As conscious consumerism rises, people are finding it harder to trust environmental claims. Labels like “eco-friendly,” “carbon neutral,” “reduce carbon footprint,” “100 per cent traceability to plantation,” or “sustainable” are everywhere. But a lot of these claims don’t have third-party certification or proof behind them, so they end up sounding vague or even misleading.

Words like “environmentally friendly” don’t mean much without real evidence, and sometimes companies highlight a “plant-based” cap while the rest of the packaging is still just regular plastic, which only adds to the confusion. If brands want to be credible, broad claims like “sustainable” should be backed up with transparent data about materials, production, and certifications.

The European Commission found that 53 per cent of green claims are vague, misleading, or unfounded, and 40 per cent don’t have supporting evidence. This growing gap between what brands say and what they actually do has eroded public trust. It’s getting harder for people to tell the difference between real sustainability efforts and corporate greenwashing. Because of this, credibility is now one of the most valuable but fragile assets in sustainability communication.

The era of ‘false green promises’ is ending

By 2025, the landscape of sustainability communications has fundamentally shifted. For PR, brand, and marketing professionals, this is no longer about telling “nice environmental stories” but about demonstrating traceable impact. Every green claim must now be verifiable, backed by data traceable to its origin, and independently certified. The future of brand trust will belong to those who can prove, not just promise, their environmental responsibility.

In global agriculture and food, being authentic, traceable, verifiable, and accountable are now must-haves for communication. I’ve noticed a clear shift this year—from just telling stories to actually proving them. This change is being driven by new rules, higher expectations from stakeholders, market pressure, and new traceability technology across supply chains. Brands are now expected not just to tell good sustainability stories, but to back them up with clear, verifiable data.

Across Asia Pacific’s agrifood industries, from Indonesia’s palm oil, cocoa, and coffee to Vietnam’s timber, Thailand’s rubber, and the Philippines’ coconut, businesses are realising that credibility can no longer rely on words alone. The expectation for traceable, data-backed sustainability claims has become the new norm. For professionals in Public Relations (PR) and brand communications, this marks a defining shift: success now depends on proving impact rather than promoting intent, and on demonstrating measurable progress.

Also Read: The agritech challenge in Indonesia: Can AI and mobile apps enhance productivity?

To reinforce this shift, the European Union has introduced the green claims Directive, an initiative designed to ensure that environmental and circularity claims are reliable, comparable, and verifiable. By amending the Unfair Commercial Practices Directive, this law aims to curb greenwashing and empower consumers through the Green Transition, promoting transparency, accountability, and fair competition among genuinely sustainable businesses.

With 94 per cent of Europeans saying that protecting the environment is personally important and 68 per cent acknowledging that their consumption habits harm the planet, the need for trustworthy, verifiable sustainability information has never been greater. This moment represents more than a regulatory turning point; it’s a cultural one, where consumers, brands, and communicators must collectively shift from believing in good intentions to demanding proven impact.

How regulation and technology are rewriting the rules of PR in sustainable agriculture

Regulation and technology are coming together to create a turning point for sustainable agriculture—one that brings both challenges and opportunities. If brands and agribusinesses can show real, credible sustainability, they can reach better markets, build investor trust, and make their supply chains stronger. But the time for easy, feel-good sustainability messaging is over. Companies that stick with nice-sounding slogans and don’t back them up with proof are now risking their reputations and could even lose out in markets where traceability is a must.

For PR and communications teams, sustainability isn’t just a marketing trend anymore—it’s a core part of business. Claims like “our palm oil is 100 per cent traceable to the plantation” or “we reduce CO₂ emissions” aren’t enough by themselves; they need to be backed up with traceability data, audit trails, and verified reports. When supply chains stretch across different countries and products—like rubber, cocoa, vanilla, and palm—communications teams have to work closely with operations, procurement, and tech to make sure every message matches the facts. The story is shifting from “Look how sustainable we are” to “Here’s how we prove it.”

This change isn’t just about keeping up with new rules. It’s about rethinking how we communicate, tell stories, and manage risks. In this new era, you don’t just claim credibility—you show it through data, teamwork, and real proof.

