How Can Companies Avoid Greenwashing and Show Real Sustainability?
Let’s explore how your business can avoid greenwashing and shine a positive light on sustainability efforts without risking credibility.
Sustainability, greenwashing, and brand trust are hot topics in today’s B2B landscape and for good reason. Sustainability has rightly become a major focus for businesses across the UK, especially among medium-sized businesses that are under growing pressure to prove their environmental efforts. Customers, suppliers, investors and employees alike are all asking tougher questions about what businesses are doing for the planet. Companies that act genuinely and communicate authentically about their green credentials can build stronger brands, deepen trust, and stand out in a crowded market.
But there’s a catch: it’s all too easy to fall into the trap of “greenwashing” — whether accidentally or, worse, through overclaiming — and damaging your brand’s reputation in the process.
First, What is Greenwashing?
Greenwashing is when a company gives a misleading impression of its environmental efforts. This could be anything from exaggerating eco-friendly practices to making vague claims without evidence. Sometimes it’s intentional; sometimes it happens because businesses move too fast without checking the facts.
Either way, audiences are becoming increasingly savvy and sceptical. If your claims don’t add up, or if your actions don’t match your words, people will notice. And once trust is lost, it’s extremely difficult to rebuild.
Why Authentic Sustainability Messaging Matters
Authentic sustainability messaging isn’t just a box-ticking exercise. It offers real, tangible benefits:
- Stronger Brand Trust: Companies that are honest and transparent build deeper loyalty
- Competitive Advantage: Buyers and procurement teams are prioritising businesses that can demonstrate genuine sustainable initiatives
- Employee Engagement: Today’s talent pool is drawn to purpose-driven businesses
- Long-term Resilience: Regulatory pressures are increasing — businesses that are genuinely sustainable will be better prepared for future changes
Being real about your green journey, even if you’re just getting started, is far more powerful than trying to present a perfect picture.
The Risk of Getting It Wrong
While reputational damage is significant, the financial and legal consequences of greenwashing are becoming just as serious; particularly in light of new legislation. Until now, the main consequence of greenwashing has been negative publicity and reputational harm. However, from April 2025, the Competition and Markets Authority (CMA) will have the power to impose fines for breaches of consumer law. These fines could amount to up to 10% of a company’s global turnover or £300,000, whichever is greater.
There is also the EU Green Claims Directive, adopted in March 2024, which represents one of the most impactful regulatory shifts to date. It requires businesses to substantiate environmental claims with robust, verifiable evidence before publishing them. Companies must be transparent with both the public and the relevant authorities and face penalties if they fail to meet the standard.
Key highlights include:
- Environmental claims based solely on carbon offsetting schemes are no longer permitted
- All claims must undergo third-party verification
- Fines could reach a minimum of 4% of annual turnover for non-compliance
This isn’t just an EU concern. The ripple effects are already being felt across UK businesses particularly those working with European partners or clients. As scrutiny intensifies, many businesses are becoming more cautious, and rightly so.
A B2B Example: Adecco’s Tree Planting Initiative
Here’s an example of a B2B organisation that has shared their sustainability journey in an authentic way, bringing it to life for their customers as part of how they communicate their core values.
Adecco’s Tree Planting Initiative — Since their partnership with environmental organisations began in 2019, Adecco has planted over 10,000 trees in celebration of the people they have worked with, helping to rewild the Scottish Highlands. It’s a small, focused initiative that grows into a significant impact over time and it gives clients a real, relatable insight into how the company is working on sustainability in a tangible, authentic way.
Tips to Showcase Your Green Credentials Authentically
- Start with Substance, Not Spin
Before shouting about sustainability, make sure your house is in order. Invest in meaningful actions — whether that’s reducing carbon emissions, improving supply chain ethics, or launching eco-friendly products. Then talk about what you are actually doing, not what you wish you were doing.
- Be Specific and Evidence-Based
Avoid vague language like “eco-friendly” or “sustainable” without context. Be clear and show the proof — use data, certifications, case studies, and real stories to back up your claims.
- Acknowledge the Journey
You don’t have to be perfect. In fact, showing that you are on a journey and being honest about your challenges can actually build more trust than pretending you have all the answers.
- Put Your Recognised Standards and Certifications Front & Centre
Certifications like B Corp, ISO 14001, or Carbon Trust Standard give your claims weight. If you don’t yet have them, be open about your plans to achieve them.
- Train Your Teams
Everyone who represents your brand — from sales to customer service — should understand your sustainability initiatives so they can talk about them confidently and consistently.
- Communicate Regularly
Sustainability is an ongoing commitment, not a one-off campaign. Regular updates, impact reports, blogs, and videos showing your progress, keep audiences engaged and shows that you’re serious.
Green the Right Way: The Opportunity for Medium-Sized Businesses
For medium-sized businesses in the UK, there is a real opportunity here. Many larger corporates are weighed down by bureaucracy, and many smaller businesses lack the resources. Medium-sized companies are perfectly placed to act nimbly, innovate and show leadership.
By focusing on real, tangible action and communicating authentically, you’ll not only avoid the pitfalls of greenwashing, but you’ll build a brand that stands strong for years to come.
Because in today’s world, doing good is good business.
