In today’s crowded marketplace of eco-claims and sustainability buzzwords, third-party certifications are becoming the gold standard for earning consumer trust and avoiding greenwashing pitfalls.
Credibility, competitive edge and regulatory protection: these were the three consistent through lines in a recent discussion among industry leaders who shared why third-party certifications are not just useful – but increasingly non-negotiable. As sustainability claims proliferate, so too does consumer skepticism and regulatory scrutiny. Certifications offer a clear signal of trust, providing consumers and stakeholders alike with confidence that a brand’s environmental claims are backed by independent verification.
“From a brand perspective, it’s two things: consumer trust and greenwashing,” said Elizabeth Arredondo, sustainability manager at Henkel. “Third-party certification provides credibility in this ever-growing sea of green claims on the shelf. This noise frustrates consumers – they no longer trust the label ‘environmentally friendly.’ It’s about what you’re doing, why this matters and how you’re stacking up to competitors. Lawsuits are becoming more relevant. There’s a big risk with new regulation – it’s no longer enough to make the claims; we must be specific and show our work.”
Her insights were part of Behind the Label: Why Third-Party Certifications Matter in Sustainable Marketing, a recent Sustainable Brands webinar moderated by Tad Radzinski, partner at GreenCircle Certified, LLC. The panel brought together Arredondo; Deanna Cook, senior business development manager for Sustainable Selection and Climate Pledge Friendly at Amazon; and Teddy Mendonza, global sustainability officer at HanesBrands, Inc., to examine how brands are navigating the evolving landscape of sustainable marketing.
Mendonza emphasized that for HanesBrands, sustainability has long been embedded in its operations.
“For us, sustainability and sustainable practices aren’t new – we own manufacturing operations. Early on we learned that implementing sustainable practices resulted in good business results,” he shared. “About 10-12 years ago, there was an increased interest from consumers to learn more about the sustainability practices behind brands they trust. We thought it’s important to convey that to our consumers – it gives us a competitive advantage.”
However, as sustainability claims became more common, so did unsubstantiated ones.
“That meant there were many unsubstantiated claims, which led to more scrutiny from regulators. It’s important to level the playing field for everyone – it builds trust with stakeholders and employees,” Mendonza added.
For Amazon, third-party verification is key to helping customers make informed choices.
“As a customer, you can look for the label to identify products enrolled in the Climate Pledge Friendly program. It creates a uniform customer shopping experience – helping customers find products that have been verified by a third party and understand what the claim means,” explained Deanna Cook, senior business development manager, sustainable selection, Climate Pledge Friendly at Amazon.
The consumer’s growing demand for verified claims
Consumers now expect proof that sustainability claims are real, according to the panelists.
“Since 2021, the Amazon Ads team has conducted the Higher Impact Study to understand the values of consumers and how they impact shopping preferences,” said Cook. “In the 2025 Higher Impact Study, we found that the most trustworthy source of sustainability information was third-party certifications. This outranked sustainability experts, advocacy groups and even general search engines.”
Arredondo highlighted the generational shift in consumer expectations.
“It’s becoming something that needs to be the status quo. Millennials and Gen Z have more buying power – and this is something they expect from brands. If you can get your message out in a way they trust, they will buy,” she noted.
Internal challenges and ‘green hushing’
While the benefits of certification are clear, the panelists agreed that navigating internal alignment can be challenging.
“It’s about what claim you actually want to pursue – which one can get you more visibility on the shelf. There has to be a business case for it as well. What claims are we looking for that make sense and help drive sales?” Arredondo said.
Mendonza added that regulatory concerns often fuel internal debates.
“We’re always having an internal discussion – if we make these claims, are we going to get into any trouble or backlash with regulators? We need to discuss with the legal team what we can and cannot say,” he explained, referring to the phenomenon known as “green hushing,” where brands intentionally downplay or avoid talking about their sustainability efforts for fear of scrutiny.
Key takeaways
The panelists underscored that third-party certifications are no longer optional – they are a necessity for credibility, competitive advantage and regulatory compliance. Brands must navigate internal challenges, align on which claims to pursue and ensure their sustainability efforts are communicated transparently.
