Greenwashing: how to avoid misleading sustainability claims?
Sustainability is no longer a trend; it is an expectation. Consumers, investors, and business partners demand transparency and authenticity in sustainability claims. However, where good intentions exist, so does the risk of greenwashing. Many companies, sometimes unintentionally, engage in greenwashing.
How can your company avoid falling into the trap of greenwashing? How do you recognize it? What are the risks? And most importantly, how can you communicate about sustainability in a sincere and effective way? We discuss all this in this blog.
What is Greenwashing?
Greenwashing refers to misleading communication and practices that make an organization appear more sustainable than it actually is. This can be done deliberately, but often it happens unintentionally due to a lack of knowledge within marketing or communication teams. Enthusiasm also plays a role: an organisation taking its first steps toward sustainability is often eager to share that progress with pride. But without proper substantiation or transparency, even a well-intentioned campaign can backfire.
Typical forms of greenwashing include:
Vague or misleading claims
Example: A product labeled as ‘100% natural’ without clear evidence of its origin or production process. Such a vague claim can help a company build a ‘green’ image without the product actually delivering on its promises.
Incorrect or exaggerated labels
Example: A company heavily promoting a ‘carbon-neutral’ label while only offsetting a small fraction of emissions without a broader sustainability strategy.
Sustainability as a marketing gimmick
Example: Companies that offer only one sustainable product but market themselves as entirely eco-friendly. This happens, for instance, when a company focuses its entire marketing budget on sustainable products, while the majority of its offerings are not sustainable.
Concealing harmful business activities
Example: When a company highlights a few sustainable initiatives while the majority of its operations remain environmentally harmful.
Such practices can lead to loss of trust from consumers and investors. Regulatory authorities, such as the Dutch Authority for Consumers & Markets (ACM), are increasingly scrutinizing sustainability claims. Companies can no longer freely use terms like ‘green’, ‘eco-friendly’, or ‘climate-neutral’ without providing solid evidence.
Cases of greenwashing
Greenwashing is not a new phenomenon, and several companies have already faced criticism and sanctions:
H&M and Decathlon
These fast fashion giants faced backlash for branding their clothing lines as ‘sustainable’ using terms like ‘Conscious’ and ‘Ecodesign’ without transparent proof of their impact. The ACM intervened, requiring them to substantiate or remove such claims.
Primark
A consumer filed a complaint with the Advertising Code Committee regarding Primark’s sustainability claims. The committee warned the retailer, demonstrating that not only regulators but also consumers can challenge greenwashing.
Reflower
Reflower, a company that promoted artificial flowers as a more sustainable alternative to fresh ones, claimed that their product was more environmentally friendly than cut flowers. However, they had no scientific evidence to support this claim. This led to a ruling by the Advertising Code Committee stating that the claim was misleading. Only when there is evidence to support a claim, regardless of whether the claim turns out to be true or not, it can be considered non-misleading.
These examples highlight the importance of always backing sustainability claims with facts and to be transparent.
How to communicate about sustainability in a sincere and effective way?
To avoid greenwashing and communicate sustainability credibly, companies should follow essential guidelines:
Be transparent and specific
Consumers and stakeholders want to see tangible impact. Share specific actions, such as CO2 reduction or water savings, and be honest about challenges and next steps. This helps prevent misinformation and strengthens credibility.
Example: Instead of saying “We are climate neutral,” say: “We reduce our CO2 emissions by X% each year and offset the remaining emissions through recognised certifications.
Support your claims with facts
Vague sustainability claims without evidence lead to distrust and legal risks. Use measurable data and recognized certifications such as FSC (sustainable wood), Fairtrade, or B Corp.
Example: Instead of saying ‘This packaging is eco-friendly’, say ‘This packaging is made from 80% recycled material and is Cradle to Cradle certified’.
Be specific and avoid misleading terms
Use clear and specific language when communicating about sustainability. Avoid vague terms like “green,” “eco-friendly,” and “environmentally conscious,” as they are often too general and can be misleading. Clearly explain how and why your product or service is sustainable. This can be done directly within your campaign or communication, or within one click. For example, by linking to more detailed information on your website.
Example: Instead of saying ‘Sustainably produced’, say ‘This product is made from locally sourced materials using 50% less water than conventional methods.’
Ensure consistency in your sustainability messaging
Sustainability claims should align with overall business practices. A brand positioning itself as green but using excessive plastic packaging appears insincere. So make sure your sustainability strategy is reflected in every aspect of your business.
Example: If you claim to operate circularly, demonstrate how your supply chain adapts and how customers can return old products for recycling.
Prevent unintentional miscommunication and legal issues with an effective strategy
Many marketers and communication specialists struggle with effectively communicating about sustainability. With the Netherlands Authority for Consumers and Markets (ACM) tightening its guidelines, incorrect or misleading claims can now result in fines. However, don’t let that stop you from sharing your sustainability efforts.
Download the free anti greenwashing guide and learn the do’s and don’ts to communicate with confidence and transparency.
Our anti greenwashing experts:
Nina Meijer – Behaviour Expert
Margreet van Schaijck – Brand Strategist
Koen Krommenhoek – Sustainability Strategist
Mees Deknatel – Sustainability Strategist