Green claims for real
Overstating sustainability undermines trust and increases legal risks, so green claims need to be substantiated.
Greenwashing is making sustainability claims that exceed the truth or are vague and misleading, and international regulations are tightening on this. A credible green claim requires three things: specificity (clearly stating what and where), substantiation (being able to prove it), and clarity (not allowing customers to interpret it more broadly than reality). Being modest and accurate builds trust, while exaggeration will eventually backfire.
- About to communicate about sustainability.
- There is an intention to export to a tightening market.
- There has been real improvement; we want to tell it accurately.
- There are no real improvements to discuss.
- Want to use a generic green slogan.
When responsibility becomes a plus, the temptation to exaggerate also increases. However, greenwashing is a double-edged sword, and the blade is turning sharper against the speaker.
What is greenwashing ?
Greenwashing is making a product or business appear greener than it is, through exaggeration, misleading imagery, or vague labels like natural or environmentally friendly without specifying how. It leads customers to understand more broadly than the truth, and that is the problem.
Regulations are tightening
International trends are tightening. The new European regulations on packaging include anti-greenwashing clauses, prohibiting labels and signs that mislead about sustainability, and only allowing claims when they exceed minimum standards and have evidence. For businesses intending to export, this is crucial information to know early.
Three things to say for real
A credible green statement needs to be specific: clearly state what is sustainable and in which part of the product. It must be substantiated: proven by data, processes, or certifications. And it should not be misleading: a small improvement should not be interpreted as an entirely green product. These three elements make words trustworthy.
Sinh Vũ writes appropriately
Sinh Vũ helps you articulate your genuine responsibilities specifically and modestly, rather than using vague slogans. If a statement lacks basis, Sinh Vũ advises against saying it, or to narrow it down to what can actually be done. A true and specific statement carries more weight than ten beautiful but hollow slogans.
Decision checklist
Topic: How to create a genuine green statement, avoiding greenwashing. Sinh Vũ guide, sinhvu.com
Select each item you find appropriate, then print or save as PDF to take with you.
If you have marked most of the signs above, this is the time to discuss in more detail. Sinh Vũ can help you review and propose a direction.
References
The European Union's regulations on packaging and packaging waste (Regulation EU 2025/40) include anti-greenwashing provisions (ec.europa.eu). This article discusses principles and does not replace legal advice for specific statements.
Frequently asked questions
Is it acceptable to say it’s improved if only a small part has been enhanced?
Yes, if you speak specifically about that part and do not let the client understand it more broadly. For example, if you mention that the paper box uses recycled materials, only refer to the box, not implying a comprehensive green product. Being specific and narrow is the way to speak truthfully.
From whether environmentally friendly materials should be used?
You should avoid using vague terms, as they can be ambiguous and easily seen as confusing. Instead, specify the details: how many layers to reduce, what materials to use, where it can be recycled. Being specific is both more authentic and legally safer.