How our PR and Brand Team Avoids Greenwashing

For PR and brand professionals in sustainability-driven sectors like agritech and agri-food value chains, the rules of communication are changing fast. Sustainability can no longer be treated as a “nice-to-have” narrative; it must be embedded into the very architecture of your communications strategy. Here’s how PR teams can adapt:

Embed data-backed verification into your narrative. Before any sustainability claim goes public, ensure it aligns with your operations, product, and business team, and ask: What’s the data? Where’s the traceability? What audit or third-party verification supports this? Every message must be anchored in evidence, not intention.
Align communications with operational milestones. Use real achievements, like traceability dashboards going live, supplier audits completed, the number of farmers onboarded, total farmers trained, or new tech integrations, as story triggers. Build your content around verified progress, not afterthoughts.
Shift your tone from declaration to transparency. Replace “We are sustainable” with “We’re on a journey.” Share verified milestones, measurable results, and even gaps that remain. Transparency builds far more credibility than perfection claims.
Tailor messages for different stakeholders. Align your narrative with each audience’s priorities. If you’re speaking to investors, highlight compliance, audit results, and risk management. For consumers, focus on traceability, product origin, and measurable impact. Regulators, meanwhile, require clear evidence of accountability and verification. In today’s landscape, one-size-fits-all messaging no longer works—precision and relevance are key to building trust.

These shifts aren’t simple; they demand cross-functional collaboration between PR, operations, technology, and compliance teams. But PR professionals who move from promotion-first to proof-first will be the ones leading credible, resilient sustainability communication in this new era.

Also Read: Unlocking agritech’s potential: Can Southeast Asia rise to the challenge?

From consumer demands to regulation push and technology: Where the ecosystem is headed

Looking ahead, it’s clear that sustainable agriculture, especially across Asia, has reached a turning point. For those of us working in communications, brand, and sustainability, the signals are hard to miss. The way we talk about sustainability is changing just as fast as the way we’re required to prove it.

Transparency will no longer be optional. Businesses entering global markets will need to show verifiable sustainability data, not just well-crafted narratives. With the rise of the EU Green Claims Directive, EUDR, CSRD, CSDDD, and even the US Food Safety Modernisation Act (FSMA), the burden of proof now falls on companies. Every environmental or ethical statement must be backed by traceable data, third-party audits, and supply chain visibility. Words alone can’t win trust anymore.
Technology will become the backbone of credibility. We’re seeing a rapid convergence between digital tools and sustainability storytelling. From blockchain traceability systems and digital product passports to IoT-based farm monitoring and satellite verification, technology is quickly becoming the truth enabler. What was once a marketing claim is now a data point that can be verified, tracked, and challenged — and that changes everything about how we communicate impact.
Communications will get more cross-functional. Gone are the days when PR teams could operate independently. Communicators now need to collaborate closely with sustainability, procurement, operations, and tech teams to ensure alignment between what’s said and what’s proven. The most credible stories will come from these collaborations — where facts and functions meet to form transparency.
Risk management takes centre stage. Sustainability claims that can’t withstand scrutiny pose real reputational, financial, and even legal risks. This means PR and communications professionals must now think like risk managers, carefully weighing every statement against potential exposure. Communication isn’t just about opportunity anymore; it’s also about protection.
Data will define differentiation. As sustainability becomes a baseline expectation, measurable impact will set brands apart. Verified carbon reductions, traceable supply chains, and third-party certifications are not just compliance checkboxes — they’re emerging as competitive advantages and powerful marketing assets.
Expectations are rising faster than ever. Consumers, investors, and regulators are moving in the same direction, demanding greater transparency and accountability. The margin for error is shrinking, and the gap between what’s said and what’s proven is becoming the most important credibility test of all.

For brands, this evolution is both a challenge and an opportunity. We’re entering an era where communication itself becomes an act of accountability. The future lies in building narratives that are grounded in fact, verifiable, transparent, and aligned with operations. Those who embrace this shift, who see proof as the new promise, will not only comply with global standards but also lead the next chapter of sustainable business in the Asia Pacific.

In 2026, the shift from “green claims” to “green credibility” is arguably the defining communications pivot. Embrace it, and you’ll not only help your business stay ahead, but you’ll also help the ecosystem move into a more trustworthy, transparent, and sustainable era.

—

Editor’s note: e27 aims to foster thought leadership by publishing views from the community. Share your opinion by submitting an article, video, podcast, or infographic.

Enjoyed this read? Don’t miss out on the next insight. Join our WhatsApp channel for real-time drops.

Image courtesy: Canva

The post 53 per cent of green claims are misleading: How 2026 will redefine PR to avoid greenwashing appeared first on e27.