Talking about sustainability  isn’t just about declaring, “We’re green!”, it’s about being honest, clear, and thoughtful. Misleading claims (yes, we’re looking at you, greenwashing) can do more harm than good, breaking consumer trust and confidence.

For a while, "sustainability" became a buzzword, with some retailers using it as a marketing tactic rather than a real commitment to positive change. But the game has changed. Strict regulations are now in place to hold businesses accountable.

In 2021, the  UK’s Competition & Markets Authority (CMA)  introduced the Green Claims Code, setting clear rules to ensure sustainability claims are truthful, transparent, and fair. Businesses must now provide verified evidence, backed by third-party audits, to support their claims. 

The code also targeted vague terms like "eco-friendly" or "plant-kindly," requiring brands to use clear, evidence-based messaging instead. Although the legislation took effect in 2022, greenwashing remains prevalent, whether brands engage in it intentionally or not.

We follow the Green Claims Code to guide all our sustainability communications, helping us stay true to our values and build honest connections with our customers. We focus on five key principles:

It may seem obvious, but it's crucial: sustainability claims must be completely honest, no half-truths or exaggerated marketing. Transparency fosters trust, and trust is built on accurate details. If a claim has limitations, such as packaging that is only partially recyclable, be upfront about it. Don’t be misled by a bottle labelled “fully recyclable” with a tiny asterisk leading to fine print that reveals only the main bottle is recyclable while the lid must be discarded separately.

Actions matter more than words, and solid proof speaks the loudest. If you're making a sustainability claim, you must support it with evidence. Independent certifications like OEKO-TEX® or Global Organic Textile Standard (AKA GOTS) provide customers with the reassurance they need.

In an era of widespread greenwashing, demonstrating the effort behind your brand builds credibility. Whether it's improving working conditions or stating material claims, be transparent and show the proof.

In 2024, we became certified to the Global Organic Textile Standard, which certifies and tracks organically grown cotton from the source to the final product. This supports all our Organic Cotton claims. 

Claims should be clear and easy for consumers to understand. It's essential that they are presented in a way that avoids ambiguity or technical jargon, ensuring clarity for all audiences. Misleading claims, whether intentional or not, can create a false impression of a product, service, or brand’s environmental benefits. They shouldn’t be confusing or make a product, service, or brand seem more environmentally friendly than it really is.

The word sustainability is used very freely, with companies pledging strategies for change, this is all well and good but what we need is progress against these targets and transparency. There was a flurry in 2018 with ambitious promises of carbon neutrality and becoming ‘sustainable’ businesses. However, something that was consistently missed were road maps and what sustainability meant to these businesses. Without tangible targets and time scales it removes a brands accountability to improve.

Brands play a key role in educating consumers about the value of supporting those with strong ESG (Environmental, Social, and Governance) commitments. Shifting away from fast fashion cultures, thoughtful purchasing not only promotes product longevity but also supports ethical supply chains and reduces environmental impact.

Brands should not shy away from discussing sustainability; there are clear guidelines to help avoid both greenwashing and green hushing. By effectively communicating their sustainability journey, brands can help consumers make informed choices, build loyalty, and drive sales. This, in turn, encourages the retail sector to adopt sustainability as a core strategy, striking a balance between environmental responsibility and profitability.

At Secret Linen Store, for instance, we see sustainability as an ongoing journey toward reducing our environmental impact and enhancing our social and governance commitments. We publish an annual  Impact Report  to ensure transparency and keep us focused on our responsibilities to both people and the planet.