Let’s face it, sustainability language can feel like a bit of a maze. With words like green, eco-conscious, carbon-neutral, and net-zero in frequent rotation, it’s hard to know which terms actually mean what, and when it’s appropriate to use them and know how to avoid greenwashing.
If you’re a business owner, a marketing lead, or a sustainability champion trying to tell your story, you’ve probably wondered: Am I saying the right thing? Am I saying too much? (Or not enough?)
This guide is built to equip you with the confidence to use bold sustainability language in communicating your sustainability goals. We’re unpacking the most common terms, offering practical tips for when (and how) to use them, and showing you how to avoid those greenwashing pitfalls. Because the goal isn’t perfection, it’s progress with integrity.
Carbon-Related Terms
When it comes to emissions, the words you choose matter just as much as the actions behind them. Here’s how to talk carbon, confidently.
Carbon-Neutral
You’re emitting greenhouse gases, but you’re also offsetting them, typically by investing in projects like renewable energy or reforestation.
- Use when: You’ve calculated your carbon footprint and offset 100% of your emissions through verified third-party programs.
- Avoid if: You haven’t calculated your annual greenhouse gas inventory, or have not purchased the full equivalent of your emissions, or are purchasing unregulated offsets.
Recently, the term “carbon neutral” has faced scrutiny due to its misuse, prompting its designation as a common greenwashing term in Bill C-59, a new Canadian legislation aimed at reducing greenwashing. An alternative to saying “we are carbon neutral” could be “we have purchased offsets for 100% of our material emission sources”. If you do use the term “carbon neutral,” ensure that you purchase offsets from credible providers with third-party verification.
Net-Zero
“Net-zero is a target of completely negating the amount of greenhouse gases produced by human activity, to be achieved by reducing emissions and implementing methods of absorbing carbon dioxide from the atmosphere” – Oxford Dictionary.
This one steps it up. Net-zero is all about cutting emissions as much as operationally possible, and only offsetting what’s truly unavoidable. You can watch this fabulous explanation video for more information.
- Use when: You’ve made real internal reductions, and you’re aligned with science-based targets like SBTi to reduce your footprint 30% by 2030 and 90-95% by 2050.
- Avoid if: You’re skipping the hard part (reductions) and going straight to offsets.
So, what’s the difference?
Carbon neutral means you’re taking responsibility for your current emissions by measuring them and balancing them through credible offsets. It’s a strong first step, often the most immediate way a business can start taking climate action. Net-zero goes further by requiring deep, long-term reductions in emissions across your operations and value chain, with only the hardest-to-avoid emissions offset at the end.
One thing to be aware of is that businesses can sometimes fall into the pitfall of regularly emitting and offsetting, without taking real action towards decarbonization. While purchasing offsets is beneficial, prioritizing decarbonization within the business should be the primary focus. Think of carbon neutrality as a milestone on the road to net zero, a practical and impactful step while you work on the larger transformation.
Carbon-Conscious / Low-Carbon
These are your “we’re on the journey” words. They show that you’re aware of your footprint and actively working to reduce it.
- Use when: You’re making progress and want to be transparent without overpromising.
- Bonus: These terms let you talk about your intentions and values without pretending you’ve got it all figured out.
The Buzzwords We All Love (and Sometimes Misuse)
These words can be powerful if used thoughtfully.
Sustainable
The big one. It suggests your business or product is balancing people, planet, and profit.
- Use when: You’ve got the data, the certifications, or the reporting to back it up and be clear how something is actually sustainable or what makes it sustainable.
- Avoid if: You’re labelling a single product without context (like that “sustainable tote” made overseas from who-knows-what).
Green
This is the ultimate feel-good word, but it can be perceived as “fuzzy”.
- Use when: You’ve got something specific to back it up, like “green energy from 100% renewables.”
- Avoid if: It’s a catch-all label with no substance. Consumers are getting wise to that.
Eco-Friendly
This term suggests your product or service is gentler on the environment than the alternative.
- Use when: You can clearly explain how and why it’s better (like “made from 80% recycled plastic, manufactured using solar power”).
- Avoid if: You’re using it as a tagline without metrics behind it.
Trendy Terms with Good Intentions (and Caveats)
These newer terms can help you stand out, just make sure they stand up to scrutiny.
Climate-Positive
This means you’re not just neutral, you’re giving more than you take, offsetting more than you emit.
- Use when: You’ve measured 100% of your carbon footprint and have purchased offsets for 110% or more of your footprint.
- Avoid if: You’re still figuring things out and can’t explain the “positive” part clearly.
Regenerative
Think of this as the next step up from sustainable. It means you’re restoring ecosystems, strengthening communities, and actively healing the planet. Where “sustainable” means maintaining, “regenerative” means improving.
- Use when: You’ve got real initiatives that improve natural or social systems. This term is especially popular in tourism, agriculture, or design.
- Avoid if: It’s just a nice word on a slide deck and not backed by credible projects, initiatives, or action.
Circular / Circular Economy
It’s all about designing waste out of the system, from production through disposal. Circular goes beyond recycling, and focuses on reducing consumption, building things meant to last, and reusing & repairing instead of disposing.
- Use when: You have a product take-back program, reuse model, or closed-loop manufacturing process.
- Avoid if: You’re just recycling (which is good, but not the whole picture).
Nature-Based
These solutions work in harmony with nature, such as restoring wetlands to manage flooding or planting trees to sequester carbon.
- Use when: You’re working with verified projects that deliver real environmental benefits.
- Avoid if: It’s just a feel-good phrase without science or accountability behind it.
How to Avoid Greenwashing (and Still Sound Like You Know What You’re Doing)
No one wants to land in hot water for making sustainability claims that don’t hold up. Here’s how to keep your communications clear, confident, and credible:
- Be specific: “Eco-friendly packaging” is vague. “Made with 70% post-consumer recycled paper” is helpful.
- Be honest: Celebrate your wins and your work-in-progress. Transparency builds trust.
- Use third-party verification: Labels like B Corp, Green Key, or SBTi demonstrate that you’re not just saying it – you’re proving it.
- Avoid vague feel-good words: Words like “clean,” “natural,” and “better” need context or evidence.
- Don’t exaggerate: You’re likely not “saving the planet” with your new product, but you might be making a measurable difference. That’s worth discussing and could influence other businesses to do the same.
- Use measurable metrics: As regulations around greenwashing continue to increase, avoid making unsubstantiated claims. Use verified statistics and explain how you measured your impact to show consumers you’re not just using sustainability language, but actually doing the work behind the scenes.
- Show the Evidence: Sustainability statements are much more powerful when backed up by a GHG inventory report, proof of offset purchases and any kind of documentation that validates the climate actions taken and share these publicly to build trust and credibility.
Conclusion: Say It Like You Mean It
Language is one of the most powerful tools we have in the sustainability space. When used thoughtfully, it builds credibility, motivates action, and helps customers understand the impact of your organization. When used carelessly, it risks confusion, or worse, distrust.
At Synergy, we help businesses take credible climate action through greenhouse gas inventories, sustainability plans, communication support, and our Climate Action Partner Program. This program offers a transparent, progress-driven framework that facilitates an authentic discussion about your sustainability journey.
Curious where you stand, or how to talk about the work you’re already doing? Lets Chat!
