I’m someone who genuinely doesn’t want to harm the planet. I’ve made choices — being vegetarian, cycling, buying second-hand clothes — and I stick to them.

Sustainability is a major factor in my purchasing decisions, and like many others who take it seriously, I’m put off by brands that engage in corporate greenwashing.

Yet I know that sometimes companies make these mistakes unintentionally. Often, they fear that specific details will make their messaging unsexy, so they opt for vague green claims — only to hurt their credibility.

How can you avoid the dreaded “greenwasher” label? Let’s explore in this blog post. In it, you’ll find:

  • The explanation of the concept.
  • Regulation on green claims.
  • Notorious cases of greenwashing scandals — greenwashing examples.
  • Strategies for avoiding corporate greenwashing.
  • Advice on getting out of corporate greenwashing crises.

What is Corporate Greenwashing?

Greenwashing is the practice of misleading consumers into believing that a company or its products are more environmentally friendly than they actually are.

This can take many forms, including vague or exaggerated sustainability claims, the use of misleading labels or imagery, and marketing campaigns that highlight minor eco-friendly actions while masking significant environmental harm.

Only recently I found out that the term greenwashing was coined in 1986, which is a year I was born, so it’s like, really old, and it comes from something that annoys me deeply too.

It was coined by environmentalist Jay Westerveld, who criticized hotels for encouraging guests to reuse towels under the guise of environmental responsibility — while doing little to reduce their overall environmental impact.

He saw this as a self-serving marketing tactic rather than a genuine commitment to sustainability.

As a concept that describes certain business practices, greenwashing became more widespread in the 2000s, as consumer awareness of environmental issues grew.

Companies realized that promoting sustainability could be a strong selling point, leading many to exaggerate or fabricate their green credentials.

Governments and watchdog organizations have since developed regulations and guidelines.

Green Guides from the U.S. Federal Trade Commission

Even in the such as the U.S. where there is not much appetite for government regulation Green Guides from the U.S. Federal Trade Commission provide guidelines on environmental marketing claims to help prevent deceptive advertising.

Originally issued in 1992 and revised multiple times, the most recent update was in 2012. The Guides cover various claims such as "compostable," "recyclable," and "made with renewable materials."

They emphasize that broad, unqualified environmental claims (e.g., "eco-friendly") are likely misleading unless properly substantiated.

A key focus of the Green Guides is on specific environmental claims. Marketers are advised to use clear and accurate language when making claims about carbon offsets, certifications, and recyclability.

For instance, carbon offset claims must be backed by scientific evidence and cannot misrepresent when the reduction will take effect.

Certifications and seals of approval should clearly indicate their criteria and not imply broader environmental benefits than they actually cover.

The Guides also address claims like "free-of" and "non-toxic." A product advertised as "free-of" a harmful substance must not contain a similar or equally harmful substitute.

"Non-toxic" claims should be supported by evidence demonstrating safety for both humans and the environment.

Additionally, claims about renewable energy must specify the source (e.g., wind, solar) and be accurate about the extent of renewable energy used in production.

Another significant area is recyclability and degradability. Marketers should qualify recyclability claims if facilities for recycling the product are not widely available (defined as at least 60% of consumers having access).

Similarly, unqualified degradable claims should be avoided unless the product breaks down completely within one year under normal disposal conditions.

While these Guides are not legally binding, they serve as a framework for determining whether environmental marketing claims are misleading.

Companies that fail to adhere to these principles risk regulatory scrutiny and, perhaps more importantly, consumer distrust.

You may think that Donald Trump in the White house changes everything, and he is indeed likely to roll back green regulation, but it’s very unlikely that it will dramatically change consumer values.

And consumers are getting increasingly eco-conscious, especially the younger generations.

Green Claims Regulation in the EU

In the European Union, several regulations and guidelines serve a similar purpose to the U.S. Green Guides by addressing environmental marketing claims and preventing greenwashing.

The Directive on Unfair Commercial Practices (UCPD) (2005/29/EC) sets the foundation for truthful marketing, prohibiting misleading environmental claims.

Companies must ensure that their sustainability statements are clear, evidence-based, and not exaggerated. The 2021 Guidance on the UCPD further clarifies that vague terms like "eco-friendly" or "green" without supporting proof can be deemed unlawful.

Consumers rely on eco-labels to make informed choices, but not all labels are created equal. The EU Ecolabel Regulation (66/2010/EC) ensures that only products meeting stringent environmental criteria receive the EU Ecolabel.

This regulation helps prevent businesses from using self-declared, unverified labels that might mislead consumers.

Everything I know about the EU tells me that in the future, the norms governing green claims will only become tighter. Some of the proposals to do so are already in the EU lawmaking pipeline.

To further tackle inconsistencies in environmental marketing, the EU Green Claims Directive (proposed in 2023) aims to establish a standardized process for substantiating environmental claims.

If adopted, it would require third-party verification and ban misleading claims such as “climate-neutral” unless backed by verifiable, science-based evidence.

This move would help eliminate deceptive marketing tactics and build consumer trust.

Also, the Directive on Empowering Consumers for the Green Transition (proposed in 2022) takes consumer protection a step further by banning generic and unverified environmental claims.

It also seeks to regulate sustainability labels more strictly, ensuring that only claims based on transparent, measurable data reach consumers.

With evolving regulations, it makes sense for companies to proactively align their marketing practices with these legal frameworks. By doing so, they not only stay compliant but also build long-term trust with ever more environmentally conscious consumers.

