Sustainability vs. green hype

Sustainability is no longer a niche concern—it’s a business imperative. But as expectations rise, so does the risk of being seen as inauthentic. How do you communicate your climate efforts without veering into greenwashing territory?

Start with substance.

Credible communication begins with credible action. Before you talk about your impact, make sure your strategy is grounded in data, science-based targets, and a clear reduction pathway.

Own your journey.

Transparency means showing not just your goals but where you’re starting from and what challenges lie ahead. Talk about progress—and gaps—with honesty. Customers and partners appreciate realism over perfection.

Avoid vague claims.

Terms like “eco-friendly” or “green” don’t cut it anymore. Be specific: say what actions you’ve taken, what impact they’ve had, and what’s next.

Focus on outcomes.

Don’t just list initiatives—show results. Have you cut emissions? Shifted suppliers? Changed how you deliver products or services? Quantify wherever you can.

Align with your brand.

Your sustainability story should feel like a natural part of your business identity—not a bolt-on. Use the same tone, values, and language you use elsewhere.

Invite engagement.

The best communications spark conversation. Use your channels—social, website, investor decks—to ask questions, share lessons, and invite feedback.

Sustainability done right doesn’t need spin. It needs smart, honest storytelling that reflects the real value your business is creating—for people, planet, and performance.