With 52% of people reporting exposure to false or misleading sustainability information in the UK and regional consumer skepticism at roughly 65.5% in Mexico/Canada and 54% in the US, brands confront rising litigation and reputational risk  and a parallel rise in greenhushing that further undermines demonstrable progress.

key takeaways

• More than 82% of products lack clear sustainability messaging, driving a widespread credibility gap that damages brand trust and brand value.
• 52% of consumers report seeing false or misleading information about brands’ sustainable actions, and regional skepticism is ~65.5% (Mexico/Canada) and 52%-54% (UK & US).
• Common greenwashing tactics include vague claims (“eco”, “natural”), misleading labels, cherry‑picked metrics, PR stunts and selective disclosure all of which raise litigation risk.
• The fashion and retail sector is a hotspot: roughly 60% of fashion sustainability claims are unsubstantiated or misleading, increasing retail litigation and public scrutiny.
• Both greenwashing and greenhushing harm brands: over‑claiming invites legal action; under‑communicating verified progress erodes competitive advantage and consumer trust.
• Credible progress requires specificity and verifiability: measurable targets, lifecycle assessments (LCA), EPDs, and third‑party verification or audited reports.
• Regulators should enforce standardized, comparable product‑level disclosure; brands must prepare audit trails and transparent methodologies to defend claims.
• Consumers and watchdogs should prioritize verification cues (clear metrics, disclosed scope/methodology, independent certification) and use complaint mechanisms to hold brands accountable.

Understanding Greenwashing and Greenhushing

Greenwashing occurs when companies exaggerate or misrepresent the environmental benefits of their products, services, or policies,  using vague claims, selective data, or misleading imagery to appear more sustainable than they are. This erodes trust, invites regulatory scrutiny, and misleads well-intentioned consumers.

Greenhushing, by contrast, is when companies intentionally under-communicate or hide their genuine sustainability achievements due to fear of criticism, litigation, or accusations of greenwashing. While meant to avoid risk, greenhushing ultimately undermines transparency, slows industry learning, and weakens collective progress toward net zero.

Greenwashing in 2025: How Brands Can Regain Trust

Consumers and markets now treat sustainability claims with growing suspicion. More than 82% of products lack clear sustainability messaging. Fifty-two percent of people say they’ve seen false or misleading information about brands’ sustainable actions. Roughly 65.5% of consumers in Mexico and Canada are skeptical, and 54% of US consumers report the same.

How this gap damages brands

This credibility shortfall erodes trust and value fast. Vague labels, unverified claims and sporadic reporting increase regulatory risk, cause reputational damage and reduce sales. We see direct links between unclear claims and lost customer loyalty. Companies that ignore this trend face higher scrutiny and escalating costs.

Technical fixes that actually work

Start with standard metrics and documented baselines. Follow the Green Claims Code. Publish measurable targets and machine-readable data so audits are repeatable. We recommend third-party verification and point teams to our verification services at SBS Compliance for practical options. Make reporting continuous and comparable across years for clear progress signals.

Communications and consumer trust

Drop ambiguous language and quantify reductions and timelines. Show the limits of initiatives and what remains to be solved. We advise using clear metrics in product labels and marketing, and linking claims to verified evidence. For help with messaging frameworks and public reporting, see our reporting guidance at SBS Compliance.

Monitoring, feedback and governance

Keep tabs on sentiment and complaints to catch greenhushing or active greenwashing early. Run social listening and customer feedback loops, and combine them with compliance checks. Tie executive incentives to verified sustainability milestones and transparent reporting to align behavior with goals. Our insights and analytics tools available as part of the SBS Net-Zero Program can help.

We explain the technical problem and give practical steps you can apply immediately. Use standard metrics, publish measurable targets, and embrace third-party verification where feasible. Make data accessible and machine-readable so audits are repeatable. Quantify reductions and set clear timelines. Track consumer sentiment and complaints to detect issues early.

How To Demonstrate Real Progress checklist for brands;

• Close the evidence gap: produce documented baselines, KPIs, and year-on-year progress.
• Get verification: pursue recognized third-party audits and certifications; learn more at SBS Net-Zero Program.
• Improve messaging: avoid vague claims, use clear metrics, and show limits of initiatives.
• Monitor impact: run social listening, customer feedback loops and compliance checks.
• Follow the Green Claims Code: Guidance for business making environmental claims in the UK.
• Align incentives: tie executive pay to verified sustainability milestones and transparent reporting.