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Greenwashing exists in various forms, making it difficult for consumers to identify truly sustainable options. The deceptive nature of marketing can leave well-intentioned consumers unwittingly supporting brands that don't genuinely adhere to sustainable practices. For example, a notable case involved Kimberly-Clark, the parent company of Huggies diapers, which faced a lawsuit in 2015 for promoting its “pure and natural” diapers. Despite alluring claims about organic cotton, the vast majority of materials used were still derived from non-renewable sources, essentially rendering the eco-friendly label meaningless.