Devera is a platform for measuring environmental impact with AI, transforming complex data into sustainable decisions. In this article, we explore the most frequent pitfalls in sustainability communication and how to address them with transparency and precision.

Key takeaways

• Greenwashing no longer only damages reputation—it now carries legal and financial risks.

• Communicating sustainability without data, context, or cross-team alignment is a critical misstep.

• Transparent, evidence-based storytelling grounded in environmental metrics builds lasting trust.

• At Devera, we help brands measure, understand, and communicate their impact accurately.

1. Making unsupported claims: a costly mistake

One of the most common issues is declaring a product or company “sustainable” without offering any supporting evidence.

“We can no longer claim or promise without data. Ignorance is no longer an excuse.” — Alba Guzmán, co-founder of ROSAPARKS

The consequences are escalating. Brands like Adidas, Coca-Cola, Ryanair, and KLM have been fined or forced to pull campaigns after failing to substantiate climate-related claims. Many of these messages were vague, misleading, or simply inaccurate.

Best practices

• Support every sustainability statement with verifiable data (LCA, certifications, carbon footprints).

• Clearly explain the how, not just the what.

• Present the full lifecycle impact, not just the final output.

2. Leaving sustainability to the marketing department

When sustainability is handled as a communication accessory—rather than an integrated business pillar—there’s a disconnect between message and reality.

“Sustainability is no longer a departmental add-on. It sits at the core of what society expects from brands.” — Alba Guzmán

This narrow view often results in campaigns detached from operational reality, which today’s informed consumers quickly pick up on.

Best practices

• Involve all departments (operations, procurement, finance).

• Align storytelling with the company’s purpose, not just marketing objectives.

• Ensure internal and external messages reflect actual progress.

3. Thinking a label is enough

Having a certification—such as B Corp—doesn’t replace the need to explain the why, how, and impact behind your sustainability efforts.

“A label without explanation doesn’t build trust. People want to know what you're doing, how, and with what effect.” — Pedro Olazabal, Zubi Group

Over-relying on badges or seals leads to shallow communication. Today’s audiences demand traceability, transparency, and real evidence.

Best practices

• Disclose what each label truly represents.

• Translate technical language into clear, accessible terms.

• Pair certifications with real-time data and metrics.

4. Communicating from obligation, not commitment

There’s a big difference between “we have to” and “we believe in this.” Brands that communicate from a sense of duty feel distant; those who speak from genuine commitment, resonate.

“Sustainability isn’t punishment—it’s opportunity.” — Max Bensimon, Done! Comunicación

This tonal misstep is especially common in highly regulated industries. But compliance is not enough: transformation is expected.

Best practices

• Share both progress and challenges.

• Communicate from conviction, not from obligation.

• Avoid inflated or vague claims like “climate neutral,” “100% green,” or “net zero” without data.

5. Disconnecting storytelling from storydoing

Saying without doing is one of the most damaging mistakes. As Alba Guzmán reminded, greenwashing is born and buried in communication—but rooted in operational inconsistency.

“The story you're telling isn’t what you're doing. And that’s where the problem lies.”

The solution lies in aligning storydoing with storytelling—ensuring that what’s being said is directly supported by real, measurable actions.

Best practices

• Measure impact before sharing it.

• Turn environmental data into compelling, truthful stories.

• Use platforms like Devera to ensure transparency and traceability.

How Devera can help

At Devera, we help organizations measure, understand, and communicate their environmental impact in real time. We turn complex metrics—like lifecycle analysis or carbon footprints—into accessible narratives aligned with EU regulations and consumer expectations.

We provide:

• Accurate carbon measurement tools.

• Clear, actionable dashboards.

• Support in building credible, data-backed sustainability messaging.

Decode. Decide. Decarbonize.

Frequently Asked Questions (FAQ)

What’s a common mistake for new sustainability-driven brands?
Claiming too much without proof. It’s better to share your journey honestly than to exaggerate impact.

How can I avoid greenwashing at the early stages?
Measure everything. Even if your impact is small, being transparent builds credibility.

What role should marketing play?
A vital one—but not the only one. Sustainability must be embraced across the organization.

What makes Devera different?
We integrate technology, scientific data, and communication. We don’t just measure—we help transform information into effective, trustworthy messaging.