The roundtable discussion organized by the Climate Policy Institute on October 8 explored the boundaries and dilemmas of sustainability communication: where authentic green marketing ends and greenwashing begins, and how environmentally conscious thinking can become a genuine value for both consumers and companies.

One of the central themes of the discussion was that while marketing for decades has been about creating desire and stimulating consumption, today the time has come for less to be more. Several panelists emphasized that the future is not about “green consumption” but about stepping out of the consumer role, in other words, reassessing what we truly need. The idea of sustainability becomes credible only when the focus shifts from consumption to lifestyle, values, and long-term thinking.

The audience raised numerous questions regarding the corporate perspective: how can a brand be both ethical and competitive, and how can one measure whether a company is truly operating in a “green” way? The responses repeatedly highlighted that ESG frameworks and measurable performance indicators are key to building credibility. Sustainability is not merely a compliance requirement but also a business opportunity, especially in attracting responsible, conscious consumers.

Several speakers pointed out that companies should move beyond the mindset of merely “meeting expectations” and start treating sustainability as a strategic advantage. Honest and transparent communication doesn’t weaken a brand, it strengthens it, especially when authenticity, not greenwashing, becomes the most valuable market currency.

The discussion also touched on the role of artificial intelligence (AI), which brings both new opportunities and changing consumer attitudes to marketing. As consumers’ search behavior evolves, marketing will take on new functions, and even biases in communication may appear in different ways.

Another topic addressed was the concept of the Digital Product Passport - a QR code-based system designed to make a product’s origin, production conditions, and environmental footprint transparent. This innovation, expected to emerge in the near future, could help consumers make informed decisions based on real data.

The shared message of the event was that sustainability communication is not a matter of style but of substance. The successful companies of the future will be those that prioritize real performance over “green labels”  and who can see people not merely as consumers, but as partners in driving change.