The safest sustainability communication is specific. Instead of saying a product is “better for the planet”, explain what was measured, what it was compared with and where the improvement comes from.

This makes the message more credible for customers and easier to review internally. It also reduces the risk of sales and marketing using claims that are too broad.

• Use measurable statements
• Explain the comparison baseline
• Avoid unsupported general claims
• Link claims to product-level evidence

Marketing wants to promote a product as a lower-impact alternative to the current product.

Pickler helps teams connect sustainability claims to product impact data, comparisons and supporting explanations.