Green claims and greenwashing: How do you communicate honestly about sustainability?

Consumers are more critical than ever of companies making ‘green’ promises. Calls for transparency are growing and with stricter regulations approaching, it is crucial that companies carefully word their sustainability claims. But how do you communicate honestly about sustainability?

Greenwashing refers to misleading consumers by presenting products or companies as greener and more sustainable than they actually are. This can range from vague or unsubstantiated claims to deliberate deception. Think of products labelled ‘eco’ or ‘natural’ without proof, or companies highlighting one sustainable initiative while their core business is not transparent. To communicate credibly and honestly about sustainability, it is important to make concrete and substantiated claims. Make sure any green promise is based on facts and evidence. Using certifications, independent audits and clear and primary data helps to support a message and avoid vague terms such as ‘environmentally friendly’ or ‘sustainable’ without explanation.

Honest sustainability communication starts with transparency, traceability, and evidence. By backing every green claim with clear data, third-party verification, and specific language, companies can build trust and avoid greenwashing. In a time of growing scrutiny and regulation, integrity is not just a legal necessity—it’s a competitive advantage.