How to avoid greenwashing your brand

The era of vague sustainability claims is over. In Australia and New Zealand, the shift from brand awareness to brand accountability is well underway. What a brand says about its impact now carries the same scrutiny as how it performs commercially.

Sustainability is no longer a layer of messaging. It is a business practice that needs to stand up to examination from regulators, media and consumers.

At Adhesive, we believe great stories must be earned. That applies as much to sustainability as it does to any brand narrative. When claims are not grounded in truth, the story does not hold. In today’s market, greenwashing is one of the fastest ways to erode trust.

The regulatory shift in Australia and New Zealand

Regulation has tightened. The ACCC has made environmental claims a clear enforcement priority, with recent reviews showing a significant proportion of businesses making claims that are vague, misleading or unsubstantiated. Updated guidance places emphasis on clarity, evidence and accuracy.

New Zealand is following a similar path. The Commerce Commission has reinforced expectations around transparency and the consequences of misleading claims. This is not just about avoiding fines. It is about maintaining credibility in a market where consumers are increasingly informed and sceptical.

For brands, this means every sustainability claim must be defensible. Communications can no longer move ahead of operational reality.

Precision builds credibility

Many brands fall into the trap of broad, well-intentioned language. Terms like sustainable or eco-friendly are often used without explanation.

Today, those words raise more questions than they answer.

Precision matters. What specifically has changed? What part of the product or process is improved? What measurable impact has been achieved?

Clear, specific language not only aligns with regulatory expectations, it also gives journalists something tangible to work with. It shifts the conversation from intent to evidence.

Data and verification

Credibility is built on proof. That can include internal data, independent audits or recognised certifications.

Journalists and stakeholders expect to see the detail behind a claim. Without it, a story is unlikely to land. With it, the same story becomes far more compelling.

PR plays a role here as a sense check. Before a claim reaches the market, it should be challenged, clarified and supported by evidence. This protects the brand and strengthens the story.

The role of certification and what it actually signals

Third-party certifications have become an important part of this landscape. B Corp is one of the most recognised, alongside others such as Climate Active and FSC.

As a certified B Corp, Adhesive sees this not as a badge, but as a framework. It requires ongoing assessment across governance, team, community and environmental impact. It is designed to ensure that what a business says is reflected in how it operates.

For brands, certification can support credibility, but it must be communicated carefully. It is important to be clear about what has been assessed and what sits outside that scope.

The most effective use of certification is as a starting point. It shows a commitment to accountability, but the strength of the story lies in how a business continues to improve beyond that baseline.

The risk of visual greenwashing

In lifestyle and consumer categories, the risk is not only in language. It is also in imagery.

Nature-led visuals, green colour palettes and sustainability cues can imply environmental benefits that may not exist. Regulators are increasingly attentive to this. Visuals can be interpreted as claims.

The more effective approach is to focus on transparency. Where is the product made? How is it transported? What happens at end of life? Addressing these questions directly builds a more credible and considered narrative.

Closing the gap between what you say and what you do

One of the most common challenges is the gap between intention and delivery. Ambition moves quickly. Operations take time.

Announcing commitments before the business is ready to support them creates risk. In a connected environment, inconsistencies are quickly surfaced.

Strong communications should reflect what is true today, while being clear about what is still in progress. Being open about limitations does not weaken a brand. It strengthens trust.

Earning coverage in a more discerning media landscape

Sustainability is a crowded space. Journalists see a high volume of similar pitches, many of which lack substance.

Stories that cut through tend to be grounded in real change. They demonstrate a specific solution, backed by evidence, and explained in a way that feels practical rather than promotional.

There is also a shift in how these stories are discovered. AI-driven search tools increasingly surface information from credible, consistent sources. Brands that are referenced in trusted media, with clear and substantiated claims, are more likely to be recognised as authoritative over time.

This makes earned media even more important. It is not just about a single piece of coverage. It contributes to how a brand is understood across the broader digital ecosystem.

A more considered approach to impact

Avoiding greenwashing is not about saying less. It is about saying what is true, with clarity and accountability.

In Australia and New Zealand, the brands that build lasting reputations are those that align their operations with their messaging. They take the time to substantiate claims, communicate them carefully and evolve them as the business grows.

At Adhesive, we see sustainability storytelling as an extension of our broader approach. Find the story. Earn it. Make it stick. When that story is grounded in evidence and delivered with transparency, it becomes a powerful asset.

If you would like to explore how to build a sustainability narrative that is credible, considered and built to last, drop us a note at hello@adhesivepr.com.au.