Sustainability communication without greenwashing

Sustainability has become a basic requirement in many industries—but at the same time, it’s a minefield when it comes to communication. How do you talk about your sustainability efforts without putting a foot wrong? And how do you do it in a way that actually drives business value? Here, we share our thoughts, pitfalls, and advice for sustainable communication about… sustainability itself.

That is why sustainability communication is more important than ever

Customers, employees, investors, and partners expect companies to take responsibility for more than just their own profits. At the same time, we’re facing a wave of skepticism. Greenwashing, empty promises, and vague language have led to low trust in sustainability communication in many cases. That’s why we need to communicate differently. More credibly. More humanely. And above all: more closely tied to the business.

How has sustainability communication evolved?

In the past, companies could get away with general messages about environmental responsibility and social considerations. But today, more is required. The trend has shifted from image-building to evidence-based communication, where transparency, concrete results, and long-term commitments are crucial. At the same time, sustainability issues have become increasingly integrated into the overall business strategy—which also places higher demands on marketing and communications departments.

What are the rules?

Legislation and guidelines regarding sustainability communication are becoming increasingly stringent—both in Sweden and internationally. Among the many important regulatory frameworks, the following are worth mentioning:

• CSRD (Corporate Sustainability Reporting Directive) – the EU’s new reporting requirements, which will apply to thousands of Swedish companies starting in 2024.
• The Green Claims Directive – an EU proposal requiring that all environmental claims be verifiable by independent third parties.
• The Marketing Act – prohibits misleading environmental claims and greenwashing.
• ISO 14021 – a standard governing the use of environmental claims.

Understanding these regulations is essential to avoiding legal and trademark risks.

Greenwashing and greenhushing – two sides of the same coin

The fear of being accused of greenwashing has led many companies to go to the opposite extreme: not communicating at all. This phenomenon is called greenhushing—when organizations choose to keep their sustainability efforts under wraps to avoid scrutiny. But not communicating is also a risk. It makes it harder to build trust, attract the right talent, and demonstrate your relevance in the transition. The key lies in communicating honestly, transparently, and fact-based—even when everything isn’t perfect. Because no one expects you to be done. But many want to know that you’re on your way.

Three common mistakes to avoid

If you want your sustainability communications to be successful, it’s a good idea to be aware of the most common mistakes and avoid them as much as possible.

• Hiding sustainability information in a separate sustainability report. If sustainability is communicated only in PDFs that no one reads, it risks becoming irrelevant to customers and employees. Integrate these messages into your ongoing marketing communications.
• Don’t exaggerate your efforts or use vague language. Phrases like “we care about the planet” aren’t enough. Be specific, present data, and explain what you’re actually doing.
• Failing to gain internal buy-in for the messages. Sustainability communication is as much an internal matter as it is an external one. Get your employees on board to avoid a disconnect between reality and rhetoric.

How to Create Truly Sustainable Communication

So how do you create long-term, sustainable communication that is clear and relevant? Start with the business. How does your sustainability work contribute to your value chain, competitiveness, and profitability? That’s when your communication becomes relevant and credible. Make it concrete. Highlight facts, examples, case studies, and changes. People want to know what you’ve actually done and what you plan to do, not just what you think. Communicate with empathy. Sustainability journeys are just that—journeys. It’s okay to highlight lessons learned, challenges, and incremental improvements.

Would you like help finding your sustainable voice?

At Navigator, we help organizations create sustainability communications that build trust, both internally and externally. Whether you’re just getting started or looking to take the next step, we’re here to serve as a sounding board and strategic partner.

If you’d like to learn more about sustainability communication, you can download our e-book, “15 Practical Tips for Your Sustainability Communication.”