2.5 Assignment — Evaluating Sustainability Communications

Choose the track for your profile, then complete the version that matches it.

Apply the concepts of greenwashing, greenwishing and greenhushing by evaluating sustainability communications and recommending ways to improve their credibility.

VET (EQF 4)

Task

Using the Claim Checker Worksheet, evaluate the following sustainability claims.

For each statement:

• Apply the Claim Checker Worksheet.
• Decide whether the statement demonstrates greenwashing, greenwishing, greenhushing, or none of these.
• Explain your reasoning in 2–3 sentences and outline what additional information could be included for the claim to not fall into the greenwashing, greenwishing, or greenhushing category.

Sustainability Claims

Claim A

"Our latest collection is made with eco-friendly materials, helping protect the planet."

Claim B

"We are committed to becoming fully circular by 2035."

Claim C

"Our company has introduced several sustainability improvements, but we are not yet communicating these publicly until every target has been achieved."

HEI (EQF 5)

Task

A company has published the following sustainability communications across its website and social media channels.

Using the Messaging Audit Template:

• Audit each communication.
• Identify whether it demonstrates greenwashing, greenwishing or greenhushing.
• Explain why.
• Rewrite each message to improve its credibility using the principles from Chapters 1 and 2.

Brand Communications

Website

"We are leading the fashion industry towards a sustainable future through our responsible collections."

Product Description

"This jacket is made using recycled fibres and represents our commitment to protecting the environment."

Social Media Post

"By 2040 we will eliminate our environmental footprint entirely."

Internal Sustainability Update

The company has completed supplier training on human rights and introduced a product repair programme but has decided not to communicate these initiatives externally because more work is still needed.

Professionals — SME (EQF 6)

Task

You are the Communications Manager for a fictional fashion company preparing to launch its annual sustainability update.

The organisation has:

• reduced emissions in its own operations but not yet across its supply chain;
• introduced lower-impact materials for selected product lines;
• set a corporate target to become climate neutral by 2040 (a company-wide transition target, not a product-level claim)
• recently received criticism from stakeholders who believe previous sustainability messaging overstated progress.

Senior leadership is divided. Some colleagues believe the organisation should communicate its progress to demonstrate transparency. Others worry that doing so could expose the company to accusations of greenwashing and recommend saying very little until more progress has been achieved.

The marketing team has prepared the following draft statement for the update:

"We are making strong progress towards becoming climate neutral by 2040. By increasing the use of lower-impact materials and reducing emissions across our operations, we are helping lead fashion towards a more sustainable future."

Your task

Develop your own communication audit framework by adapting the Claim Checker Worksheet, the Messaging Audit Template, or creating your own approach.

Using your framework:

• assess the draft statement and identify where greenwashing, greenwishing or greenhushing could occur;
• rewrite the statement so that it communicates current progress accurately and balances ambition with transparency;
• assess the wider communication risks, including the risk of saying too little;
• propose one internal governance process that would help ensure future sustainability communications are accurate, evidence-based and consistently reviewed before publication.