ISO, EPA, ABCDEFG… Decoding Sustainability Double-Speak

Sustainability has become the most important — and most abused — word in modern branding.

The alphabet soup of sustainability certifications can be overwhelming for both brands and consumers.

For brands, the challenge is twofold: genuinely committing to sustainable practices and communicating those commitments transparently.

Greenwashing is not just ethically questionable; it's increasingly risky.

Our advice: start with substance. Make real, measurable commitments. Then communicate them in plain language.

The brands that will win are the ones that treat sustainability as a genuine business imperative.