This FT Adviser opinion piece by Jim Roth (5 Dec 2023) explains how investors can spot greenwashing by asking straightforward, practical questions of fund managers—probing definitions of ‘sustainable’, evidence that funds produced the claimed outcomes, how additionality is created and measured, and the transparency of reporting—and is included because it directly supports Part 2: The Purposeful Investment Landscape, Chapter ‘Questions to Ask’, by giving readers concrete questions and checks to distinguish genuine impact investing from opportunistic labeling and to engage more critically with advisers and fund managers.