Sustainability Matters, But So Does Honesty
July 2025, By Nicola Church
In recent years, sustainability has evolved from a niche concern to a mainstream priority. Companies are increasingly eager to showcase their environmental credentials by launching eco-friendly products, publishing carbon neutrality goals, and integrating “green” messaging into their marketing strategies. But as sustainability claims multiply, so does consumer scepticism. Consumers are now aware of, and wary of, greenwashing.
So, what exactly is greenwashing?
Greenwashing is where brands or organisations make misleading or exaggerated environmental claims – often to cover up or divert attention away from their less sustainable practices.
With increased consumer engagement in sustainability, authenticity is more important than ever for brands. Once met with enthusiasm, vague or superficial environmental messaging is now often met with scrutiny. According to NielsenIQ, 77% of consumers say they will walk away from a brand that is guilty of greenwashing – and once trust is lost, it is hard to regain. For brands, this can translate into reputational damage, loss of market share, and potentially legal risks.
What’s changed? Brands used to get away with it!
Quite simply, we care more, and it’s human nature that we don’t want to be lied to.
As we have become more engaged with sustainability, we understand more and feel empowered to question and scrutinise claims being made by brands. With just a few clicks, buyers can investigate a company’s sustainability reports. If a brand’s actions don’t align with its promises, it’s no longer a private concern – it’s a public conversation. Consumers are no longer passive recipients of messaging; we are active fact-checkers, reviewers, and influencers.
Not only do we have access to information, but we’re also asking harder questions of brands: Is this company truly reducing its environmental impact, or is it simply offsetting emissions? Is this product made sustainably, or is the packaging just biodegradable? Whilst this conversation is led by Gen Z and Millennials, as we have seen in our latest Say Do Sustainability Study, the demand for authenticity and transparency is universal, across generations. Consumers are forgiving, but they demand honesty. They don’t expect brands to get everything right, but they do expect brands to be honest about their initiatives and not to hide behind superficial claims.
And finally, regulatory scrutiny is increasing with companies being held to higher standards of proof. This legal pressure will, in time, reinforce what consumers are already demanding: transparent, claim, accurate and verifiable sustainability messaging.
Greenwashing is no longer an option
Superficial sustainability messaging without real action will likely backfire. But the opportunity is equally compelling. Brands that invest in genuine sustainability, can demonstrate the impact of their initiatives, communicate them consistently with authenticity and honesty – will build deeper trust and stronger customer loyalty.
Consumers want to support businesses that align with their values, but they expect honesty, not hype. The future of sustainability isn’t about perfect solutions; it’s about progress, accountability, and trust.
The winners will be those brands who go beyond “green” labels and focus on impact. Storytelling still matters, but it must be grounded in substance. Companies must be prepared to show – not just tell – what sustainability looks like.
If you’re interested in learning more about Say Do Sustainability Study and how it can benefit your business, contact us today at info@mm-eye.com or use the form below to book a consultation.