In nine studies, researchers led by Linda Lemarié of Audencia Business School found a 'sustainable additive bias': consumers rate companies as more sustainable when they add eco-friendly products, and give little credit for removing items — even though subtraction usually means less waste.
This bias rewards companies for handing out more swag — tote bags, bottles, toiletries — while punishing genuine reduction with invisibility. Knowing the trick helps you judge brands by what they leave out, and it pushes businesses toward restraint instead of pile-on giveaways. Fewer freebies means fewer things made, shipped, and tossed.
✦ The greenest company isn't the one handing you the most stuff.