How to communicate your climate claims correctly

It's a good thing when business sustainability claims come under scrutiny. It's only right that organisations making environmental commitments face reasonable questions from customers, regulators, and the media.

We work with organisations that are genuinely committed to measuring, reducing, and offsetting their emissions. But the way businesses talk about climate action matters. We see where confusion arises, and where well-intentioned organisations get caught out by unclear claims.

Companies that roll back on making climate claims simply because of uncertainty are losing out. Getting it right is entirely possible — here's how.

Best practice for climate claims

1. Link claims to measurable action

Every climate claim should be supported by clear, verifiable proof, data or actions. Businesses should outline how they measure emissions, set reduction targets, use offsets or receive third-party certification or assurance. This helps demonstrate accountability.

For example, instead of: "We're reducing emissions." You could say: "Since 2021, we've reduced our emissions by 28% and have a target to halve them by 2030."

2. Use clear and accessible language

Avoid jargon. People need simple, direct language to understand your climate actions. This builds trust and ensures your message reaches a broader audience.

For example, instead of "Leveraging decarbonisation strategies," say, "We have reduced our energy use by 15% and are transitioning to 100% renewable electricity."

3. Show your progress over time

Climate action is a journey, not a one-off event. Businesses should demonstrate year-over-year improvements. Frameworks like Toitū's Climate Impact certification ensure continuous progress, not just compliance.

For example, "Over the past three years, we have reduced emissions by 12% through operational efficiencies, while offsetting our remaining footprint with verified carbon removals."

4. Be transparent about offsets

Offsets can be vital, but they should complement, not replace, direct emissions reductions. Communicate the quality and integrity of your offsets to show they align with your overall strategy.

For example, "While we work to cut emissions, we offset remaining emissions through certified reforestation projects that remove carbon from the atmosphere."

The future of climate communication

The bar for climate communications is rising and businesses that focus on transparency, measurable reductions, and science-based actions will lead the way. We’re committed to helping businesses make credible, science-backed claims.

The path forward is clear: by focusing on best practice climate action, businesses can confidently build trust, seize opportunities, and prove they’re serious about sustainability.

Climate claims support

If you’re a Toitū client and would like to discuss the role of climate claims in your strategy — reach out to your dedicated Programme Lead or our Customer Support Team at support@toitu.co.nz (mailto:support@toitu.co.nz), or call 0800 366 275 (option 2) at any time.