As environmental concerns intensify, companies face increasing pressure to showcase their sustainability efforts, often using eco-friendly messaging to influence consumer purchasing decisions.  However, misleading environmental or sustainability claims—known as greenwashing—can backfire.

Keurig, for example, recently faced a $10 million settlement over false recyclability claims, illustrating how greenwashing can lead to severe financial and reputational damage. And JBS Foods is being sued for fraudulent marketing around its climate change efforts, underscoring the need for advertising to accurately reflect corporate strategies, plans, and targets.

Greenwashing involves making a product, policy, or activity appear more eco-friendly or less environmentally damaging than it is. Regulatory bodies—through frameworks such as the FTC’s Green Guides, the UK’s Green Claims Code, and the EU’s Green Claims Proposal—are increasingly cracking down on these claims.

Which is why we’ve created the Sama Sustainability Greenwashing Audit—to help companies ensure transparency, avoid legal consequences, and protect their brands from these risks.

Our customized approach begins by building a comprehensive understanding of your organization's messaging around environmental impact and sustainability efforts. We engage with key stakeholders to assess their perceptions and identify any areas of uncertainty or inconsistency. Collaborating closely with your team, we ensure that your messaging aligns with your strategies, processes, and product features, while adhering to relevant laws and regulations.

To safeguard your organization for the long term, we assist in developing robust anti-greenwashing protocols. This includes identifying opportunities for third-party certifications and verification, supporting internal education initiatives, and establishing monitoring and reporting system.

Meeting stakeholder demand for sustainability requires more than just good intentions. Ensuring that your claims are accurate and compliant is essential for protecting your brand from reputational and legal risks. The Sama Sustainability Greenwashing Audit helps you verify your sustainability story, ensuring transparency and building the trust needed to lead in a competitive market.