09/07/2026
5 Rules for Sustainability Claims, From Google’s Own Report
Something moved in the last twelve months, and almost nobody in marketing noticed. Searches for what greenwashing means went down. Searches for the seven sins of greenwashing went up, and not by a little.
The Claim Check
We turned the five questions into a worksheet, with room to write your answers and an example of how each one sounds weak and how it sounds solid. Keep it next to you the day you write the sentence, not the day someone challenges it.
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Five rules for sustainability claims that survive a second look, taken from Google's own 117 page report: name the trade-off, show who checked the numbers, publish the method.