EmpCo Insights 3
The new green is precision, where vague statements lose ground and verifiable details gain importance.
Just a few years ago, many brands could rely on a green leaf symbol, a “climate-neutral” label, or phrases like “good for the environment” to make products appear more sustainable. Today, communication around environmental claims has shifted significantly. Companies still promote environmental benefits, but they do so more cautiously, more specifically, and increasingly with accompanying explanations. The reason is a mix of public pressure, growing consumer awareness, and stricter expectations regarding substantiation.
Those Who Claim Must Prove
One noticeable shift is the move from broad promises to more narrowly defined statements. Instead of general terms (environmentally friendly, sustainable), claims are more often limited to specific aspects: lower CO2 emissions in production, recycled materials, reduced packaging, or measurable savings in logistics and energy use. These are accompanied by figures, time frames, and reference points, such as “30% less plastic than in 2020” or “made from 80% recycled aluminum”. Such statements may seem less spectacular, but they are more verifiable.
At the same time, the tone has changed. Where self-praise once dominated, explanatory hints now appear more frequently: What system boundaries apply? Does the claim refer to the product, the packaging, or transportation? Were emissions offset, or were they actually avoided and reduced? Many companies now explain their methodology, link to background pages, or publish verification reports. This is not only a service but also a safeguard: those who transparently clarify what a claim covers and what it does not, reduce the risk of being accused of greenwashing.
Goals Instead of End States
Another trend is that companies communicate processes rather than end states. “On the way to…” and “by 2030” have become standard phrases. Behind this lies the recognition that sustainability is rarely a switch that can simply be flipped, but rather a transformation of supply chains, materials, and energy systems. At the same time, expectations are rising that such roadmaps be backed up with clear interim targets, defined responsibilities, and measurable progress.
Not least, communication has become more defensive. Legal and compliance departments are more closely involved, campaigns are carefully reviewed, and terminology is chosen with greater precision. This results in less gut-driven marketing and more fact-based communication. For consumers, this is a positive development, as long as transparency does not turn into a desert of text. The challenge remains: to formulate environmental information in a way that is accurate, comprehensible, and still understandable. Ultimately, this will determine whether an environmental claim builds trust or scepticism.
Written by Petra Schmatz
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