Navigating the thin line between environmental impact and greenwashing

From biodegradable packaging to eco-friendly cleaning products to carbon-neutral delivery services, it's easy to feel some hope about the future of our environment when walking through a grocery store.

But how many of these claims are true, and how many are just clever marketing and PR tactics or greenwashing?

As both a proudly certified B Corporation and 1% for the Planet member, the team at 50th Parallel PR has taken a closer look at our environmental impact over the past few years.

Our commitment to the environment shows up not just in our partnerships and deliverables, but also in the everyday choices of our team. We prioritize working with providers who meet third-party social and environmental standards, like certified B Corps. We've also put policies in place to decrease our carbon footprint during business travel and provide employees with 24 paid hours each year for community service, encouraging environmentally friendly volunteerism like planting trees and cleaning beaches or parks.

As a member of 1% for the Planet, we are committed to giving 1% of our annual gross sales to environmental nonprofits. Through this membership, we're directly funding organizations here at home and around the world tackling climate change, restoring ecosystems, protecting wildlife and building a more sustainable future for all.

Taking these real, measurable steps matters, especially when combating greenwashing, defined by the United Nations as the act of "misleading the public to believe that a company or other entity is doing more to protect the environment than it is."

Greenwashing can look like:

In June 2024, Canada introduced changes to the Competition Act through Bill C-59, effectively making greenwashing illegal.

Companies can still make environmental claims, but they must now be backed up by a study or recognized certification. Individuals, environmental groups and even other businesses can now file a complaint with the Competition Tribunal if they suspect greenwashing. Businesses that break the rules risk reputational damage, lost contracts and fines starting at $10 million.

Since these provisions were introduced, some companies have scaled back their environmental claims, which is proof, according to advocacy groups like Ecojustice, that this legislation is already working.

For example, in April 2025, RBC released their latest sustainability report, which announced it had "retired its commitment" to facilitate $500 billion in sustainable finance by this year. In May 2025, Canada Pension Plan Investments dropped its "net-zero by 2050 target", citing the "recent legal developments in Canada that have introduced new considerations around how net-zero commitments are interpreted."

In a blog posted to their website in May 2025, Ecojustice said:

So how can we help you navigate these regulations, avoid greenwashing and create purposeful campaigns?

At 50th Parallel PR, we walk the walk, with an approach grounded in care, context and community. We work with clients who share our vision of building a more sustainable world and are proud to amplify their mission and voice.

By working together, we can ensure your messaging is transparent and informative, giving your clients confidence in the sustainability of your work. Our team can help develop guidelines and values, create communications that avoid greenwashing and build strategies to promote your impact.

Whether you're looking to begin your sustainability journey, sharpen your messaging or amplify your work, our team is here to support you.

To schedule a free introductory meeting to discuss how we can support you and your organization, fill out our contact form: