Beyond Buzzwords: How Businesses Can Communicate Sustainability Without Greenwashing
In today’s business landscape, how we talk about sustainability matters just as much as the progress we are making. Customers, investors and regulators are paying closer attention than ever, and companies are facing real consequences when sustainability claims don’t hold up.
In fact, a 2021 EU review found that 42% of green claims were exaggerated, false or deceptive, a warning sign for businesses everywhere. Across the globe, regulators are tightening rules, lawsuits are stacking up and consumer trust is harder than ever to earn.
So, what exactly is greenwashing? At its core, greenwashing is the act of making people think your company is doing more for the environment than it actually is. It happens when marketing is intentionally vague, misleading or relies heavily on buzzwords and nature-themed imagery instead of verifiable proof.
Why Avoiding Greenwashing Matters
Legal risk: Around the world, new green claims and consumer protection laws are being enforced, from the E.U. to the U.S. Companies have already faced lawsuits and fines for unsubstantiated claims about being “eco-friendly” or “carbon neutral.”
Reputational risk: Once consumer trust is lost, it’s nearly impossible to regain. Even one vague claim can undermine years of good work.
Operational risk: Overpromising can tie companies to goals they aren’t ready for or able to meet, leading to operational and financial strain.
The MSD Model: Communicating with Clarity
At Sustain SC, we encourage organizations to anchor their sustainability storytelling in the MSD model: Meaningful, Significant and Data-backed.
Meaningful: Claims should reflect differentiated impact, not what’s already inherent to the product. Don’t just say a lightbulb “saves energy”—explain how much, compared to what and why it matters.
Significant: Focus on significant contributions, not negligible changes. Incremental improvements are important, but they shouldn’t be marketed as groundbreaking.
Data-backed: Every claim should be supported by accessible proof, whether through third-party certification, verifiable data or transparent reporting.
Putting “Backed by Data” Into Practice
Making your sustainability story credible doesn’t require jargon or overpromising—it simply requires evidence. Some practical ways to integrate proof include:
Third-party verification: Partner with credible organizations to validate claims (e.g., certified carbon reductions, verified recycled content).
Direct access to evidence: Provide QR codes or short links on packaging, reports or marketing materials that lead directly to detailed proof.
Include the numbers upfront: Don’t hide the data in a report, integrate measurable outcomes directly into marketing language (“reduces water use by 30% compared to the industry average”).
These small steps give consumers confidence, reduce business risk, and ensure that sustainability claims withstand scrutiny from both the public and regulators.
Words Matter: Say What You Mean
Many common sustainability phrases raise red flags, including “eco-friendly,” “green,” “sustainable,” and “climate neutral.” These broad, unqualified terms often mislead consumers and invite legal scrutiny.
Instead, be specific and clear:
Don’t say “sustainable.” Say “reduces water use by 30% compared to the industry average.”
Don’t say “carbon neutral.” Say “certified carbon reductions of 1,000 tons in 2024, verified by [third party].”
Don’t say “better for the planet.” Say “produced with 50% recycled content, lowering material waste.”
A Simple Approach to a Complex Challenge
Avoiding greenwashing doesn’t have to be complicated. In fact, it’s as simple as saying what you mean, providing proof and empowering your audience with relevant information. Done right, sustainability communication becomes less about defending claims and more about demonstrating credibility.
For companies operating in South Carolina and beyond, the path forward is clear: embrace transparency, lead with substance and make sure every message is Meaningful, Significant, and Data-backed.
