How to avoid greenwashing in your sustainability communications

Today, April 22nd, is Earth Day – and it’s the perfect time to reflect on how we communicate our sustainability efforts. After all, Earth Day isn’t just about planting trees or switching to paper straws; it’s about making real, impactful changes for our planet. But here’s the catch: if your sustainability messaging isn’t authentic, you risk falling into the dreaded trap of greenwashing.

Greenwashing is like slapping a “natural” sticker on a product and hoping no one asks questions. It’s misleading, it damages credibility, and it can hurt both your brand and the planet. So, how do you avoid it? Let’s break it down.

1. Keep it real with verifiable data

Vague claims like “eco-friendly” or “green” are red flags for savvy consumers. Instead, back up your statements with hard data. For example, say, “Our product reduces water usage by 30%, verified by [third-party certifier],” rather than generic buzzwords. Transparency is your best friend here—if you can’t prove it, don’t claim it.

2. Speak human, not jargon

Terms like “net zero” or “carbon negative” might sound impressive but can alienate your audience if not properly explained. Break down complex concepts into relatable language. For instance, instead of saying “biodegradable,” explain that your product naturally decomposes within a year under standard composting conditions. Clear communication builds trust and keeps your audience engaged.

3. Set realistic goals

Ambitious sustainability goals are great – but they need to be achievable. Overpromising (and underdelivering) is a fast track to greenwashing accusations. Be honest about what you’re working toward and share progress updates along the way. Remember, sustainability is a journey, not a sprint!

4. Don’t greenhush

While greenwashing is problematic, greenhushing – keeping quiet about legitimate sustainability achievements – is also a missed opportunity. Share your wins authentically but don’t shy away from discussing challenges too. People appreciate honesty over perfection.

5. Collaborate with experts

Partnering with independent auditors or sustainability consultants can help validate your claims and identify blind spots. Third-party certifications add credibility and show that you’re serious about making a difference – not just marketing it.

6. Involve your stakeholders

Sustainability isn’t just about what you say – it’s about engaging employees, customers, and communities in meaningful conversations. Solicit feedback through surveys or social media and use their input to improve your efforts. When stakeholders feel involved, they’re more likely to trust—and champion—your initiatives.

Earth Day: A reminder to do better

2025’s Earth Day theme – Our Power, Our Planet – is all about collective action for clean energy and environmental protection. It’s a reminder that we’re all in this together: companies, governments, and individuals alike. Use Earth Day as an opportunity to showcase your authentic sustainability journey while committing to do even better moving forward.

Avoiding greenwashing isn’t just about playing defense – it’s about building genuine connections through transparency and authenticity. When you communicate honestly and back up your claims with data, you not only earn trust but also inspire action among your audience. This Earth Day, let’s pledge to move beyond empty promises and focus on real change – for our planet and future generations.