6 types
Patterns
Most cases fall into a handful of repeatable patterns.
Greenwashing: how to spot and avoid it
Keep sustainability claims honest and evidence-based.
Greenwashing happens when sustainability claims are exaggerated, vague, or unsupported. Use this page to understand common types of greenwashing, review examples, and build controls that keep your ESG narrative credible.
Greenwashing: how to spot and avoid it
Greenwashing is when sustainability claims mislead stakeholders—often by exaggerating benefits, omitting context, or hiding trade-offs.
0 proof
Risk
Claims without evidence can violate regulations.
100%
Transparency goal
Aim for 100% traceability of sustainability claims.
Key focus areas
Vague language. Claims like “eco-friendly” without definitions or data.
Hidden trade-offs. Highlighting one positive while ignoring larger harms.
Irrelevant claims. Boasting about actions already mandated by law.
False labels. Using fake certifications or visuals to imply verification.
WHY IT MATTERS
Why greenwashing hurts
Trust erosion. Stakeholders lose confidence when they uncover misleading claims.
Regulatory penalties. Marketing regulators pursue false or vague statements.
Internal confusion. Teams struggle when CSR, marketing, and legal aren’t aligned.
Investor scrutiny. ESG funds expect evidence to back sustainability messaging.
HOW TO ACT
Controls + governance
- Catalog claims. List every sustainability message across channels.
- Document evidence. Link each claim to data, approvals, and owners.
- Review with legal + ESG teams. Run joint reviews before launch.
- Update quickly. When facts change, revise claims and notify stakeholders.
MEASUREMENT
Measurement + reporting
- Claim tracker. Use RunSustainably to record copy, data sources, and approvals.
- Audit cadence. Schedule periodic claim audits to ensure accuracy.
- Incident response. Log issues, fixes, and communication plans.
- Training metrics. Track who completed greenwashing compliance training.
Action ideas
Run a greenwashing audit. Spot-check pages, packaging, and ads for unsupported claims.
Create a claim checklist. List required data, approvals, and disclaimers.
Publish a transparency note. Explain how you handle sustainability claims and corrections.
GLOSSARY SNAPSHOT
Terms to know
Greenwashing. Misleading sustainability claims.
Substantiation. Evidence that supports a claim.
Disclosure control. Process for approving ESG statements before publication.
FAQS
Greenwashing: how to spot and avoid it FAQs
What are common types of greenwashing?
Vague language, hidden trade-offs, irrelevant claims, false labels, and exaggerated commitments.
Can we share goals without data?
Yes, if you label them as goals and share the plan + metrics you’ll use to track progress.
How do we fix past greenwashing?
Correct the claim, explain what changed, and share how you’ll avoid repeats.
Where do we log claims?
RunSustainably can store copy, evidence, and approvals for every sustainability statement.
Drova RunSustainably unites objectives, approvals, and reporting so ESG stories stay credible.
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