga consumers. Just because nakita natin sa paper, or paintbrush, or crayons that it's "eco-friendly," it's already eco-friendly, but what's the proof? So the proof will be coming from the net environmental benefit—the overall environmental profile of the product. So you have to think of a way na naa-address yung impact across the life cycles of each product, [for] each art material that you have.
As a marketing strategy, "greenwashing" makes companies seem like they are making continuous efforts toward sustainability, but in reality are doing nothing to protect the environment. Unfortunately, a number of brands and businesses—including local ones—are greenwashing in order to increase sales and the value of their products or services. (Perez & Lim, 2024)
In the context of the Philippine art scene, the increasing frequency of galleries, designers, and artists that are using the words “sustainable,” “green,” “eco friendly” and the likes to tag their work. However, not a lot of art supplies or materials are not environmentally friendly, such as traditional acrylic paints or canvases that have undergone chemical treatment. Another thing is that there are brands using “green” labels that are deceptive or ambiguous on art supplies. Paints, markers, canvases, and the like are often sold with eco-themed branding—featuring leaves, bamboo fonts, or “natural” claims—even if they contain toxic solvents or petroleum-based binders (Marie Claire UK, 2023). While some are unaware or did not deliberately scrutinize the materials they use, claims regarding "green" art supplies tend to be misleading in the absence of complete disclosure or clarification.
"Eco-friendly" has turned into a popular—though in some cases misleading or ambiguous—marketing word in the Philippines. Though it may not seem like it, it is also particularly evident in the art scene and among artists most especially, in which some materials, art supplies, or even the final pieces itself sometimes fall under the category of greenwashing by making claims that do not entirely have proof.
Despite that, supporting locally sourced, environmentally friendly, and culturally appropriate materials is the key to true sustainability in art supplies—not creative packaging or flashy “eco-friendly” claims. The term "eco-friendly" can reclaim its significance when artists, students, and suppliers adopt this approach and see past mere baseless claims. It is based on impact rather than image. By then, the term "eco-friendly" can finally take on a meaning based on accountability, trust, and genuine concern for the environment instead of being a simple catchphrase to attract environmentally conscious artists and consumers in general.