Will Richardson shows how to replace vague sustainability claims with specific ones. Instead of "carbon neutral shoes," say "18% lower manufacturing emissions through recycled knit uppers." Separate offsets from emissions: don't claim the flight is carbon neutral, say you invest in forestry projects to compensate for it.
Take a claim like, our running shoes are 100% carbon neutral. Swap it for something you can actually stand behind. We reduced shoe manufacturing emissions by 18% in 2025 using recycled knit uppers. Or, buy a ticket and enjoy a carbon-neutral flight via our carbon credits. Replace it with, we invest in certified forestry projects to compensate for flight emissions. Which separates the offset from the emissions themselves rather than pretending they cancel out.
