GREENWASHING: Vital guide to Communicate Impact Without Exaggeration

Recall that every brand suddenly claims to be “driving sustainability,” “empowering women,” or “going green.” But one uncomfortable truth is emerging, not all that glitters is gold, and not all that is branded “CSR” is truly responsible.

In this social media age, how companies communicate their CSR and sustainability stories has become just as important as what they actually do. This is where the danger of greenwashing comes in and many Nigerian professionals are still learning how to avoid it.

Greenwashing, simply put, is when a company exaggerates or misrepresents its CSR efforts to appear more sustainable or socially responsible than it really is. It could be unintentional like highlighting a one-off donation as a “transformational community impact” or deliberate, like hiding ongoing environmental pollution under the banner of “eco-friendly innovation.” Either way, it damages credibility, erodes trust, and can even attract regulatory and reputational backlash.

Let’s take a relatable Nigerian scenario. Imagine a major oil and gas firm runs a colourful campaign about its new “Clean Niger Delta” initiative, complete with TV ads and newspaper spreads showing executives planting trees. Meanwhile, the communities around its pipelines still complain about oil spills and contaminated water. Nigerians are not fooled. The optics may be impressive, but the reality doesn’t match. That gap between messaging and truth is the essence of greenwashing.

Or think of a beverage company that announces a “plastic buyback programme” with all the right hashtags such as #SustainabilityGoals, #EcoChampion yet, on the ground, there’s no structure to actually collect or recycle the plastics. For a few weeks, influencers post pictures, employees wear branded t-shirts, and everyone moves on. The public, however, is becoming wiser. Nigerians now ask tough questions: Where is the recycling centre located? Who are the beneficiaries? How many tonnes have been collected so far?

The truth is, Nigerians can spot fake CSR a mile away. They may not always use the term “greenwashing,” but they can tell when a brand’s story doesn’t add up. It is why CSR communication in Nigeria must evolve from PR-speak to proof-based storytelling. CSR is not about painting your brand as a saint. It’s about showing the world that you are genuinely trying to do better and have evidence to back it up.

So, how can professionals communicate CSR impact authentically while avoiding the greenwashing trap? Let’s break it down.

1. Start with Truth, Not Optics

Before you write the press release or commission a glossy video, ask yourself: Is what we’re claiming real? Nigerians have seen too many companies spend more on publicising their CSR projects than on the projects themselves. For example, if your company builds a borehole in a community, don’t say, “We provided clean water to thousands of Nigerians.” Be specific and truthful: “We constructed a solar-powered borehole that serves over 500 residents of Eket community, Akwa Ibom State.” Specificity builds credibility.

Guaranty Trust Bank (GTBank), for instance, has built a strong reputation for transparency in its CSR communication. Its “Autism Awareness” initiative is presented with facts, event outcomes, and measurable support, not just emotional storytelling. They don’t claim to “solve” autism; they show what they’re actually doing training parents, supporting experts, and hosting real events. That’s how a CSR story earns respect.

2. Show the Process, Not Just the Product

Too many CSR reports and adverts in Nigeria show after pictures, smiling children, ribbon-cutting ceremonies, and giant cheques. But real CSR storytelling should show the journey: the needs assessment, the challenges, the partnerships, the learnings. When people see the process, they trust the product.

Take Dangote Refinery’s community empowerment schemes in Ibeju-Lekki. What earns them credibility isn’t just the announcement of scholarships or training programmes, but the visibility of their implementation, photos of actual trainees, interviews with local beneficiaries, updates on programme outcomes. It’s the process transparency that silences critics.

3. Align CSR Messages with Core Business Practices

This is where many Nigerian brands miss it. You can’t preach sustainability on one hand and ignore your own operations on the other. For example, if a manufacturing company keeps dumping waste into local streams but runs a radio jingle about “saving the environment,” it’s not sustainability, it’s spin. CSR must align with corporate behaviour.

Nestlé Nigeria gets this right. Their “Creating Shared Value” (CSV) philosophy integrates sustainability into their supply chain, from supporting local farmers to improving nutrition. So when Nestlé talks about sustainability, it feels authentic because it’s embedded in how they operate daily, not just in how they communicate.

4. Let Data Do the Talking

Nigerian professionals love beautifully written CSR reports, but stakeholders especially investors and regulators prefer numbers. How many people benefited? How much carbon was reduced? How much local content was achieved? Data-driven communication helps brands avoid vague claims like “we’re making a difference” and instead show how much difference they’re actually making.

Access Bank’s sustainability reports are a great Nigerian example. They don’t just talk about inclusion they show detailed figures on the number of SMEs financed, the percentage of female entrepreneurs supported, and the volume of green projects funded. That’s CSR storytelling with substance.

5. Engage Stakeholders, Don’t Dictate to Them

CSR communication is not a monologue, it is a dialogue. Nigerian professionals must learn that communities, regulators, and even critics have a say in shaping a brand’s impact narrative. Before pushing out your next CSR press release, ask your beneficiaries for feedback. Did the intervention meet their needs? How do they perceive your company’s commitment?

For instance, when MTN Nigeria launched its MTN Foundation Scholarship Scheme, it didn’t just announce it once and move on. They consistently share testimonials, host award ceremonies, and feature real beneficiaries. That continuous feedback loop makes the CSR story both human and verifiable.

6. Avoid “CSR for the Cameras” Syndrome

In Nigeria, this is perhaps the most common trap. Some companies approach CSR as a photo-op with branded t-shirts, banners, and a few journalists. Once the event ends, so does the impact. But the public is watching. Nigerians on X (Twitter) and Facebook now quickly ask: Where are the results? What happened to the project after the cameras left?

A classic example came from a social media backlash against a company that gifted motorcycles to “empower youth” only for photos to surface weeks later showing the bikes being used for commercial transport, with no training or safety measures. The intent was good, but the communication overpromised what the intervention could sustainably achieve.

7. Own Up to Limitations and Lessons

Authenticity also means admitting when things didn’t go as planned. If your CSR project faced delays, community resistance, or funding constraints, say so. Nigerians respect honesty more than perfection. It humanizes your brand and builds long-term trust.

Chevron Nigeria once faced challenges in implementing some community projects in the Niger Delta due to local disputes. Instead of going silent, the company communicated openly about the issues, the steps being taken, and progress updates. That transparency helped maintain goodwill even in difficult times.

Greenwashing isn’t always intentional, sometimes, it’s caused by overzealous PR teams eager to please. Nigerian professionals must ensure that their marketing, sustainability, and corporate communications units are aligned on ethical standards.

Ultimately, before posting that CSR update on LinkedIn or releasing that radio jingle, ask: Does this claim match our verified data?

Greenwashing might win applause today, but it loses credibility tomorrow. In contrast, authentic CSR communication grounded in evidence, empathy, and honesty creates brands that Nigerians don’t just buy from, but believe in.

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