Green brands, according to extensive research, are most likely to create “green-washing” rather than sustainability. Global auto manufacturers are talking aspirations rather than committed realities to electric cars; and the US auto firms, also talking a good green story like Big Oil, tried in 2021 to limit stricter carbon emission standards introduced by the Biden Administration. As one Forbes commentator noted, the greenwashing temptation is inherent to work of industry leaders.

Airlines that offer transparent carbon offset programs are making a legitimate effort to be sustainable. It’s also a positive sign when airlines are experimenting with sustainable fuels. Don’t trust the stickers on the door that say the hotel or tour operator is environmentally certified. “Look at their corporate disclosure documents on their websites,” says Nneoma Njoku, general manager of Labrador U.S., a global corporate disclosure communications firm.

This desire for quality products from accountable businesses cuts across industries, with brands from the fashion and food sectors to those in technology and transportation showing it is possible to do things differently. More than ever, brand communications are revealing the authenticity, transparency and integrity that are essential ingredients to today's conscious consumers. One way to verify that a brand operates responsibly is through a trusted third-party certification, like the nonprofit B Lab’s B Corp Certification.

Meanwhile, “green” lines of entire industries have popped up everywhere to try to meet consumer demand, with one of the clearest examples of this being the beauty industry. Proclaiming to be “all natural” and “non-toxic” or free of “harsh chemicals” is a pervasive type of branding for beauty products, from moisturizers to sunscreens. But because there is no standard definition for “clean” or even for what constitutes a “harsh chemical,” these sustainability claims can vary wildly.