If you would remember, a few years ago, a popular beverage brand once claimed that their plastic bottle was “100% recyclable.” The label was adorned with shades of green, a leafy emblem, and a promise of planet-friendliness. What it didn’t say was that the bottle cap and label were not recyclable in most municipal systems, and the infrastructure required to recycle the bottle itself was available only in a few cities. While technically not a lie, it left consumers with a misleading impression of environmental responsibility.
That’s greenwashing.
As sustainability becomes a defining factor in consumer choice and corporate reputation, the temptation to make bold green claims is high. But in the rush to appear environmentally responsible, some brands blur the line between marketing and misinformation.
The result? A growing wave of consumer skepticism and regulatory scrutiny.
Understanding the Greenwashing Backlash
According to reports, 71% of Indian consumers report having seen brands exaggerate or misrepresent their environmental efforts. Only 29% of respondents said they trust companies’ environmental claims. That’s a credibility gap too big to ignore in today’s hyper-connected, socially conscious marketplace.
This credibility crisis is a wake-up call for communicators. The task isn’t just to craft compelling sustainability narratives, it’s to ensure those narratives are authentic, data-backed, and aligned with both regulatory frameworks and public expectations.
India has responded to this issue with increasing regulatory scrutiny. In October 2024, the Central Consumer Protection Authority (CCPA) released guidelines to regulate greenwashing. These guidelines explicitly prohibit vague or deceptive environmental claims. Companies must now provide verifiable, factual, and complete information—supported by independent certifications or official data. Terms like “eco-friendly,” “green,” or “sustainable” can no longer be used as standalone tags. Instead, they must be clearly explained and substantiated. These rules are a significant step toward restoring integrity in environmental communication.
From buzzwords to accountability
For marketing professionals, this presents both a challenge and an opportunity.
The challenge lies in shifting from catchy, superficial messaging to more substantive, evidence-based communication. The opportunity is to become true advocates of transparency, helping educate both consumers and internal stakeholders about what sustainability really entails.
Effective sustainability communication starts with specificity. Rather than making broad, sweeping claims, marketers should detail what makes a product or service sustainable. Is it made with 50% recycled material? Is it biodegradable in 90 days under composting conditions? Is it certified by a recognised environmental body like FSC®, ISCC Plus, or Cradle to Cradle?
Precision builds credibility.
Equally important is the need for transparency. Brands should be honest not just about what they’ve achieved, but also about where they’re still evolving. Consumers today are far more likely to trust a brand that openly shares its progress, setbacks, and roadmap than one that claims perfection.
Avoiding greenwashing also means eliminating vague and feel-good phrases that are not backed by data. Terms like “planet-friendly,” “natural,” or “clean” have little meaning unless clearly defined.
For example, what does “natural” mean? That it contains no synthetic chemicals? That it’s organically sourced? That it uses renewable energy in production? Without explanation, these words contribute more to confusion than clarity.
Rebuilding trust in the sustainability conversation
Consumer education also plays a vital role. The average person may not be familiar with terms like EPR compliance, post-consumer recycled content, or bio-based resins. It’s essential to communicate in language that is not only accurate but also accessible. Marketing has the power to bridge the gap between technical product specifications and consumer understanding, and doing so well is one of the most effective ways to build trust.
Furthermore, sustainability claims should not be limited to products alone. Increasingly, consumers are evaluating a brand’s end-to-end practices from sourcing and manufacturing to labour ethics and post-use recovery systems. Ensuring that internal practices are aligned with external messaging is key to long-term credibility.
Another important dimension is cross-functional alignment. Marketing teams must work closely with product development, legal, compliance, and supply chain teams to ensure that every sustainability claim is vetted, validated, and consistent across platforms. A disconnect between what’s said and what’s done can quickly become reputational risk.
As global attention on environmental issues intensifies and regulations tighten, the margin for error in sustainability messaging is shrinking. Yet, for communicators who are willing to engage deeply and responsibly, this is a moment of immense opportunity. The brands that rise above the greenwashing noise will be those that prioritise truth over trend, substance over spin, and impact over imagery.
The views and opinions published here belong to the author and do not necessarily reflect the views and opinions of the publisher.
Previously, she served as Head of Brand and Communications at Cosmo First, where she led the rebranding of Cosmo Films and launched key verticals like Cosmo Sunshield. Her career includes leadership roles at OYO, Vodafone, Airtel, Reliance Digital, and ICICI Prudential, with deep expertise in ATL/BTL campaigns, media relations, and digital storytelling.
Shagun has been recognized with awards such as the Women’s Achiever Award 2025, CEO and Chairman’s Awards at Cosmo, and Vodafone’s I-MAD honour. A passionate storyteller and purpose-driven leader, she brings a global outlook shaped by her travels across 19 countries and is a strong advocate for girl child education and individual empowerment.
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