Avoiding greenwashing: let’s talk about CSR, credibility, and social media

Today, more than ever, consumers and regulators are closely scrutinising what companies do, assessing whether their actions go beyond mere words.

This has made Corporate Social Responsibility (CSR) a strategic pillar for most companies in recent years. The main drivers of this shift? Millennials and Gen Z, who won’t settle for empty promises—they want to see real, ongoing action on environmental and social issues.

The data speaks for itself:

• 59% of consumers consider a company’s social and environmental commitments when making purchasing decisions.
• 51% assume the worst if a brand remains silent.

Brands are aware of this, and many have tried to align themselves with social causes… but not all have succeeded. In the age of greenwashing, pinkwashing, and rainbow-washing, we’ve all witnessed brands attempting to support social movements, only to be called out for hypocrisy.

The result? A backlash that leads to fatigue and distrust among audiences: only 34% of consumers believe companies are truly transparent about their commitments.

This distrust continues to rise, especially in the context of social media, where misinformation and the spread of fake news have created a general state of scepticism that can deeply damage brand perception:

• Only 23% of consumers find corporate sustainability messages credible.
• 68% believe business leaders deliberately lie.

And all signs point to misinformation reaching new heights in the coming years: from millions of bots—responsible for spreading fake news—active on Facebook, to Meta’s decision to end fact-checking programs, and X’s absolutist stance on free speech, which is more a façade for its lack of content moderation.

This shifting landscape demands that companies take a proactive approach against misinformation—something consumers strongly support: 93% believe brands should intensify their efforts to combat it.

How to communicate sustainability without making empty promises.

In this context of growing distrust, it’s clear that consumers demand a shift in how brands communicate their commitments—focusing on three key pillars:

1. Consistency.

Promises must be kept. While this may seem obvious, it is essential to building real, long-term credibility with consumers. Vague claims and one-off actions can be counterproductive, revealing an opportunistic approach to sustainability that treats it as a passing trend.

And it’s an ineffective strategy—consumers can Google a company’s sustainability claims, compare them to competitors, and spot inconsistencies in seconds. As the saying goes, actions speak louder than words.

2. Honesty.

85% of consumers say that a history of transparency makes them more likely to give a company a second chance—even after a bad experience.

How do you build honest communication? Ask yourself: What are our weaknesses? How are we addressing them? Are we being transparent enough for consumers to see the full picture?

It’s not about saying, “Look how great we are!” but rather:

“We are doing our best. We know we still have a long way to go, and here’s why we aren’t moving faster.”

3. Clarity.

A direct and jargon-free approach makes it easier for users to understand a brand’s values and actions, fostering trust. Presenting information in a clear, accessible way and supporting every claim with verifiable data are key to effective sustainability communication.

4. Authenticity.

Sharing real stories, updates, and tangible examples of sustainable initiatives makes a brand’s impact relatable. But it’s not just about talking—it’s also about listening. Social media enables two-way communication, allowing brands to engage with consumers’ concerns and expectations rather than just broadcasting messages.

Building CSR credibility on social media: 7 key strategies.

1. Maintain consistency across all channels.

Consumers don’t differentiate between brand, product, corporate, or CSR messages—for them, it’s all one single brand voice. That’s why it’s essential to unify all communications under a single narrative.

Ensure that what you communicate on social media is aligned with your website, press releases, and public statements, and that CSR messages—often managed by corporate teams—are integrated with marketing strategies.

Take Wave of Change, for instance. This initiative successfully integrates social and environmental impact into its core business model. Its values and messages remain consistent across all channels, ensuring that its strategy—promoting a sustainable ocean economy through responsible tourism—is clearly visible, regardless of where the audience engages with the brand.

2. Acknowledge Your Imperfections.

Your brand doesn’t need to be perfect—just honest. In an era where transparency is a growing expectation, brands should be willing to share both progress and areas for improvement—even acknowledging past mistakes.

Oatly, for example, in an effort to create positive change while staying true to its values, launched a website that openly displayed all controversies and criticisms the brand has faced over the years. By confronting its mistakes and inconsistencies head-on, Oatly aimed to address and resolve them transparently.

“When there are no secrets, there’s nothing to hide.” This mantra is now embedded in Oatly’s communication strategy.

3. Show, don’t just tell.

Data speaks louder than promises. Use real metrics to demonstrate impact:

• How many local jobs have you created?
• How much waste have you reduced?
• What’s your next sustainability goal?

Instead of saying, “We are sustainable,” brands that succeed say:

•  “This is what we’re doing.”
• “Here’s where we still fall short.”
• “This is how we are improving.”

4. People trust people.

In a time when brand trust is in decline, humanising messages is crucial. Consumers trust real people—whether employees or everyday individuals—far more than corporate statements.

•  70% of consumers prefer buying from brands they perceive as authentic.
• 51% lose interest in brands they see as inauthentic.

User-generated content has a higher reach and credibility than corporate messaging:

• 76% of consumers trust employee-shared content more than official brand posts.
•  Employee-shared content gets 5X more engagement than corporate content.

Allbirds engages employees on social media to communicate its sustainability efforts. This approach adds authenticity and adapts content to each platform’s style, such as TikTok’s natural and relatable tone, making the brand’s message more human and credible.

5. Adapt content to each platform.

LinkedIn is not TikTok. Instagram is not your quarterly report. Users engage differently on each platform. While the brand message should be consistent, its format and tone must adapt:

• LinkedIn: Users expect professional content, making it the perfect platform for detailed corporate messages—especially when shared by executives or industry experts.
• TikTok: Corporate content doesn’t work well here. The platform favours casual, relatable, and free-of-brand content, requiring a more natural and entertaining approach.

6. Think long-term.

Sustainability isn’t just an Earth Day post—it should be a core business commitment. Brands must define clear goals, track progress, and communicate both achievements and challenges transparently.

7. Purpose alone isn’t enough.

Brands have talked so much about purpose that they’ve worn it out. What used to work—saying “we are a company that does good for the world”— is no longer enough. Audiences are no longer satisfied with grand promises, and more and more consumers are tuning out these messages. Proof of this? Mainstream ads hold 74% audience attention, while purpose-driven ads barely reach 65%.

But what does this mean for brands? They need to rethink how they communicate their social and environmental commitments:

• Putting the consumer experience at the centre. People don’t want a brand to preach to them—they want to understand how its values and actions impact their daily lives.
• Embracing bold narratives. Saying “we are responsible” isn’t enough; brands must prove it with campaigns that spark real conversations and meaningful connections.

• Understanding that while purpose alone isn’t enough, it still matters. When two brands are perceived as similar, purpose can be the deciding factor that tips the balance in favour of one over the other.

In short, purpose remains a necessary condition—but not a sufficient one on its own.

The bottom line.

Perfect brands don’t exist.

But brands that are transparent, committed, and ethical can build real trust—by owning their mistakes, continuously improving, and staying true to their values. That’s what leaves a lasting and authentic impact.