#1 Stay away from general claims

“This shirt is eco-friendly” or “This is part of our responsible line!”

These are examples of general claims to steer clear of.

They are extremely difficult to prove and require an LCA as documentation.

Instead, be specific about what you do and the benefits of your products (and which part of the product they apply to!).

#2 Be aware of your visuals

You communicate with your visuals, which is why they also count as sustainability claims and, therefore, can lead to greenwashing.

That includes colors, symbols, pictures – you name it.

So, reconsider green backgrounds and pictures of nature.

And wave goodbye to your own sustainability labels, which you can no longer use according to the Empowering Consumers directive from the EU.

#3 Make sure it’s relevant

Your claim needs to be relevant when you make it.

That means you shouldn’t emphasize something that is the norm for a specific kind of product or something that only has a marginal benefit.

It also means that you can’t leave out any relevant information when you make a claim.

An example is saying that a product is biodegradable without mentioning which part of the product and which circumstances are necessary.

#4 Balance it out

Imagine coming across a company that seems to be doing great with lots of good ESG initiatives that only yield positive results.

Well, they might not be lying about their results, but they might also not be sharing the whole picture.

To avoid misleading consumers with the wrong impression, it’s important to balance out your message.

#5 Documentation. Documentation. Documentation

Maybe this should have been step one. It’s that important.

Because if you can’t document your claim, you shouldn’t be making it.

And make sure your documentation comes from or can be supported by third-party and recognized sources.

#6 Always double-check

When you think your text is ready to go, read it one more time.

But do it from the consumer’s point of view.

So while you’re reading, consider this: If I were a customer, and I didn’t know anything at all about sustainability, what would I think when I read or see this?

Still find it a bit overwhelming, boring, and unclear?

Fear not, we can help you either write a text or check one you’ve written.

Click here to read more about our communication services here:

Check it out

The 6 steps of checking for greenwashing