Rebuilding Trust in an Era of Greenwashing

As younger generations grow more wary of the authenticity of sustainability claims, what steps can you take to earn their confidence–and their business?

Consumer trust is at an historic low. Millennials, in particular, are increasingly skeptical of companies’ environmental claims and are actively seeking evidence to separate genuine sustainability efforts from marketing jargon. 

According to recent COGNITION Smart Data, nearly 70% of Millennials believe that companies engage in greenwashing “very often,” compared to 42% of Gen Z, 39% of Gen X, and 36% of Baby Boomers.

This widespread doubt is not without justification. Over the past decade, a growing number of high-profile greenwashing cases have made headlines. From Keurig’s “recyclable” K-cups that are not truly recyclable in most communities, to Volkswagen’s emissions scandal, to Evian’s potentially misleading carbon-neutral labeling, consumers have been inundated with examples of companies overstating or outright falsifying their environmental impact.

The legal consequences reflect this growing awareness. Greenwashing class action lawsuits jumped from just seven in 2019 to seventeen in 2020, with dozens more filed in subsequent years. To date, 18 states have seen such cases, with California at the forefront, having nearly half of the complaints filed within its jurisdiction.

In this environment of heightened skepticism, building professionals face both a challenge and an opportunity. To earn back trust—especially from Millennials—companies must go beyond superficial messaging. Transparency is the starting point, but meaningful engagement requires more.

Here’s 5 ways homebuilders and manufacturers can take practical, high-impact steps:

1. Go Beyond the Highlights—Own the Whole Story
   Millennials value honesty more than perfection. Show your progress and your process. This includes the messier aspects of your sustainability journey: where you’ve struggled, what you’ve learned, and how you’re adapting. For example, publishing annual sustainability reports—even if they show room for improvement—builds credibility over time.
2. Quantify Everything
   Back every claim with verifiable data. If you say your homes are energy-efficient, show the HERS scores. If your products reduce water use, quantify the savings over a 10-year span. Use lifecycle analysis (LCA) and environmental product declarations (EPDs) as proof points. Bonus: provide easy-to-understand visuals or dashboards to translate technical metrics into customer-facing clarity.
3. Make Verification Public
   Obtain credible third-party certifications and explain what they mean. Millennials are savvy enough to know the difference between a marketing badge and a legitimate seal. Programs like ENERGY STAR, LEED, GreenGuard, Declare, or Cradle to Cradle offer built-in credibility and accountability.
4. Create Two-Way Communication
   Don’t just broadcast your message—invite feedback. Encourage product reviews, host community Q&As about sustainability initiatives, and build opt-in transparency (like sharing traceability information on materials). Social media isn't just a broadcast tool—it's a trust-building platform when used for dialogue.
5. Show the Impact—Not Just the Intent
   Values-driven marketing is important, but outcomes matter more. Instead of only saying your mission is to fight climate change, show how your company reduced operational carbon by 30% last year—or how your product portfolio shifted from 10% to 40% recyclable content over three years.

Attempting to outmaneuver Millennials with vague or inflated sustainability claims is a losing strategy. This generation is informed, discerning, and quick to spot greenwashing. But they’re also willing to reward companies that do the work with their trust, loyalty, and dollars.

Lead with transparency. Commit to evidence. Embrace imperfection and constant improvement. That’s how you transform skepticism into sustainable brand loyalty.

About COGNITION Smart Data

COGNITION Smart Data, Green Builder Media’s pioneering suite of market intelligence and data services, uses cutting-edge cognitive learning technology to deliver the insights you need to align products, messaging, and innovation with what homebuyers actually want.

COGNITION is the only market insights platform specifically engineered for the building industry’s sustainability transformation. We track evolving consumer behaviors, emerging technologies, policy shifts, competitive benchmarks, and market demand signals so you can adjust faster, sell smarter, and grow revenue—confidently.

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