At The Bear Factory, our commitment to sustainability goes beyond just words. We believe in action backed by credible data. In an era where businesses are expected to be transparent about their environmental efforts, ensuring that sustainability claims are accurate, verifiable, and responsibly communicated has never been more critical.
In 2025, the conversation around environmental claims is shifting, with increasing regulatory scrutiny across the United States and the European Union/United Kingdom. The rise of greenwashing lawsuits, evolving reporting frameworks, and stricter marketing guidelines mean that businesses must navigate this space carefully. This article provides a high-level overview of environmental claims, the risks of unfounded statements, and how organizations can ensure their sustainability messaging is backed by real data and transparent reporting.
The Risks of False Environmental Claims
Making unverified or misleading environmental claims, commonly known as greenwashing, poses significant risks. Regulatory agencies worldwide are cracking down on misleading statements, with new guidelines and enforcement actions coming from the state of California (i.e. California’s greenwashing in environmental marketing for voluntary carbon offsets) and the European Union (i.e. EU Green Claims Directive). Businesses that exaggerate their sustainability efforts without verifiable data risk fines, lawsuits, and loss of consumer trust.
For an in-depth look at greenwashing risks explore the UK’s Green Claims Code: https://greenclaims.campaign.gov.uk/. You can also watch this insightful video explaining the importance of credible sustainability claims: https://youtu.be/kCArp_mCtfI?si=AmgIsK3ZU6YNURLq.
Ensuring Your Environmental Claims Are Accurate
A credible environmental claim is rooted in measurable, trackable data. Businesses must establish a strong foundation for their claims by using consistent tracking methods and leveraging third-party verification when possible.
Annual data tracking is essential for demonstrating year-over-year progress. Companies should consistently measure key performance indicators (KPIs) such as carbon emissions, energy use, waste management, and supply chain sustainability. Tracking these metrics over time provides clear evidence of improvement and supports credible sustainability reporting.
Internal tracking tools play a crucial role in ensuring accuracy. Businesses can utilize resources such as:
- SME Climate Hub, which assists small businesses in tracking their carbon footprint and setting reduction targets.
- Energy Star Portfolio Manager, a widely recognized tool for measuring and managing energy consumption in buildings, helping companies optimize efficiency.
Third-Party verification adds credibility to environmental claims. Organizations should determine which claims require external validation, whether through ISO certifications, B Corporation assessments, or industry-specific ESG (environment, social and governance) ratings. Independent audits and verifications ensure that sustainability efforts are both legitimate and defensible.
Determining Transparency Levels for Data Sharing
Transparency in sustainability reporting varies depending on the audience, verification level, and relevance to stakeholders. Businesses should consider:
- Third-Party Audits: If claims can be verified by an external standard, sharing full data increases credibility.
- Stakeholder Relevance: Certain data points may be critical to investors or customers but less relevant for broader public disclosure.
- Materiality Assessments: Conducting assessments ensures that disclosed information aligns with business impact areas and stakeholder priorities.
Making Environmental Claims: Sales vs. Sustainability Statements
Not all sustainability-related statements are created equal. It’s essential to differentiate between marketing-driven messaging and fact-based sustainability communications.
Examples of misleading statements:
- “Our products are 100% eco-friendly” (vague, unverified claim)
- “Our packaging is recyclable” (without specifying conditions for recyclability)
Examples of responsible claims:
- “Our plush toys are made from 50% recycled materials, verified through ISO 14021 certification.”
- “We reduced our carbon footprint by 20% in 2023, as measured by the Greenhouse Gas Protocol.”
For guidance on making compliant green claims, explore: https://greenclaims.campaign.gov.uk/check-your-green-claims/.
Third-Party Certifications at The Bear Factory
The Bear Factory is committed to ensuring its sustainability claims meet the highest standards. Some of the key third-party certifications and standards we (and our manufacturing partners) adhere to include:
- ISO 14001
- ISO 9001
- ASTM F963-17
- EN-71
- GRS 4.0 Certified
It is important to note that there are over 2,500 third-party sustainability certifications, and not all certifications hold the same level of credibility. This is why organizations must ensure that their environmental claims are rooted in verifiable and recognized certifications. Choosing reputable, widely accepted third-party standards strengthens sustainability statements and ensures transparency in communication.
Looking Ahead: The Bear Factory’s 2024 ESG Report
As part of our ongoing commitment to transparency, we’re excited to announce that The Bear Factory’s 2024 ESG Report will be released soon. This report will provide in-depth insights into our sustainability performance, new initiatives, and continued efforts to drive measurable impact.
By embracing rigorous data management, transparent communication, and verified sustainability claims, businesses can build trust, demonstrate accountability, and drive real change. Stay tuned for more updates as we continue our journey toward responsible environmental stewardship!
Making Environmental Claims: Sales vs. Sustainability Statements
Not all sustainability-related statements are created equal. It’s essential to differentiate between marketing-driven messaging and fact-based sustainability communications.
Examples of misleading statements:
- “Our products are 100% eco-friendly” (vague, unverified claim)
- “Our packaging is recyclable” (without specifying conditions for recyclability)
Examples of responsible claims:
- “Our plush toys are made from 50% recycled materials, verified through ISO 14021 certification.”
- “We reduced our carbon footprint by 20% in 2023, as measured by the Greenhouse Gas Protocol.”
For guidance on making compliant green claims, explore: https://greenclaims.campaign.gov.uk/check-your-green-claims/.
Third-Party Certifications at The Bear Factory
The Bear Factory is committed to ensuring its sustainability claims meet the highest standards. Some of the key third-party certifications and standards we (and our manufacturing partners) adhere to include:
- ISO 14001
- ISO 9001
- ASTM F963-17
- EN-71
- GRS 4.0 Certified
It is important to note that there are over 2,500 third-party sustainability certifications, and not all certifications hold the same level of credibility. This is why organizations must ensure that their environmental claims are rooted in verifiable and recognized certifications. Choosing reputable, widely accepted third-party standards strengthens sustainability statements and ensures transparency in communication.
Looking Ahead: The Bear Factory’s 2024 ESG Report
As part of our ongoing commitment to transparency, we’re excited to announce that The Bear Factory’s 2024 ESG Report will be released soon. This report will provide in-depth insights into our sustainability performance, new initiatives, and continued efforts to drive measurable impact.
By embracing rigorous data management, transparent communication, and verified sustainability claims, businesses can build trust, demonstrate accountability, and drive real change. Stay tuned for more updates as we continue our journey toward responsible environmental stewardship!