Sustainability Messaging in 2025: Smart Moves and Stumbling Blocks for Marketers

Sustainability is no longer just a trending hashtag; it’s an expectation, especially in Australia, where scrutiny has never been higher. From my experience working in both the US and Australia, it’s clear: thoughtful sustainability messaging is a real differentiator, but anything bordering on greenwashing is playing with fire.

Why Authenticity Isn’t Optional Any More

Marketing teams have always been great at naming the next big thing, but 2025 is the year audiences are fact-checking the hype. Aussies (and let’s be fair, consumers everywhere) are more switched on than ever. Shout “better for the planet!” without anything to back it, and watch trust evaporate. The same goes for bland slogans or big claims that could sound like everyone else’s generic brochure.

Greenwashing: Still the Achilles’ Heel

The Australian Competition and Consumer Commission’s recent crackdowns have led to several brands being held accountable for making misleading or exaggerated claims. In 2025, marketers can’t afford to rely on fluffy, vague language. Real talk: the ACCC’s 2023 review found that 57% of businesses were at risk of misleading with eco-claims. As a result, everyone’s watching, consumers and regulators alike. So, what actually works?

Keeping Your Message Real (and Unexpected)

• Share behind-the-scenes struggles: Don’t just highlight your wins; audiences resonate with brands that show how they’re solving tricky problems. Got a pilot that’s only half-successful? Post about what you learned, not just what you achieved.

  
  

• Let your numbers tell the story: Instead of saying “sustainable,” show a photo of your team hauling off the year’s saved plastic, or a time-lapse of an office solar install and share real stats or targets met.

  
  

• Invite participation, not just applause: Allow your audience to weigh in on new packaging ideas, or share how they’d tackle waste. Engagement spikes when people see change in action, not just claims in an ad.

Examples That Work

The brands earning trust and positive attention in 2025 are the ones with stories (and numbers) to back them up. Instead of empty “green” labels, they offer transparent, specific commitments.

“We’ve reduced our packaging by 40% since 2023, saving 18 tonnes of plastic annually—certified by the Australian Packaging Covenant Organisation.”

Another win? Sharing “work in progress” updates. For example:

“We’re aiming for 100% renewable power across all stores by 2027. Right now, we’re at 62%, up from 20% a year ago. Here’s how we’re making it happen...”

This approach doesn’t just meet regulatory standards—it fosters connection, as people see real progress and the hurdles that come with it.

Examples That Don’t Work

Even the best brands occasionally stumble over well-intentioned but ineffective sustainability messaging. Here are some classic missteps to dodge:

1. Empty Eco-Slogans

“Now Greener Than Ever! Committed to a Better Tomorrow!”

On their own, these are all fluff, no substance. Audiences brush past these at best. At worst, you spark cynicism or mockery.

2. Generic Nature Imagery & Buzzwords

Seasonal leaves, blue skies, and the word “natural” on your creative looks pretty, but when the copy reads like:

“Our new packaging is made with nature in mind.”

…it feels like a templated ad, not a real initiative.

3. Dodgy Data Dropping

“Major carbon footprint reduction!” (with no numbers to back it up, or irrelevant timeframes)

Stretching the truth or using hidden qualifiers only damages credibility. When brands are caught, backtracking sticks in people’s minds.

4. Hiding Behind Partners or Certifications

“Certified eco-responsible by leading experts.”

If you’re name-dropping partners without detail - or hoping no one checks - this rarely flies. People want specifics: Who’s the partner? What was certified? What did the audit reveal?

5. The “We’re Trying” Excuse, With No Demonstrated Progress

Admitting you’re not perfect is good. But if every update is just:

“We’re looking into sustainable options—watch this space!”

without visible action, people start doubting your intentions.

Takeaways for Marketers in 2025

• Check and double-check every claim for proof and relevance.

• Champion transparency - share your journey, not just the destination.

• Keep up with evolving regulations - the ACCC’s Environmental Claims Code is non-negotiable now.

• Use storytelling that highlights real action, not just ambition.

In both Australia and the US, these lessons ring true: substance, not spin, is what keeps brands respected and resilient. Authentic sustainability marketing isn’t just possible in 2025 - it’s required. And done right, it’s a genuinely exciting space for marketers to make a tangible difference and stand out for all the right reasons.