Greenwashing in 2025: Predictions from a sustainable marketer

graphic design with megan thudium about greenwashing

In the YouTube video, I elaborate further on 2025 greenwashing trends:

In 2025, greenwashing—the sneaky craft of spinning environmental claims to appear greener and more sustainable than reality—has taken on a whole new face, and marketers need to keep up. 

This isn’t just about dodging bad press; today’s eco-conscious consumers, watchful stakeholders, and tight regulatory frameworks are turning up the heat. Staying ahead means skilling up, understanding shifting expectations, and navigating the evolving landscape of transparency, honesty, and accountability. 

Whether you’re crafting campaigns or shaping corporate strategies, learn how greenwashing is changing in 2025. 

Let’s dive into what you need to know—and why.

Skill up on greenwashing and sustainable marketing by subscribing to YouTube.

53% of green claims are vague or misleading.

According to the European Commission, a staggering 53% of green claims are still vague, misleading, or outright unfounded. It’s no wonder consumers are calling out greenwashing like never before—years of corporate green spin have eroded trust.

In 2024, the buzz around greenwashing reached an all-time high. (Trust me, as a consultant, marketers were coming at me from all sides, desperate to skill up on navigating this topic.) 

But are we finally dismantling the greenwashing machine? 

Data suggests progress: greenwashing incidents dropped by nearly 19% last year, likely thanks to tighter regulations and more informed marketers. 

However, this progress has come with a twist—enter “greenhushing,” where companies, spooked by the greenwashing backlash, choose silencing of their green programs and initiatives out of fear of greenwashing.

So, where do we really stand with greenwashing—starting 2025?

What does the greenwashing landscape look like in 2025?

At its core, greenwashing misguides people by influencing their decision-making through false or misleading claims about a company’s sustainable products, initiatives, or services. 

While some brands may engage in greenwashing intentionally, others may do so unknowingly.

However, in today’s increasingly aware and informed world, ignorance is no longer an excuse—and it won’t protect brands from the consequences of misleading their audience for much longer.

In 2024, we already saw the rise of three trends—and I predict seeing the continuation of these in 2025.

  1. Regulation — Greenwashing is officially in the regulatory spotlight, with stricter oversight set to tighten its grip in 2025. The European Commission’s Directive on Empowering Consumers for the Green Transition (ECGTD), now in effect, expands pre-contractual consumer rights to tackle greenwashing head-on, while the Green Claims Directive inches through the legislative pipeline. Pro tip: Stay on top of evolving rules in your target markets—every country is writing its own playbook at its own pace.
  2. Citizens calling our greenwashing — The “Underconsumption” trend is booming on social media, with influencers romanticizing the art of buying and using only what you truly need. Expect this movement to gain even more traction in 2025 as Gen Z dominates the social media stage, amplifying ethical and sustainable living. Don’t be surprised when your favorite lifestyle influencers start calling out greenwashing and nudging their followers toward smarter, greener choices.
  3. Global lawsuits — Greenwashing is officially out of hiding—and the lawsuits are coming for it. Lululemon’s 2024 “Be Planet” campaign landed in hot water with a lawsuit over allegedly misleading consumers about its environmental commitments. In 2025, expect more lawsuits, steeper fines, and even worse PR nightmares for companies caught in the act.

What can you do?

Marketers must be aware of greenwashing and how to prevent it. 

Going into 2025, there is no longer an excuse to remain ignorant on this topic. To wrap up, I wanted to share some easy steps on how to avoid greenwashing:

  • Educate yourself on the latest greenwashing policies: to stay updated and compliant with evolving regulations.
  • Avoid using vague phrases: like “eco-friendly” or “all-natural” unless you have clear evidence to support your claims. 
  • Be mindful of your imagery: visuals can mislead if they inaccurately represent your sustainability efforts.
  • When in doubt, ask your network: for feedback to ensure your messaging is transparent and authentic.

If you’d like to learn whether low-carbon content marketing is right for your team, review our packages or book a meeting.

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Although I recorded the YouTube video and wrote the script myself, generative AI was used in writing this blog post. We don’t use this method for our clients and only do so for us to increase publication on our blog.

Written by Megan

Megan is the Managing Director at Content For Good & Co. She is a sustainable marketing activist and actively writes on sustainable marketing at the media organisation.

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