How to Talk About Sustainability Without Greenwashing
Sustainability is a powerful message—but it’s also one that can backfire if it’s not communicated authentically. For SMEs, green tech startups, and any brand trying to align with environmental values, it’s easy to overreach. Greenwashing—where a business overstates or misrepresents its environmental impact—can seriously damage trust and credibility.
This post offers practical guidance on how to communicate sustainability in ways that are honest, impactful, and aligned with your brand’s true actions. Whether you’re a UK-based SME, a purpose-driven business, or a clean energy pioneer in Africa, here’s how to build trust—not backlash.
Understand What Greenwashing Actually Is
Greenwashing takes many forms—from vague claims like “eco-friendly” with no evidence, to using misleading visuals (think: leaves and oceans) that suggest more than the company delivers. It can also include cherry-picking data, or focusing on small ‘green’ wins while ignoring a much larger environmental footprint.
The key to avoiding greenwashing is this: say what you do, and do what you say. That might sound obvious, but in the rush to meet demand for ethical messaging, it’s easy to drift into exaggeration.
Start With Substance
Strong sustainability communications begin with strong action. Before you announce anything externally, take a hard look at your internal practices:
Have you actually reduced emissions, or just offset them?
Are your suppliers aligned with your values?
Do your packaging or transport methods contradict your message?
If you’re in early stages, that’s okay—transparency goes further than perfection. Say what you’re working on and why.
Be Specific, Not Vague
Terms like “eco-conscious” or “green” are essentially meaningless without context. Instead, say:
“We’ve reduced plastic packaging by 40% in the last 12 months.”
“Our delivery fleet is now 100% electric.”
“We’re conducting a full audit of our supply chain emissions this year.”
These kinds of specific, measurable statements build credibility.
Tell the Story Behind the Stats
Facts matter—but so do people. Audiences respond best to stories that connect with human values. If you’ve launched a new initiative, spotlight the team behind it. Share the challenges, trade-offs, or learnings along the way. Let people see your journey, not just your results.
Align Messaging Across All Channels
One of the most common missteps is when sustainability appears only in a press release or one page of a website, but is absent elsewhere. Your commitment should be visible across:
Product pages
Social media content
Investor communications
Internal messaging and recruitment
Consistency signals authenticity.
Engage Your Team
Your employees are your most credible ambassadors. Involve them in your sustainability storytelling. Whether it’s a factory switch to renewable power or a recycling drive at HQ, let your team’s voice shine through. They can validate your message in ways that resonate far beyond formal marketing.
Prepare for Scrutiny
If you’re making environmental claims, assume someone will double-check. And that’s a good thing. Make sure any statistics or assertions are backed up with verifiable data or certification. For example:
Use recognised frameworks like GRI or B Corp where possible
Reference independent audits or third-party assessments
Provide links to sustainability reports or impact dashboards
It’s Okay to Be a Work in Progress
No company has all the answers—and pretending you do can backfire. Audiences value honesty over hype. If you’re early in your sustainability journey, be upfront:
“We’re not there yet, but here’s what we’ve done so far and what we plan to tackle next.”
This kind of message builds trust, especially with discerning stakeholders like investors or B2B clients.
Local Relevance, Global Standards
For companies operating in African markets or engaging with UK SMEs, sustainability looks different depending on context. Energy challenges, infrastructure, and policy vary widely. Make sure your messaging respects that complexity—highlighting your work without overstating your control over systemic challenges.
Review, Reflect, Improve
Sustainability communications is an ongoing conversation. Revisit your messaging regularly. Is it still accurate? Are there new stories to tell? Is your tone aligned with your brand voice? Consider tools like a Green Impact Audit (yes, we offer one!) to assess whether your messaging is as strong, consistent and trustworthy as it could be.
Greenwashing isn’t just about bad intentions—it’s often the result of poor planning or pressure to ‘look good’. By grounding your communications in evidence, telling human stories, and being transparent about progress, you’ll not only avoid the greenwashing trap—you’ll earn the kind of brand loyalty money can’t buy. Need help crafting honest, high-impact sustainability comms? Whether you’re an SME looking to define your voice or a climate tech brand ready to scale, StoneComms is here to help. Get in touch for a free discovery call, or subscribe to our newsletter for monthly insights on green messaging that works.