Beyond Buzzwords: Communicating Responsibly About Business Practices
In today’s marketplace, accuracy in communication matters. Customers, investors and regulators are paying closer attention, and businesses face real costs when their claims don’t match reality.
A recent EU review found that 42 percent of environmental marketing claims were exaggerated or misleading. That’s not just a reputational issue—it’s a compliance and liability issue. Around the world, regulators are tightening rules, lawsuits are increasing and companies that overstate progress are paying the price.
What Greenwashing Really Means
Greenwashing occurs when marketing makes a business sound more environmentally responsible than it actually is. This often happens through vague terms, broad claims, or imagery that lacks supporting evidence.
Why Avoiding Greenwashing Matters for Businesses
Legal risk: U.S. and E.U. regulators are actively pursuing enforcement. Unverified claims can lead to fines and lawsuits.
Reputational risk: Once consumer trust is questioned, it’s difficult to rebuild. Even small missteps can undermine brand credibility.
Operational risk: Overpromising creates obligations companies may not be able to meet, putting strain on operations and finances.
A Practical Model: MSD (Meaningful, Significant, Data-Backed)
At Sustain SC, we encourage companies to keep communication practical and verifiable:
Meaningful: Highlight measurable differences that matter, not what’s already inherent.
Significant: Focus on material contributions, not marginal improvements.
Data-backed: Anchor claims in facts—whether through third-party certification, transparent reporting, or clear measurement.
How to Put This Into Practice
Responsible communication doesn’t require new jargon—it requires discipline:
Use third-party verification where possible.
Provide direct access to evidence (QR codes, links).
Integrate the numbers upfront (“reduces water use by 30% compared to the industry average”).
Choosing Words Carefully
Terms like “green,” “eco-friendly” or “carbon neutral” are legally risky if left undefined. A better approach is clarity:
Instead of “sustainable,” say “30 percent less water use than industry average.”
Instead of “carbon neutral,” say “certified reduction of 1,000 tons of carbon in 2024.”
Instead of “better for the planet,” say “produced with 50% recycled content.”
A Common-Sense Approach
Avoiding greenwashing isn’t about chasing trends—it’s about protecting your brand, reducing liability and maintaining trust. For companies in South Carolina and beyond, the bottom line is clear: communicate with accuracy, back up every claim and treat sustainability messaging like any other area of compliance and risk management.
