Avoiding Accidental Greenwashing: Why Verified Sustainability Claims Are Critical for Business Trust

On April 3, 2025, Nature published a research paper titled “An Experimental Study on the Susceptibility of Purchasing Managers to Greenwashing.” The study shows that greenwashing—whether intentional or accidental—erodes trust in sustainability claims, even among experienced professionals. Its key finding: purchasing managers often struggle to distinguish between legitimate certifications and misleading environmental assertions. This highlights the growing urgency for clarity, verification, and third-party validation in environmental communications.

As more companies position themselves as climate-conscious and socially responsible, the risks of overstating environmental progress—or failing to back up claims with hard data—are increasing. Even the appearance of greenwashing can undermine brand credibility, expose organizations to regulatory penalties, and stall genuine sustainability efforts.

What Is Greenwashing? Greenwashing occurs when businesses exaggerate or misrepresent their environmental impact—whether deliberately or due to poor communication (OECD definition). For example, labeling a product as “eco-friendly” without measurable proof invites skepticism. Without robust frameworks to verify such claims, even well-meaning companies risk reputational harm, regulatory consequences, and loss of stakeholder trust.
more at: https://sgppartnership.org/avoiding-accidental-greenwashing-why-verified-sustainability-claims-are-critical-for-business-trust/

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