To avoid greenwashing in your marketing and communications, consider these best practices:1. Be specific and transparent
Instead of saying, “This packaging is eco-friendly,” clarify the exact benefit: “This packaging is made from 90% recycled paper and is fully recyclable in curbside programs.”
2. Don’t mark your own homework
Third-party certifications (e.g., FSC-certified, Fairtrade, Carbon Trust) help validate claims. For example, if you’re marketing carbon reduction efforts, get your claims checked by an accredited, independent verification scheme, or consider aligning your business with the Science Based Targets Initiative (SBTi). The term “carbon neutral” is increasingly contentious, and seen as greenwashing if it lacks detailed disclosure on how emissions are measured, reduced, and offset.
3. Use clear, measurable comparisons
When making comparative claims, specify what you’re comparing against. For example, instead of saying “Now more sustainable,” say, “This product uses 40% less water than our previous version.”
4. Avoid misleading imagery
Using green-coloured packaging or nature imagery does not justify sustainability claims. Ensure that branding accurately reflects a product’s environmental benefits.
Article by energy PR specialist Content Coms