Sustainability marketing is full of buzzwords—but not all of them resonate with your audience.

In fact, some can hurt your brand if they sound vague or overused.

Here's a guide to the terms customers actually respond to—and the ones that might trigger eye rolls.

What to Say

1. Verified Impact‍

Clear, credible, and trustworthy. Customers want to know their contribution is real. Tools like Ecodrive offer third-party verification to back it up.

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2. Regenerative‍

This is a step beyond “sustainable.” It means your actions don’t just reduce harm—they restore ecosystems or communities.

Particularly powerful in food, agriculture, and reforestation.

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3. Plastic Removed (or Recovered)‍

A specific and measurable phrase that feels actionable. It also taps into the very visible ocean plastic crisis, which many customers care about.

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4. Tree Planted in [Location]‍

Localization helps. “Tree planted in Oregon” feels more real than “carbon offset.” It invites geographic connection and transparency.

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5. Reuse / Circular‍

More accessible than “circular economy,” this language communicates the idea of extending product life without sounding overly technical.

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6. Net Zero (with proof)‍

Net zero is popular, but only when paired with a plan or progress tracker. Customers are increasingly skeptical of unsubstantiated carbon claims.

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7. Climate Positive‍

This positions your brand as going further than neutral. Useful if your products contribute more benefit than harm.

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What to Avoid

1. Eco-Friendly‍

Overused and under-explained. Without proof, it feels hollow.

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2. Green‍

Too broad. It could mean anything—or nothing.

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3. Carbon Neutral (without context)‍

Once powerful, now often questioned. Always include how and when neutrality is achieved.

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4. Sustainable (alone)‍

Needs backup. Sustainable how? In what way? Give details.

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5. Ethical‍

Strong in fashion and sourcing, but vague without context. Consider showing specific certifications or supply chain transparency.

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In short: Customers want clarity. Use language that’s specific, localized, and backed by evidence. The words you choose help shape your credibility.

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