Stress‑test brand purpose claims before they go public. Spot the red flags regulators and customers catch instantly.
Which is a classic greenwashing red flag in copy?
vague terms like ‘eco‑friendly’ without specific evidence
stating scope and boundary of the claim
publishing a lifecycle assessment summary
naming a third‑party certifier with a license number
Before publishing a purpose‑driven environmental claim, what should teams compile?
verifiable evidence (e.g., LCA, audit, supplier data) mapped to the exact wording
stock photos of forests
only a CEO quote about caring
a one‑page values statement
When referencing ‘carbon neutral’, which safeguard is essential?
only mention tree‑planting partners
say ‘net‑zero’ and leave it there
omit dates and baselines
clarify the role of reductions vs. offsets and the standard used
Which scope detail makes a claim more credible to scrutiny?
state whether the figure covers Scopes 1, 2 and/or 3
use percentages without context
focus only on office electricity
avoid mentioning scope to keep it simple
Which governance step should happen before any sustainability ad flight?
brand team self‑approval only
publish first, amend later
legal/compliance review against current environmental‑claims guidance
agency approval only
What’s a safer way to use nature imagery next to small initiatives?
show generic green icons
match visuals to the actual scale and boundary of the claim
avoid text and rely on mood
use sweeping nature scenes regardless of impact
Which time element strengthens a purpose promise?
aspirational wording without dates
time‑bound targets with a baseline year and interim progress
only long‑term 2050 goals
evergreen taglines only
What is the right treatment of third‑party eco‑labels?
add any badge you find online
design look‑alike icons
use only with permission and show program criteria or link
hide the program name to avoid scrutiny
Which claim is most acceptable in a multi‑market campaign?
copy written only for HQ’s laws
claims translated by machine only
the exact same legal phrasing everywhere
one aligned wording localized to meet each market’s rules
Which KPI best signals progress beyond messaging?
independently verified impact metrics tied to the promise
vanity social metrics
number of CSR photos posted
share of voice
Starter
Brand Purpose Greenwashing Checks basics under your belt—keep practicing with real briefs.
Solid
Strong grasp—tighten your edge cases and stress tests.
Expert!
Masterful judgment—ready to lead the work at scale.
