Sustainability has moved to the forefront of corporate strategy, with investors, boards, and consumers expecting businesses to demonstrate environmental and social accountability. This is a positive development for Ghana’s future, but it also carries the risk of greenwashing.
Greenwashing involves misrepresenting or overstating environmental actions, which can harm companies and communities by eroding trust and hindering genuine progress.
The problem isn’t just about semantics; when sustainability becomes a mere slogan instead of an integrated system, stakeholders lose confidence, regulators are forced to impose stricter rules, and public discourse shifts from addressing problems to policing deception. Therefore, tackling greenwashing requires addressing both what is said publicly and how sustainability is governed internally.
Sustainability has moved to the forefront of corporate strategy, with investors, boards, and consumers expecting businesses to demonstrate environmental and social accountability. This is a positive development for Ghana’s future, but it also carries the risk of greenwashing.
Greenwashing involves misrepresenting or overstating environmental actions, which can harm companies and communities by eroding trust and hindering genuine progress. The problem isn’t just about semantics; when sustainability becomes a mere slogan instead of an integrated system, stakeholders lose confidence, regulators are forced to impose stricter rules, and public discourse shifts from addressing problems to policing deception. Therefore, tackling greenwashing requires addressing both what is said publicly and how sustainability is governed internally.
What does credible sustainability communications look like?
To ensure that sustainability communications are credible, they should be built on four essential pillars: measurement, verification, transparency, and honesty.
Firstly, measurement demands clear, time-bound indicators rather than vague claims. Businesses must establish baseline metrics, set realistic targets, and regularly publish their progress. Without numbers, “green” is simply an opinion.
Also, verification requires independent checks, such as third-party audits or certification schemes, to transform assertions into accountable statements. This external reference point helps to build trust and prevent misleading claims from taking root.
Thirdly, transparency means telling the entire story, including what has been achieved, what is still a work in progress, and where trade-offs were necessary. Being honest about limitations is not a weakness; rather, it provides a foundation for constructive conversations with policymakers, investors, and customers.
Finally, honesty is a cultural discipline that positions an organization as credible in the minds of its customers. Since sustainability is a difficult and often costly undertaking, companies should embrace a stance of continuous improvement instead of promoting narratives of instant transformation.
What then is the way forward?
A holistic approach is necessary for Ghana’s public and private sectors to respond effectively, balancing both incentives and accountability. Companies must start by integrating sustainability into their governance, with boards taking ownership of ESG strategy and finance teams measuring and disclosing data.
In this context, communications should follow the data, not precede it. Additionally, the media and civil society must enhance their scrutiny and reporting skills. Journalists need accessible data to interrogate claims, while civil society can serve as a watchdog, highlighting false claims and championing genuine practices.
Furthermore, regulators and exchanges should establish and enforce clear minimum disclosure standards. While voluntary pledges are useful, they are not a substitute for mandatory rules that all must adhere to. Investors also have a critical role to play by using their influence to reward credible reporting and penalize persistent misrepresentation.
Finally, consumers can demand proof, as their purchasing decisions create market signals that favor authentic progress.
Ultimately, authentic sustainability communication can mobilize capital, guide public policy, and inspire behavioral change, ensuring that Ghana’s sustainability story is not only compelling but also credible.
By Emmanuel Oti Acheampong – Sustainability Communications Practitioner
