BlogpostConsumers are becoming increasingly critical of companies that make ‘green’ promises. Greenwashing is under growing scrutiny, and as transparency demands rise and new regulations approach, it becomes more important than ever to carefully shape your sustainability communication. So how do you communicate honestly and credibly about sustainability
What is greenwashing?
Greenwashing happens when companies mislead consumers by presenting products or practices as more sustainable than they truly are. Sometimes this is done deliberately, but it can also result from vague or unsubstantiated claims. For example, products labeled ‘eco’ or ‘natural’ without proof, or companies that promote a single green initiative while ignoring their broader impact.
This kind of communication damages trust and increases legal risk. Therefore, companies must critically review the accuracy and clarity of their sustainability messages.
How to make strong, honest claims
Instead of relying on buzzwords, companies should use concrete and evidence-based claims. Always make sure that a green claim is supported by facts. This includes:
- Certifications or labels from trusted sources
- Third-party audits or independent assessments
- Verified, primary data
- Specific language rather than vague terms like “eco-friendly” or “good for the planet”
By doing so, companies strengthen their credibility and avoid the risk of being accused of greenwashing.
Why transparency is the key
Honest sustainability communication starts with transparency. Traceability, data, and validation are essential for any meaningful green claim. That means showing where your products come from, how your supply chain works, and what evidence supports your claims.
When companies communicate clearly, with facts and openness, they build trust—not just with consumers, but with regulators and partners as well.
Turn Compliance into a competitive edge
New laws are on the horizon, and regulators are stepping up enforcement. But this isn’t just about avoiding penalties—it’s also a chance to lead. Companies that communicate honestly about sustainability stand out in the market. Integrity becomes a real competitive advantage.
Want to communicate more credibly?
At ImpactBuying, we help businesses review, improve, and validate their sustainability claims—based on data, regulations and transparency standards.
Want to know how? Discover our approach on the transparency page.