Avoiding greenwashing: Crafting honest and impactful sustainability communications

Inevitably, with this pressure comes the temptation to overstate progress or make unsubstantiated claims — what we know as greenwashing. At thinkPARALLAX, we believe that avoiding greenwashing isn’t just about avoiding reputational risk — it’s about fostering trust, driving genuine impact, and amplifying your sustainability efforts in a meaningful way.

We’ve been developing sustainability communications strategies for years and recognize the increasingly costly detriments of greenwashing. One of our main takeaways from our work? Storytelling must be grounded in substance. Without a solid foundation of credible sustainability practices, even the best story risks being misleading.

What is greenwashing?

Greenwashing occurs when a company misrepresents itself as environmentally friendly or sustainable, either intentionally or through vague, unverified claims. This might involve overstating achievements, hiding negative impacts, or using buzzwords without substantive action to back them up. Consumers are increasingly savvy, and the backlash from greenwashing can damage credibility, alienate stakeholders, and erode trust.

Why greenwashing matters

The stakes for sustainability communications are higher than ever. Research consistently shows that consumers, especially younger generations, prioritize sustainability in their purchasing decisions. For example, a recent study revealed that 78% of Gen Z feel personally affected by climate change, and they are significantly more likely than Boomers to choose products based on their sustainability credentials. Additionally, 86% of consumers want companies to share their ESG (Environmental, Social, and Governance) efforts, and half of respondents said they would stop buying from a company if it abandoned these efforts.

With this growing demand for transparency — not to mention legal consequences of overstating efforts — greenwashing isn’t just a moral misstep; it can be a costly missed opportunity to connect with consumers, investors, and employees in an authentic way.

An anti-greenwashing checklist

To build credible, impactful communications, use this checklist to ensure your claims hold up under scrutiny:

1. Are your claims backed by data?
   
   Claims without evidence are just empty words. Include concrete, quantitative data — such as reductions in emissions or increases in recycled content — to substantiate your claims. Providing clear numbers or linking to detailed reports enhances credibility and helps stakeholders evaluate your progress.
   
   
2. Do you use credible third-party certifications and standards?
   
   Recognized certifications like ENERGY STAR, Fair Trade, or LEED validate your efforts. These third-party endorsements provide external proof of your sustainability claims and help build trust with skeptical audiences.
   
   
3. Have you leveraged third-party assurance for your data?
   
   Independent reviews and audits of your data add an extra layer of legitimacy. Partnering with trusted experts demonstrates your commitment to transparency and accuracy, ensuring your claims withstand scrutiny.
   
   
4. Are your claims supported by clear plans and pathways?
   
   Forward-looking commitments — like pledging carbon neutrality by 2030 — must be accompanied by detailed roadmaps. Share milestones, strategies, and steps to ensure stakeholders understand how you’ll meet your goals.
   
   
5. Did you avoid vague language?
   
   Buzzwords like “eco-friendly” or “green” are no substitute for precision. Instead of saying, “Made with recycled materials,” specify percentages or details, such as “Made with 80% post-consumer recycled plastic.”

6. Have you considered the imagery used in your marketing?
   
   Ensure visuals align with your claims. Avoid using generic nature imagery or unrelated photos that could mislead consumers about your practices.

Read more: 5 mistakes companies make communicating about sustainability

The cost of greenhushing

While greenwashing gets much of the spotlight, its opposite — greenhushing — can be equally detrimental. Greenhushing happens when companies stay silent about their sustainability efforts, often out of fear of scrutiny or regulatory risks.

Silence, however, can harm progress. When companies fail to communicate their sustainability work, they miss the chance to inspire peers, shift behaviors, and rally stakeholders to join them in driving change. Worse, staying quiet may create false incentives for destructive practices to continue unchallenged.

Read more: How greenhushing fails us all

Finding the sweet spot: honest, impactful communication

At thinkPARALLAX, we believe sustainability communications should strike a balance between transparency and inspiration. Here’s how to do it:

1. Humanize the problem
   
   Use relatable, human-centered narratives that connect your audience emotionally to the issues. For example, instead of focusing solely on abstract data, share how sustainability efforts improve communities or the lives of employees.
   
   
2. Personalize the impact
   
   Tailor messages to resonate with your audience’s specific values and priorities. For instance, younger consumers may respond to climate-related efforts, while investors may prioritize initiatives that enhance long-term resilience and profitability.
   
   
3. Ground your messaging in authenticity
   
   Avoid overstating your achievements. Instead, embrace a tone of humility and progress, acknowledging challenges while celebrating genuine wins.
   
   
4. Show your work
   
   Share how you’ve learned from mistakes or adapted to challenges. This fosters trust and positions your company as a credible player in the sustainability journey.
   
   
5. Highlight materiality, not morality
   
   While values-driven messaging appeals to some audiences, others may be skeptical of companies moralizing. Instead, focus on material benefits — how your initiatives align with your business objectives, solve problems, or deliver value to customers.

The power of storytelling

Storytelling is an essential tool for sustainability communications. People connect with stories — not just facts and figures. Stories can inspire stakeholders to think differently, change behaviors, and take action. As sustainability leaders, it’s our responsibility to not only take action but to amplify it in ways that resonate with the world.

Effective storytelling goes beyond marketing. It’s about rallying employees, aligning teams, engaging suppliers, and fostering collaboration across industries. Companies that invest in storytelling amplify their impact — differentiating themselves in competitive markets, attracting talent, and driving meaningful cultural change.

Moving forward

Avoiding greenwashing isn’t just about compliance or avoiding public backlash — it’s about creating a foundation of trust and driving real progress. By grounding your communications in data, embracing transparency, and crafting stories that resonate with your audience, you can avoid the pitfalls of greenwashing while positioning your company as a true sustainability leader.

At thinkPARALLAX, we partner with companies to craft credible, emotionally compelling sustainability communications that amplify impact. Together, we can shape a future where every story inspires action, every action drives change, and every change makes a difference.

‍Need help developing your sustainability communications strategy? We’re here to help. Reach out to book a meeting with one of our sustainability experts anytime. 

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