As sustainability becomes more of a focal point for organiations, it’s easy to fall into the trap of “greenwashing”—exaggerating environmental responsibility without real substance behind the claims.
As consumers grow savvier and regulatory frameworks tighten, it’s time to shift from greenwashing to green-proofing—a strategy to make your sustainability claims robust, credible, and verifiable. Let’s explore how organisations can build bulletproof sustainability claims, with real-world examples, industry standards, and organisational testimonials that highlight the impact of getting it right.
What is Greenwashing?
Greenwashing occurs when a company misleads customers about its environmental practices, exaggerating its efforts or even fabricating them entirely. For example, a clothing brand may market a product as “eco-friendly” without offering transparent details on the sourcing of materials, manufacturing processes, or its actual environmental impact.
Why Greenwashing is Risky
While greenwashing may offer short-term gains, the risks far outweigh the benefits. Misinformation can damage a company’s reputation, lead to regulatory fines, and erode trust with customers. Many consumers are becoming more informed and demanding proof behind sustainability claims, and regulators are cracking down on misleading environmental information. Not to mention the required CSRD reporting which will soon come into effect for many companies.
In fact, recent surveys show that 42% of consumers believe brands are exaggerating their sustainability efforts. This scepticism leads to a loss of trust, resulting in customers shifting to brands that provide clear, authentic, and verifiable claims.
The Shift to Green-Proofing
Green-proofing means ensuring that your sustainability claims are transparent, backed by evidence, and aligned with recognised standards and certifications. It’s about being accountable, not just marketing the idea of sustainability but proving it through tangible actions.
How to Make Your Sustainability Claims Bulletproof
1. Align with International Standards
One of the easiest ways to green proof your claims is by aligning them with globally recognised standards. This not only provides a framework for your efforts but also offers third-party validation that proves you’re walking the talk.
Key ISO Standards to Follow:
- ISO 14001: Environmental Management Systems (EMS)
ISO 14001 provides a framework for organisations to identify, manage, monitor, and control their environmental impact. Following this standard signal that your business takes a structured approach to sustainability, ensuring continuous improvement.
Example: A construction company implementing ISO 14001 would ensure its reducing waste, minimising resource use, and preventing pollution throughout its operations. - ISO 50001: Energy Management
These standard focuses on improving energy performance, leading to reduced greenhouse gas emissions and energy costs. Companies that implement ISO 50001 demonstrate a commitment to reducing their carbon footprint. Example: A manufacturing firm certified in ISO 50001 can show energy efficiency initiatives like installing renewable energy sources or optimising energy consumption processes. - ISO 14067: Greenhouse Gas Emissions
For organisations making claims about reducing their carbon footprint, ISO 14067 provides guidelines for quantifying and communicating the carbon footprint of products. It helps businesses back up their carbon neutrality or low-emission claims with data.
2. Obtain Third-Party Certifications
Third-party certifications validate your sustainability claims and provide an extra layer of credibility. Some well-known certifications include:
If you’re striving to meet your organisation’s sustainability goals, partnering with a trusted expert can make all the difference. EcoVerify is here to help. As Ireland’s leading provider of sustainability assurance and carbon footprint verification, validation and training services, we are dedicated to supporting you every step of the way.
At EcoVerify, we understand the challenges you face in navigating complex regulations and ensuring the credibility of your environmental claims. Whether you’re just starting your sustainability journey or looking to solidify your leadership in the field, our expertise in verifying and validating greenhouse gas (GHG) emissions, carbon neutrality, and net zero claims will give you the confidence that your efforts are both genuine and impactful.
Our EcoVerify Academy of Sustainability offers tailored training programs that will equip you and your team with the knowledge and skills needed to excel in GHG management and sustainability reporting. With our support, you can confidently achieve your goals and demonstrate your commitment to a sustainable future.
Let us be your partner in this journey. Contact us today at [email protected] to learn how EcoVerify can help you reach and showcase your sustainability milestones. Together, we can empower a more sustainable future.
3. Be Transparent and Provide Detailed Reporting
Transparency is the foundation of green proofing. Consumers, stakeholders, and regulators increasingly demand data that backs up sustainability claims. Provide clear and accessible reports on your sustainability initiatives, progress, and future goals.
Testimonial: Unilever’s Transparent Reporting
“Transparency is fundamental to how we operate. Our Sustainable Living Plan, which is aligned with the UN Sustainable Development Goals, allows us to measure our progress in areas like waste reduction, water use, and carbon emissions. This transparency keeps us accountable and helps maintain consumer trust.”
— Rebecca Marmot, Chief Sustainability Officer, Unilever
Unilever’s open approach to sustainability reporting has not only helped the company manage its environmental impact but also solidified its reputation as a sustainability leader in the global market.
4. Engage Stakeholders and Communicate Progress
Building an internal culture of sustainability is crucial. Engage employees, investors, suppliers, and customers in your sustainability initiatives. Encourage feedback and keep them informed about your progress. EcoVerify can help you with:
- Hosting webinars or workshops to educate stakeholders on your sustainability efforts.
- Publishing regular updates via newsletters or your website.
- Encourage customer feedback and actively communicate how you’re improving based on their input.
Testimonial: Walmart’s Supply Chain Sustainability
“At Walmart, we actively engage with suppliers through our Sustainability Index to measure and improve the sustainability of our products. By collaborating with over 1,000 suppliers globally, we’ve been able to drive significant reductions in emissions and improve energy efficiency across our supply chain.”
— Kathleen McLaughlin, Chief Sustainability Officer, Walmart
Walmart’s supply chain engagement illustrates the power of working with partners to scale sustainability efforts. Through open collaboration, they’ve been able to transform their approach to sourcing and production on a global scale.
5. Avoid Vague Claims
Vague or unverified claims, such as “environmentally friendly” or “natural,” can lead to accusations of greenwashing. Be specific about what actions you are taking and how they are benefiting the environment.
For example, instead of claiming a product is “eco-friendly,” specify that it is made with 70% recycled materials and sourced from sustainably managed forests, following guidelines set by ISO 14067 for reducing carbon emissions.
Testimonial: Levi’s Specificity on Reducing Water Use
“With our Water<Less® program, we’ve reduced water consumption by 96% in the finishing process of some of our denim products. This initiative is part of our broader goal to save more than 3 billion Liters of water by 2025.”
— Chip Bergh, CEO, Levi Strauss & Co. Levi’s commitment to transparency and specificity in its sustainability initiatives has made them a trusted leader in environmental responsibility within the fashion industry.
