How to market your sustainability without greenwashing: a guide for Highland tourism and hospitality businesses
Do you know your business is doing good things for your people, your community and the planet, but feel unsure how to talk about it without being accused of greenwashing?
The short answer: make sustainability claims that are true, specific and backed by evidence, and lead with what matters to your customer. Vague words like “eco-friendly” or “green” are what turn an honest business into a greenwashing risk. Specific, provable claims build trust and give people a real reason to book or buy.
Many businesses are doing more than they say. Some stay quiet in case it sounds like greenwashing. Others use words so vague they could belong to anyone. Both cost you enquiries.
Why does sustainability marketing matter for Highland businesses?
Sustainability marketing matters because visitors, guests and trade buyers want to know how a business works before they choose it. For tourism, hospitality and food and drink businesses in the Highlands and North of Scotland, an honest sustainability story is now part of the sell.
Told well, a sustainability story gives people a reason to book direct, pick your product off the shelf or recommend you to a friend. Told badly, or not at all, that reason is left on the table.
For me, sustainability should be part of your marketing thinking from the start, not a campaign you bolt on once a year.
What is greenwashing?
Greenwashing is making environmental claims that are vague, exaggerated, misleading or can’t be backed up. Greenwashing isn’t always deliberate. Most of the time it’s a busy business owner reaching for an easy phrase.
Common signs of greenwashing include:
- Vague words such as “eco-friendly”, “green” or “natural” with nothing behind them
- Claims bigger than the action, like calling the whole business sustainable because of one change
- Leaving out the less flattering part of the picture
- Imagery, such as leaves or wild landscapes, that suggests more than the business actually does
What does UK law say about sustainability claims?
In the UK, environmental claims must comply with consumer protection law. The Competition and Markets Authority (CMA) explains how in its Green Claims Code, published in September 2021.
The Green Claims Code sets out six principles. Environmental claims must:
- Be truthful and accurate
- Be clear and unambiguous
- Not omit or hide important relevant information
- Make only fair and meaningful comparisons
- Consider the full life cycle of the product or service
- Be substantiated
The stakes have also changed. Since 6 April 2025, under the Digital Markets, Competition and Consumers Act 2024, the CMA can fine businesses directly up to 10% of their global turnover for breaching consumer protection law, including misleading green claims. Before then, it had to take cases through the courts.
Honest sustainability marketing protects your reputation and your business.
How do I check a sustainability claim before I publish it?
Check every sustainability claim against five questions before it goes on your website, menu, social media or trade pack. If the answer to any of them is no, rework the claim.
- Is it true? Could you explain it to a sceptical customer face to face?
- Is it specific? Name the action, the product or the number.
- Can you back it up? Keep the evidence, whether that’s a supplier invoice, a certificate or your own records.
- Is it in proportion? Make sure a claim about one product doesn’t read as a claim about the whole business.
- Does it matter to your customer? Lead with what makes a difference to them, whether that’s local food, less waste or a better experience.
How can I make an honest sustainability claim more compelling?
Make a sustainability claim compelling by making it specific. Specific claims are more believable, more memorable and easier for customers to check.
Compare these two descriptions of a B&B:
- Vague: “We’re an eco-friendly B&B.”
- Specific: “Our breakfast eggs come from a croft five miles down the road, and you can walk to the trailhead from our front door.”
The specific version tells a story, gives the guest something to look forward to and is far more likely to turn a browser into a booking.
Start with what you already do. Most businesses have more genuine sustainability stories than they realise. Then decide where each one belongs: your website, your welcome email, your menu, your trade pack. Little and often beats one big announcement.
Who can help with sustainable marketing in the Highlands?
Strath Communications helps Highland businesses communicate what they’re doing for their people, their community and the planet, honestly and in a way customers believe.
I’m Jennifer Macdonald-Nethercott, a Chartered Marketer based in Grantown-on-Spey in the Cairngorms, with over 25 years’ experience across tourism, hospitality and food and drink. I’ve completed CIM’s The Sustainable Marketer, signed the Sustainable Marketing Manifesto and I’m a Highland Tourism Ambassador.
There are two ways I can help:
- Marketing Troubleshooting Power Hour: a one-to-one session on your sustainability claims, followed by a marketing action plan, so you know what to do and when.
- Outsourced Marketing Manager: ongoing monthly support, so your sustainability story is built into your website, emails and social content without you having to find the time.
The easiest way to begin is by booking a free discovery call.
Frequently asked questions
What is the Green Claims Code?
The Green Claims Code is guidance published by the Competition and Markets Authority in September 2021. It helps businesses make environmental claims that comply with UK consumer protection law, and sets out six principles, including that claims must be truthful, clear and substantiated.
Can a business be fined for greenwashing in the UK?
Yes. Since 6 April 2025, the Competition and Markets Authority can fine businesses directly up to 10% of their global turnover for breaching consumer protection law, which includes misleading environmental claims. Before then, the CMA had to take cases through the courts.
Do I need a certification to make a sustainability claim?
What matters is that a sustainability claim is true, clear and backed by evidence. A recognised certification can be strong evidence, but so can supplier invoices, your own records and measurable changes you’ve made. Keep that evidence somewhere you can find it.
Should a small business talk about sustainability at all?
Yes, as long as the claims are honest. Staying silent means customers never hear a genuine reason to choose you. Start small and specific: one true claim about what you already do is worth more than a broad promise you can’t prove.
Do I need a long-term contract to get help with sustainable marketing?
No. Many Strath Communications clients begin with a one-off Marketing Troubleshooting Power Hour or a project, then decide whether ongoing support as an Outsourced Marketing Manager suits them. The first step is a free discovery call.
So, where are you on your sustainability journey? I’d love to hear what you’re proud of.
Saving the planet, one business at a time.
