Authenticity in Sustainability Communication

Authenticity is the foundation of any successful sustainability communication. But how can you tell whether a company truly means what it says – or whether its communication is merely a façade? There are two key criteria.

First, the accessibility of information. Credible companies make it easy to find relevant content. They do not hide sustainability behind marketing clichés but provide clear navigation, transparent insights, and comprehensible representations.

Second, the completeness of answers. When questions arise – for example, “How exactly is this product sustainable?” – companies must be able to respond precisely. Generic statements like “We are environmentally friendly,” without explanation, create scepticism rather than trust.

Authenticity becomes visible in communication that is plausible, logically structured, backed by data, and easy to understand without extensive searching. The strongest indicator of true credibility is a clear invitation to verify: data, background information, and calculations must be transparently accessible.

No-Gos and Rules of Thumb

There is often a fine line between good intent and unintentional greenwashing. Many companies do not act out of ill will, but out of lack of knowledge. The most important no-gos are:

• Superlatives such as “the most sustainable…”, which are hardly verifiable and pose legal risks

• Vague promises like “we are green” or “environmentally friendly,” which are meaningless without concrete measures and data

• Lack of verifiability

The core rule of thumb is: sustainability claims must be understandable and verifiable. If customers or authorities cannot trace information, the risk of greenwashing is high – even if intentions are good.

Empowering Consumers Directive (EmpCo)

From 27 September 2026, EmpCo will become legally binding for companies. It is not a complete reinvention, but a tightening of existing rules against greenwashing and consumer deception.

What is new is the clear definition of permissible environmental claims. Superlatives, vague terminology, and unsubstantiated claims will be significantly restricted. Companies must disclose how they calculate environmental impacts and substantiate their claims.

Terms such as “climate neutral” will only be permitted if supported by reductions and compensations. Those who rely solely on compensation may no longer use the term.

Preparing for EmpCo

A structured approach is recommended for preparation. First, conduct an inventory of all environmental and sustainability claims – across products, websites, packaging, and labels.

Next comes the analysis:

• Do the claims contain superlatives?

• Are metaphors ambiguous or misleading?

• Is evidence missing?

In the following step, all involved individuals should receive training – not only internal teams in marketing, PR, sustainability, and product management, but also external agencies.

Finally, companies need written communication guidelines with clear do’s and don’ts, approved terminology, approval and feedback processes, and a complaints channel to identify issues early.

When developing this guideline, it can also be helpful to consult the Green Claims Directive. Although it was withdrawn in summer 2025, it still provides valuable insight into which types of claims the EU considers greenwashing-proof and how they can be substantiated.

The Future of Sustainability Communication

The coming years will bring several trends:

• Less “green symbolism” such as leaves and nature imagery, as these often constitute impermissible visual metaphors

• A linguistic shift away from “sustainability” toward terms like responsibility, future viability and resilience

• Increased sensitivity to greenwashing among companies and consumers, strengthened by improved regulation through EmpCo

Honesty about progress – and about failure – will become more important. Despite political pushback, the topic will remain central, as the impacts of climate change are tangible and will become increasingly noticeable.

This means more reflection will be needed on sustainability communication, including from a regulatory perspective. Every communication effort will require more evidence and more transparency – a significant challenge for companies.

Levers for Effective Communication

Communication professionals can make a real difference:

• Making transparency visible by showing how measures have been implemented and how progress is measurable

• Claiming less, showing more – good practice instead of green claims

• Using a simple reality check by presenting statements to external individuals to assess clarity

Marketing and PR bear significant responsibility, as they are central levers in the socio-ecological transition. This is why internal coordination and the four-eyes principle are essential.

Many communication errors stem from inadequate coordination between departments. Marketing simplifies and loses technical detail; technical departments deliver data without context; external agencies amplify misunderstandings.

The solution: regular joint meetings of all relevant departments, translation instead of embellishment, and a four-eyes principle for all environmental claims. Before publication, at least two experts must review the claim for accuracy, transparency, and EmpCo compliance. Company leadership must provide the necessary resources to support this.

Companies seeking even greater assurance may also consult legal experts to have their claims reviewed professionally.

Summary

In summary, authenticity is not a “nice-to-have” but the foundation of credible sustainability communication. Companies that focus on transparency and traceability build trust – not through grand words, but through clear data, open processes, and honest answers.

The biggest risks lie in exaggeration, vagueness, and lack of verifiability. Those who avoid these pitfalls and instead make precise, evidence-based claims protect themselves from accusations of greenwashing and strengthen their reputation.

With the EmpCo Directive, this standard becomes mandatory: from 2026 onward, generic claims will be obsolete, and companies must demonstrate how they calculate and substantiate environmental impacts. This is not an obstacle, but an opportunity for better quality and credibility.

The future of communication will be more sober, fact-based, and honest. Less green symbolism, more responsibility and transparency. Marketing and PR will play a key role – not just as multipliers, but as active drivers of the socio-ecological transition.

Those who establish structures now – clear guidelines, training, internal coordination, and a four-eyes principle – will not only be EmpCo-ready but future-proof. One thing is certain: sustainability is here to stay. And companies that communicate openly will be the winners of this development.

Terra Academy

Together with Helene Thierig, we not only conducted an interview but also created a dedicated module on authentic sustainability communication for our Terra Academy.

Interested? Feel free to contact Helene directly: h.thierig@terra-institute.eu

Helene Thierig

Helene Thierig has been working at Terra Institute in the fields of regional development, communication and tourism since 2021. She accompanies participatory processes in communities and works with tourism companies on certification and the creation and preparation of sustainability reports also in accordance with CSRD. With a background in linguistics, she specialises in sustainability and climate communication.​

Questions? Don’t hesitate to send an email to h.thierig@terra-institute.eu.