Beyond the buzzwords: how to communicate your green credentials

By Molly Roche Sustainability Advisor at Basingstoke and Deane Borough Council

Basingstoke and Deane Borough Council’s Green Team offers free one-hour consultations to small businesses across the borough to understand their environmental impact and provide recommendations to reduce both costs and carbon emissions. Book your free green business review here.

One of the biggest sustainability challenges facing SMEs is not necessarily reducing their environmental impact. It is knowing how to communicate their progress clearly and confidently.

Customers, investors and supply chain partners increasingly expect organisations to demonstrate genuine environmental responsibility. Basingstoke and Deane Borough Council’s Green Team visits businesses across the borough to support them on their journey to becoming greener. Often, we find that organisations are making positive changes but are hesitant to share them for fear of getting it wrong.

One of the simplest ways to avoid greenwashing is to focus on facts rather than buzzwords. Terms such as “eco-friendly”, “green” and “sustainable” can be difficult to define unless they are backed up with evidence. Instead, share specific actions and measurable outcomes, such as going paperless or installing solar panels. Customers value authenticity, and being open about both achievements and ongoing challenges can build far greater trust than claiming to have all the answers.

Businesses should also be able to substantiate any environmental claims they make. Research indicates that environmental credentials are more likely to strengthen trust and influence purchasing decisions when they are communicated in a straightforward and credible way. By supporting claims with relevant evidence, businesses can give customers greater confidence and demonstrate that their commitments are meaningful.

There are several ways to make this information accessible. Businesses could create a dedicated sustainability webpage containing their commitments, emissions reports, action plans and progress updates. A short FAQ section can help answer common questions, while regular blog posts or social media updates can keep customers and other stakeholders informed about achievements, challenges and next steps.

Sustainability communications are most engaging when they include the people behind the progress. Sharing employee stories, comments or examples of staff-led initiatives can show how sustainability is becoming part of everyday working life. Businesses might highlight projects to reduce office waste, introduce energy-efficient practices, support lower-carbon travel or involve employees in environmental programmes.

Green credentials can also support new business opportunities. Including evidence of reduction targets and environmental action can help demonstrate that sustainability is embedded in the organisation. Relevant certifications and industry recognition can add further credibility, provided they are displayed alongside an explanation of what they cover and when they were awarded.

Finally, avoid focusing on one positive environmental attribute without acknowledging the wider picture. Customers value authenticity, and being open about achievements, limitations and future priorities can build far greater trust than suggesting that all the answers have already been found. A balanced account demonstrates that the business understands its impacts and is committed to making sustained progress.

Be clear about what you are doing, provide evidence where possible, and be honest about what comes next. In an increasingly informed marketplace, authenticity will always be more valuable than buzzwords.

If you are a small business located in Basingstoke and Deane, book a free green business review with the council’s Green Team. During this one-hour consultation, you will receive practical advice on improving efficiency, reducing costs and helping your business grow greener.

Source: Greenwashing vs. Green Trust: A Review Study

Basingstoke and Deane Borough Council are the headline sponsor of our Unlocking Hampshire’s Green Potential Event on 10th November 2026 – you can find out more and book on here.