Communicating environmental sustainability: From ISO 14021 to key elements

Introduction to sustainability communication

Communicating environmental sustainability is now a critical challenge for businesses and organisations. It’s not just about showcasing advertising slogans or corporate claims; integrating environmental sustainability means making a real commitment to making a difference, conveying authentic and tangible values that can have a long-term impact and generate a positive effect on our planet. This commitment involves not only customers or consumers but also employees, the community, and stakeholders. It’s a process that requires transparent and authentic internal and external communication.

In this blog, we will explore the regulatory framework, the dangers of greenwashing and greenhushing, the basic principles for effective communication, and the technologies that allow companies to avoid communication risks that threaten their reputation.

The European Parliament Adopts a New Directive Against Greenwashing

In the current context, the growing environmental awareness and social pressures have led companies to reconsider their environmental impact and adopt more responsible practices. However, to turn sustainability efforts into tangible results and build trust among consumers and stakeholders, clear and transparent corporate communication is crucial.

By March 27, 2026, Member States must adopt and publish the necessary measures to comply with the new Directive 2024/825 of the European Parliament and Council, dated February 28, 2024, which amends Directives 2005/29/EC and 2011/83/EU regarding consumer empowerment for the green transition through improved protection against unfair practices and information (Greenwashing).

This regulation, approved with broad consensus, aims to provide consumers with clearer and more reliable information to help them make informed purchasing decisions, banning the use of environmental claims that do not have concrete evidence linked to actual actions being taken.

For instance, claims such as "climate neutral", "CO₂e emission neutral certified", or "net zero emissions for the climate" should be banned unless they are based on the actual lifecycle impact of the product and not just on the offsetting of greenhouse gas emissions. However, companies can still promote their investments in environmental initiatives, such as carbon credit projects, as long as they do so honestly and in compliance with EU laws.

Moreover, generic environmental claims are prohibited unless actual environmental initiatives can be demonstrated. If an environmental claim is clearly and explicitly stated on the product packaging or during the online purchase process, it is not considered generic. This ensures that the information provided is accurate and not misleading to consumers.

For example, if we say that packaging is "climate-friendly", we are making a generic claim. In contrast, if we state that "100% of the energy used to produce this packaging comes from renewable sources", we are making a specific claim, which is therefore not subject to restrictions.

Understanding ISO 14021 and the correct use of environmental claims

What is the meaning of "Environmental Claim"?

An "Environmental Claim" is any commercial communication aimed at suggesting or evoking the minimal environmental impact of the products and/or services offered. This claim can take various forms, such as assertions, labels, logos, and symbols.

Bureau Veritas defines ISO 14021 as the international standard that enables the correct formulation of self-declarations of environmental characteristics by the product (or service) manufacturer and sets the rules for proper communication to ensure that it is accurate, verifiable, and relevant.

According to the Classification and Description of Environmental Labels and Claims in the ISO 14021 Standard, there are three types of ecological labeling/claims:

1. Voluntary eco-labels certified by third parties: These claims are based on a multi-criteria system that evaluates the entire lifecycle of the product. The criteria set threshold values that must be met in order to obtain approval for the label.
   
   
2.  Self-declared environmental information by individual companies: These are self-declared claims made by companies without necessarily involving an independent certification body. However, there are constraints regarding the method of dissemination and the content requirements for the information.
   
   
3. Environmental Claims strictly linked to LCA: These claims provide information based on established parameters and include a quantification of the environmental impacts associated with the product's lifecycle, calculated through a Life Cycle Assessment (LCA). These claims are subject to verification.

Key Elements to Avoid Greenwashing and Greenhushing

Responsible communication is an essential foundation for any organisation committed to promoting sustainability. In this context, three pillars emerge as key elements to ensure authentic and transparent dialogue with stakeholders and the public: accuracy, consistency, and transparency.

Technology enables effective and transparent communication, allowing companies to present their sustainability initiatives with tangible, scientifically backed data and measurable impact.

Technological innovation can be leveraged by companies, introducing new tools for effective and transparent communication. These should be used to illustrate sustainability initiatives with tangible, impactful, and scientifically backed data.

At Green Future Project, we help companies with their environmental communication strategy, ensuring it’s clear, transparent, and impactful.