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.

Regulatory Reality

Regulatory scrutiny is intensifying. In the European Union, the forthcoming Green Claims Directive (set for full enforcement by 2028) will prohibit vague, unverified environmental claims. It will also ban emissions-offset-based marketing unless fully substantiated. Meanwhile, in the U.S., the Federal Trade Commission (FTC) is reviewing its Green Guides to tighten regulations on environmental marketing practices. Globally, similar regulations are likely to follow.

In this evolving landscape, third-party certifications such as the Sustainable Green Printing Partnership (SGP) and ISO 14001 are no longer optional. These standards bring structure and accountability to sustainability strategies, helping companies meet rising compliance requirements while building public trust.

Why Certification Matters

With more than 400 eco-labels circulating globally, confusion is inevitable. Trusted certifications like SGP help cut through the noise by delivering:

• Credibility: Independent validation based on verifiable, measurable data.
• Transparency: Clear documentation of supply chain and environmental practices.
• Continuous Improvement: Structured frameworks for measurable progress and environmental impact.

SGP stands out by addressing the specific challenges of the printing industry, providing actionable data on energy use, waste diversion, and emissions reduction. Unlike generic labels, SGP-certified facilities meet stringent standards and are required to continually improve, ensuring long-term sustainability. Trusted by leading brands, SGP strengthens supply chain transparency and credibility across industries.

Research Confirms the Challenge

The Nature study revealed a startling insight: purchasing managers—even within the EU’s tightly regulated market—showed no significant difference in willingness to pay for products bearing greenwashed claims versus those with legitimate certifications. Even experienced sustainability professionals can be misled by vague or misleading assertions.

As the study’s authors, Owais Khan and Andreas Hinterhuber, explain:

“Insights from this research aim to strengthen sustainable procurement practices, mitigate greenwashing risks, and create a more reliable marketplace for environmentally responsible products.”

Clear, third-party verified claims are the best defense against this confusion—and the key to building trust across procurement and customer touchpoints.

Your Anti-Greenwashing Checklist

To avoid the reputational and regulatory pitfalls of greenwashing:

• Audit Your Claims: Ensure all marketing language aligns with verified data.
• Back It Up: Use metrics like carbon reduction, waste diversion, and energy efficiency.
• Choose Certified Partners: Work with SGP-certified suppliers for full-chain accountability.
• Be Transparent: Communicate both wins and challenges—authenticity builds trust.
• Train Your Teams: Equip employees with tools to recognize and avoid greenwashing risks.

Even well-intentioned companies can fall into the trap of accidental greenwashing. Third-party certifications like SGP provide the structure, transparency, and credibility necessary to avoid it. They ensure that sustainability efforts are not only real but also measurable and defensible.

As the Nature study reminds us, sustainability should never rely on guesswork. Verified frameworks like SGP certification offer businesses a clear path to authentic environmental responsibility—while reinforcing lasting trust with customers, regulators, and the planet.

According to the 2024 Edelman Trust Barometer, 64% of consumers now say they choose to buy from brands they believe are making a positive environmental impact. The stakes have never been higher—or the opportunity greater—for companies to get it right.

About the Author

Jonathan Graham is a leader in sustainability and marketing with over 20 years of experience in industrial markets and a Master’s in Journalism from the University of Mississippi. As Chair of the SGP Board of Directors (2020-2022) and founder of the SGP Foundation, Jonathan has championed sustainable practices across the printing and packaging sectors. Through the Sustainable Green Printing Partnership, he promotes industry standards and eco-friendly practices. A seasoned marketing executive, Jonathan has led digital engagement and content strategy at major companies, enhancing brand visibility and loyalty. Known for crafting impactful brand narratives, he combines sustainability expertise with marketing acumen to inspire progress and promote responsible, long-term business practices.

Read the other posts in Jonathan’s sustainability focused blog series:

• Don’t Let Politics Derail Your Profits: The Sustainability Advantage
• How to Elevate Your Marketing with Sustainability: Build Trust and Drive Growth for Long-Term Business Success
• 5 Ways to Reduce Your Carbon Footprint
• Transform Your Brand with Sustainability: Top Tips for Social Media Success
• Why Every Company Needs a Sustainability Management System

Disclaimer:
The opinions expressed in this blog post are those of the author(s) and do not necessarily reflect the views or opinions of SGP Partnership. SGP Partnership does not endorse or guarantee the accuracy of any information provided in this post and is not responsible for any errors or omissions. The content is for informational purposes only and should not be considered professional advice.