What is greenwashing and why does it matter?

Greenwashing is any environmental claim, label or story that exaggerates benefits or hides important downsides. It rarely starts with bad intent. More often it happens when teams use vague language, repeat supplier slogans without checking them, or publish eye-catching promises before the evidence and delivery plan exist. The risks are business-critical. Regulators are increasingly clear about expectations and bolder in their enforcement. Customers, large buyers and investors are better informed. Missteps cost time, money and trust, and they also crowd out the genuine work your organisation is doing.

There is a simple principle to hold onto: claims should be specific, supported and easy to understand. They should reflect the product or service as a whole, or be clearly limited to a defined part of it. They should be kept current as facts change. When you talk about your footprint, your materials, or your actions, pair the numbers with a short, honest narrative. That narrative should acknowledge what is improving, what is not yet in your control, and what depends on wider changes in markets, infrastructure and technology. If you work to that standard, your communications will remain both persuasive and safe as expectations rise.

What are the biggest greenwashing pitfalls to avoid?

1. Vague superlatives. Words like green, eco or sustainable with no scope, basis or evidence. If you must use broad terms, define exactly what they cover and what they do not.

2. Absolute claims without proof. "Zero waste," "plastic free," "100 percent recycled," "carbon neutral." These require strong, whole-product evidence. If you cannot prove the absolute, use a precise, limited claim instead.

3. Offset-based shortcuts. Implying that an offset payment cancels past emissions is misleading. If you support projects, present them as contributions and focus first on real reductions in your own operations and supply chains.

4. Selective storytelling. Highlighting one positive attribute while omitting material downsides elsewhere in the product or service. Balance the picture so people can judge the overall impact.

5. Passing on supplier claims untested. If you make or repeat a claim, you share responsibility for it. Build proportionate checks into procurement and marketing processes, and require documentation you can keep on file.

6. Ambitious targets without a delivery path. Announcing big dates without milestones, resources and review points is high risk. Targets should be grounded in what your organisation can actually deliver, with clear assumptions and dependencies.

Who enforces green claims and what do they expect?

In the UK, two bodies matter most. The Competition and Markets Authority focuses on consumer protection and the accuracy of claims across supply chains. The Advertising Standards Authority polices advertising content and presentation across channels. Both expect claims to be truthful, clear, and backed by evidence that reflects the real-world context in which consumers will understand and use the product or service.

If you sell into the EU, expect strict rules on generic green terms and on climate-related labels, particularly those that rely on carbon credits. Regardless of jurisdiction, the direction is consistent. Businesses should explain the basis of claims in plain language, avoid implying whole-product benefits from narrow features, and keep evidence files that substantiate the exact wording they use. The practical takeaway is to build a repeatable internal process before you publish, not an ad-hoc scramble after a complaint.

How should we talk about carbon without greenwashing?

Use the terms precisely. Avoid "carbon neutral" claims that rely on buying credits. Net Zero means deep, real reductions across your value chain and only removing a small residual. If you need a fuller explanation for your website or tender, point readers to a plain-English explainer that sets out what the terms mean for your business and how you will achieve them.

Targets should combine two lenses. A top-down view aligned to science, and a bottom-up model of what your business can realistically deliver. Many organisations will face the carbon challenges of business growth, landlord constraints and limited supply-chain influence. Most will only achieve Net Zero targets once wider changes in technology and the economy have been achieved. Acknowledge this and explain how you will manage those realities and how you will review targets as better options emerge. When you fund environmental projects, describe them as contributions. Do not present them as a cancellation of your footprint. Above all, keep your carbon narrative balanced. Share the number, share the method and boundary, and share the story of progress, limits and next steps.

A plain-English checklist for greenwash-free communications

• Be specific and scoped. Say exactly what the claim covers, what it does not, and over what period.

• Hold proof and verify the supply chain. Keep an evidence file for each claim. Take reasonable steps to check supplier data before repeating it.

• Put key qualifiers next to the claim. If recyclability or compostability depends on facilities or conditions, say so at the point of claim.

• Balance the picture. Do not cherry-pick a positive attribute while omitting material downsides elsewhere.

• Tell the story behind the numbers. Pair metrics with a short narrative that is honest about growth, limits on your control, data gaps, and reliance on wider societal, economic and technological change.

• Avoid offsets and neutrality language. Focus communications on reductions first and avoid neutrality badges.

• Keep it current and correctable. Review claims regularly, retire outdated wording, and prepare a takedown or correction plan if facts change.

Safer wording swaps across common claim types

Materials and circularity

• Instead of "eco materials," say: "Outer carton contains 85 percent recycled fibre. The tray is PET with 30 percent recycled content."

• Instead of "plastic free," say which components are plastics, which are not, and explain any coatings or laminates.

Recyclable, compostable, biodegradable

• Replace "100 percent recyclable" with: "Widely kerbside recyclable in the UK. Check local collections for the cap. Not recyclable in mixed film streams."

• Replace "biodegradable" with the conditions: "Biodegrades in industrial composting. Not suitable for home compost."

Water, biodiversity and nature claims

• Avoid vague "nature positive." Specify the outcome: "Restored wetland habitat with independent monitoring of species richness."

Energy and efficiency

• Avoid "lower impact" without a basis. Use quantified comparisons, the test conditions and the baseline product or year.

Carbon-specific

• Instead of "carbon neutral," say: "We are reducing emissions across operations and supply chain. We support restoration projects as additional contributions. We do not claim to cancel our footprint."

• When using Net Zero, pair the claim with what it means for you and how you will achieve it, not just a date.

Examples your team can adapt

• "Our packaging uses 85 percent recycled fibre for the outer carton. The tray currently contains 30 percent recycled PET; the film is not yet recyclable. We are trialling mono-material film and will report results."

• "We have aligned our long-term ambition with the Science Based Targets initiative (SBTi), which recommends a 42% reduction by 2030 and a 90%+ reduction by 2050. Taking into account projected growth in our business, our bottom-up modelling indicates a 17% reduction is currently achievable by 2030 and 71% by 2050. We are transparent about the gap: closing it will rely on system-wide changes such as the development of lower-carbon materials and the electrification of the transport system."

• "We avoid neutrality badges and focus our messaging on real reductions. When we fund environmental projects, we describe them as contributions."

How we can help

• Green claims review and copy clean-up. We stress-test claims, fix wording, add essential context and assemble your evidence pack.

• Talking about carbon. We align messaging with clear principles: reductions first, transparent boundaries and realistic trajectories to Net Zero.