Reconsidered’s 3 C’s of Credible Claims

We’ve distilled key green claims regulations and guidance into these common-sense rules-of-thumb to help you make substantive sustainability claims that stand up to scrutiny.

Clear

• Is my wording specific, easy to understand and free of vague buzzwords? Only use terms like “sustainable,” “eco-friendly” or “green” if you plan to clearly define them.

• Have I been precise about the scope of the claim, without exaggerating it? Be clear what part of the product/service you’re talking about, and avoid making a small improvement sound like the whole solution.

• Is the overall impression of the asset — including design decisions — honest and not misleading? Words, colors and imagery should all add up to a truthful picture.

• If I’m making a company-wide claim, is it proportional to our actual efforts? “We’re committed to sustainability” only works if action matches ambition.

Complete

• Does the claim give a fair impression of end-to-end impact? If this was the only thing a consumer saw, would it reflect the product/service’s impacts across the value chain?

• If I’m comparing products/services, is it like-for-like and based on real, recent info? Outdated data or vague “greener than” claims won’t cut it.

• If I’m talking about future goals, is there a clear, verifiable strategy behind them? Ambitions are great — but only if you can show how you’ll get there.

Concrete

• Am I able to validate this claim with a robust third-party certification? Independent verification strengthens credibility.

• If not, do I have rigorous, up-to-date evidence (like an LCA or data point) to substantiate it? If a customer, regulator or watchdog asks, you should be able to show your receipts.

• Is there a short, clear path to proof? Evidence should be easily available, without too much digging.

• Have I checked that this claim is still valid today? Review and refresh claims regularly to keep them accurate.