When there is a flood of claims from technology suppliers and service providers, such as ‘net zero,’ ‘planet‑positive,’ and ‘100% renewable,’ how do you separate real progress from polished spin?

Regulators have repeatedly shown how widespread the problem is. In a 2021 EU screening of websites, authorities had reason to believe the statements were exaggerated, false, or deceptive in 42% of them and companies failed to provide easily assessable evidence in over half of them.

Meanwhile, even as the ambitious Green Claims Directive has stalled, new rules already ban vague environmental terms and offset‑based ‘climate neutral’ marketing unless proven and verified.

Forrester predicts that 2026 will be a watershed moment for environmental sustainability, marking a clear divide between performative sustainability and authentic, integrated climate action. Use the playbook below to pressure‑test supplier marketing and avoid becoming complicit in greenwashing.

Spot red flags in sustainability marketing

Looking for red flags in marketing is an absolute first step and a de facto exercise every IT leader must do with their suppliers and partners. Review the sustainability reports of your big tech partners and look for:

• Broad, unsubstantiated language. Claims such as ‘eco‑friendly,’ ‘green,’ or ‘climate neutral’ without clear methods, scope, and evidence are classic warning signs and increasingly under scrutiny by regulatory bodies.
• Vague metrics. If a provider cites vague metrics...

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