As sustainability continues to shape purchasing decisions, more fishing and outdoor brands are integrating environmental messaging into their marketing. But without credible data and strategy behind those claims, companies risk being accused of greenwashing—a growing concern among consumers, retailers, and regulators.
So how do you talk about your sustainability efforts in a way that builds trust, drives sales, and keeps you in compliance? Here’s how to make legitimate sustainability claims that win customers—and meet increasingly strict retailer requirements.
What is Greenwashing & Greenhushing?
Greenwashing is when a company exaggerates or misrepresents the environmental benefits of a product, service, or practice. This might look like using vague claims like “eco-friendly” or “sustainable” without providing evidence or third-party verification.
The consequences? Damaged reputations, legal risks, and lost retailer partnerships. Big-box stores like Walmart, REI, Target, and Dick’s Sporting Goods are holding suppliers accountable for substantiated, measurable sustainability performance—and they expect transparent marketing to match.
Greenhushing is the practice of deliberately downplaying or withholding information about a company’s sustainability efforts out of fear of public scrutiny, accusations of greenwashing, or not being “sustainable enough.”
The consequences? While it may seem like a safe strategy, greenhushing can backfire—especially as consumers, investors, and retailers increasingly demand transparency. Brands that stay silent risk missing out on valuable trust-building opportunities and may even appear as if they have something to hide. Instead of greenhushing, companies should focus on clear, honest communication backed by data, showing progress—even if it’s imperfect—toward authentic sustainability goals.
Why It Matters More Than Ever
- Consumers are more educated and quick to call out greenwashing.
- Retailers are requiring proof of sustainability performance through assessments and scorecards.
- Regulators are stepping in. The FTC is updating its Green Guides, Canada is increasingly regulating deceptive marketing practices for Environmental Claims, and the EU is cracking down with its Green Claims Directive.
This is no longer just about marketing—it’s about compliance and trust.
5 Ways to Make Legitimate Sustainability Claims
1. Back Claims with Data
Don’t just say your product is “carbon neutral” or “recycled”—prove it.
- Complete annual sustainability assessments
- Measure your carbon footprint (Scopes 1, 2, and 3)
- Conduct waste audits
- Use Life Cycle Assessments (LCAs)
- Disclose your methodology and sources
Example: Instead of “sustainably made,” say: “Made with 85% post-consumer recycled plastic, verified through third-party lifecycle analysis.”
2. Use Clear, Specific Language
Avoid buzzwords like “green,” “eco,” or “planet-friendly” unless they’re tied to measurable action. Specificity builds credibility.
Instead of: “Eco-conscious packaging”
Try: “100% recyclable cardboard packaging printed with soy-based ink.”
3. Leverage Certifications & Standards
Third-party certifications add instant credibility. Depending on your product, consider:
- FSC® (Forest Stewardship Council) for paper/plastic alternatives
- OEKO-TEX® or bluesign® for textiles
- Carbon Trust, The Climate Label, or B Corp for brands
- GRI or SASB frameworks for sustainability reporting
4. Be Honest About Tradeoffs
Customers appreciate transparency. If your product still has environmental impact, acknowledge it—and share how you’re improving.
“While this product contains 30% virgin plastic, we’ve redesigned the packaging to use 60% less material overall and are piloting a take-back program for next season.”
5. Align Your Claims With Retailer & Regulatory Expectations
Retailers like REI, DSG, and Walmart now require verified sustainability data and scorecard participation from suppliers. Your marketing should reflect that level of rigor.
Emerger Strategies helps brands navigate these requirements—ensuring your claims align with what retailers are asking and what regulators are watching.
Introducing Our New Sustainability Sales & Marketing Services
We just launched a new service to help brands build trust and drive sales through credible sustainability marketing. We work with fishing and outdoor brands to:
- Avoid greenwashing
- Develop sustainability marketing that actually sells
- Translate technical sustainability data into compelling storytelling
- Align your messaging with retailer scorecards and compliance requirements
Learn more about our Sustainability Sales & Marketing Services.
Want to Learn More?
In Part 4 of The Rise of Sustainability Regulations series of The Sustainable Angler podcast, Rick sits down with James Pollack from Marten Law to discuss Green Marketing Claims and how brands can stay out of legal trouble and craft claims that hold up under scrutiny.
This episode drops Friday, 6/20/25!
Final Thoughts
Sustainability sells—but only if your claims are authentic, specific, and aligned with growing expectations from customers and retailers alike. Conversely, greenhushing can erode trust with your customers. My recommendation is to avoid greenwashing and and greenhusing by investing in credible storytelling with Emerger Strategies, so your brand can build trust, boost revenue, and lead your industry forward.
