
Top Ten Ways to Avoid Greenwashing and Greenhushing in 2025.
Date: January 2025
Read time: 4 mins
Author: Charlie Martin
In 2025, as sustainability becomes a cornerstone of corporate strategy, businesses face increasing pressure to communicate their environmental and social initiatives accurately. However, two pitfalls—greenwashing (misleading claims about sustainability) and greenhushing (failing to disclose meaningful sustainability efforts)—remain challenges. Striking the right balance between transparency and authenticity is crucial.
Here are the top ten ways to avoid greenwash and greenhushing, based on our experience working with organisations committed to ethical marketing and sustainability practices:
1. Anchor Claims in Verifiable Data
Avoid vague or unsubstantiated claims like “eco-friendly” or “sustainable.” Instead, use concrete data to back up assertions. For example, instead of saying, “Our product is environmentally friendly,” state, “This product reduces water use by 25% compared to industry standards, verified by [certified body].”
Ensure data comes from reputable third-party certifications such as ISO, B Corp, or Fairtrade. Transparency about methodologies used in your measurements will bolster credibility.
2. Use Plain Language, Not Jargon
While technical terms might impress industry insiders, they can alienate consumers. Terms like “net zero,” “biodegradable,” or “carbon negative” need clear explanations. For example, explain:
“Our product is biodegradable, meaning it breaks down naturally in 12 months under standard composting conditions, as verified by [certifier].”
Clarity builds trust and avoids confusion or misinterpretation.
3. Embrace Full Transparency
Consumers are increasingly savvy and expect access to detailed information about sustainability claims. Provide comprehensive explanations in accessible formats, such as FAQs, sustainability reports, or product packaging QR codes linking to evidence.
Transparency also includes admitting areas where improvement is needed. Acknowledging imperfections shows authenticity and commitment to long-term progress.
4. Avoid Cherry-Picking Positive Metrics
It’s tempting to highlight only favourable outcomes while ignoring broader impacts. For instance, a company may tout “100% recycled packaging” while ignoring the carbon footprint of its supply chain.
Adopt a holistic approach to sustainability reporting. Cover a wide range of metrics, including energy use, water consumption, waste, and social equity. Balanced reporting avoids misleading stakeholders and helps organisations stay accountable.
5. Set Measurable, Time-Bound Goals
Sustainability strategies should include clear goals with timelines and milestones. For example:
“By 2030, we aim to reduce Scope 3 emissions by 40% from a 2020 baseline.”
Regular updates on progress build credibility and help stakeholders track commitments. Ensure that goals align with internationally recognised frameworks like the Science-Based Targets initiative (SBTi) or the UN’s Sustainable Development Goals (SDGs).

6. Ensure Claims Reflect the Entire Product Lifecycle
Sustainability is about more than just one phase of a product’s lifecycle. Claims like “100% recyclable” may overlook significant emissions during production or distribution. A life-cycle assessment (LCA) provides a comprehensive view, evaluating environmental impacts from raw material sourcing to disposal.
If full lifecycle data isn’t available, be clear about limitations:
“This product is 80% recyclable, with ongoing efforts to address non-recyclable components by 2026.”
7. Train Teams on Ethical Communications
Often, misleading claims result from a lack of understanding rather than malicious intent. Invest in training for marketing and communications teams to ensure they understand the regulatory frameworks governing sustainability claims, such as:
- The UK Green Claims Code
- EU Directive on Corporate Sustainability Reporting
- ISO 14021: Environmental Labels and Declarations
An informed team reduces the risk of greenwashing and ensures consistent, accurate messaging.
8. Partner with Independent Experts
Engage independent auditors, NGOs, or sustainability consultants to verify claims and identify potential blind spots. Third-party validations enhance credibility, offering assurance to both consumers and regulators.
Collaborating with experts also helps businesses stay updated on best practices and regulatory changes in sustainability communications.
9. Avoid Silence: Greenhushing is a Missed Opportunity
While avoiding greenwash is critical, greenhushing—failing to communicate legitimate sustainability achievements—can hinder progress. By withholding information, organisations miss opportunities to inspire stakeholders and gain recognition for their efforts.
A measured approach is key. Share achievements honestly and clearly, while contextualising them within ongoing efforts and challenges. Focus on storytelling that highlights a journey rather than a perfected outcome.
10. Engage Stakeholders in the Conversation
Sustainability is not just about declarations—it’s about dialogue. Involve stakeholders, including employees, customers, and communities, in your sustainability journey. Solicit feedback through surveys, social media, or community forums.
Meaningful engagement fosters trust and generates valuable insights for improving sustainability practices. Additionally, stakeholder advocacy can amplify your organisation’s credibility and impact.
Bonus Tip: Stay Updated on Regulations
The landscape of sustainability claims is evolving rapidly, with governments and regulatory bodies introducing stricter guidelines. Stay informed about:
- The UK Competition and Markets Authority’s (CMA) Green Claims Code updates
- EU Corporate Sustainability Reporting Directive (CSRD) developments
- New global standards, such as those from the International Sustainability Standards Board (ISSB)
Being proactive in compliance not only mitigates legal risks but positions your organisation as a leader in ethical sustainability communication.