Notable Cases of Greenwashing — Greenwashing Examples

When companies fail to meet both regulatory and societal standards they get punished. Here are some of the most consequential instances, when greenwashing has led to significant scandals affecting consumer trust and corporate reputations:

Volkswagen's Emissions Scandal

In 2015, Volkswagen was found to have installed software in diesel vehicles to manipulate emissions tests, making their cars appear more environmentally friendly than they were.

This deception, known as "Dieselgate," resulted in over $30 billion in fines and legal costs, severely damaging the company's reputation.

Innocent Drinks' Misleading Advertisements

In 2022, Innocent Drinks, owned by Coca-Cola, released advertisements featuring animated animals promoting environmental messages.

Despite these eco-friendly themes, the company continued to use single-use plastics, leading to accusations of greenwashing and criticism for not aligning their marketing with their practices.

Keurig's Recycling Claims

Pod Coffee Makers Keurig faced scrutiny for misleading consumers about the recyclability of their coffee pods. While the company claimed their pods were recyclable, the process was complex and not feasible in many recycling facilities, leading to allegations of deceptive environmental claims.

H&M's Sustainable Fashion Line

H&M introduced a "Conscious" collection, marketed as a sustainable fashion line.

However, investigations revealed that the collection lacked transparency regarding its environmental benefits, and the company faced criticism for not providing sufficient evidence to support its sustainability claims.

All of these companies probably thought that their claims will somehow go through and will not be scrutinized. But today's consumers are well-informed, have decent information-finding skills and can quickly identify insincere claims.

And the social media mean that findings of greenwashing will spread like wildfire. And so will the reputational damage.

Strategies to Avoid Greenwashing

So “that will do” attitude may lead you into trouble. How not to greenwash? To maintain integrity and foster trust, consider the following strategies:

Engage in Genuine Sustainability Practices

Implement Real Changes: Before promoting your brand as sustainable, ensure that you've made tangible changes in your operations, such as reducing waste, conserving energy, or sourcing materials responsibly.

Continuous Improvement: Sustainability is an ongoing journey. Regularly assess and improve your practices to stay aligned with environmental standards and consumer expectations.

Be Transparent

Honest Communication: Clearly convey your sustainability initiatives, including both achievements and areas needing improvement. Transparency fosters trust and shows consumers that you're committed to genuine progress.

Avoid Vague Terminology: Steer clear of ambiguous terms like "eco-friendly" or "green" without providing specific details. Instead, offer concrete information about your products' environmental benefits.

Substantiate Your Claims

Provide Evidence: Back up your environmental claims with data, certifications, or third-party audits. This not only validates your statements but also enhances credibility.

Stay Updated: Ensure that all claims are current and reflect ongoing efforts. Outdated or expired certifications can mislead consumers and damage trust.

Educate Your Audience

Transparent Messaging: Use your platform to inform consumers about your sustainability journey, including challenges and milestones. This openness can build a loyal customer base that appreciates your honesty.

Avoid Overemphasis: While it's essential to highlight your green initiatives, ensure that they don't overshadow other vital aspects of your brand. Overemphasis can lead to skepticism.

Collaborate with Credible Partners

Third-Party Certifications: Partner with recognized environmental organizations to certify your products or services. This external validation can enhance your brand's credibility.

Transparent Supply Chains: Work with suppliers who share your commitment to sustainability, ensuring that eco-friendly practices are maintained throughout the production process.

How to Recover from a Greenwashing Scandal

But what if some mishap has already lead you into a PR crisis? In fact, businesses that respond effectively can rebuild credibility and emerge stronger. Here’s how you can navigate the fallout and regain public trust.

Acknowledge the Mistake Transparently

The worst thing a company can do after being accused of greenwashing is to deny or downplay the issue. Instead:

  • Publicly acknowledge the mistake without vague or defensive language.
  • Issue a clear and honest apology rather than a generic corporate statement.
  • Communicate a commitment to improving sustainability efforts with concrete actions.

Take Immediate Corrective Action

Consumers and regulators want to see action, not just promises:

  • Withdraw misleading advertisements and rework marketing campaigns to reflect reality.
  • Adjust sustainability goals based on scientific data and industry best practices.
  • Introduce third-party certifications or independent oversight to validate environmental claims.

Conduct a Full Internal Audit

To avoid repeating mistakes, companies should assess their environmental claims and sustainability practices:

  • Investigate misleading claims and identify where sustainability messaging fell short.
  • Engage third-party auditors to evaluate environmental impact and ensure compliance.
  • Reassess corporate sustainability goals to align with measurable and realistic improvements.

Rebuild Trust Through Transparency

Once corrective actions are taken, companies must show consistent progress:

  • Regularly publish verified sustainability reports detailing improvements and challenges.
  • Engage in open dialogue with consumers, NGOs, and industry experts.
  • Allow independent organizations to assess and communicate the company’s sustainability efforts.

Automate Your Resolutions

Even after committing to real sustainability improvements, companies must ensure their messaging remains clear, consistent, and credible across all platforms. This is where tone of voice automation tools like Writitude can help.

  • Ensure consistency across different channels — whether it’s social media, newsletters, or website content — so that sustainability claims remain aligned with company values.
  • Prevent greenwashing risks by avoiding vague or misleading terms like “eco-friendly” or “green.” Define forbidden and preferred terms such as “carbon-neutral” or “zero waste” using Writitude glossaries to maintain clarity.
  • Adapt messaging without losing credibility by tailoring sustainability communications to different audiences while staying true to the company’s sustainability commitments.

Recovering from a greenwashing scandal isn’t easy, but businesses that commit to transparency, accountability, and genuine sustainability improvements can rebuild their reputation.

By automating sustainability messaging, businesses can avoid accidental inconsistencies, strengthen brand integrity, and build long-term trust with eco-conscious consumers.

Which, increasingly, is all consumers.