Marketing a regenerative ag business is more than a little challenging. You’ve got a powerful story to tell, one rooted in healing the earth, supporting local economies, and prioritizing the long-term health of ecosystems. But telling that story comes with responsibility.
If you’re not careful, you risk falling into the trap of greenwashing: overselling your sustainability efforts or misrepresenting what regeneration truly means. And here’s the thing, your customers can spot that a mile away.
The good news? Authenticity will always win, even if you’ve had some missteps in the past. How do you tell your story authentically, warts and all?
Let’s dig into how you can do that with integrity while avoiding the common pitfalls of greenwashing.
What Is Greenwashing and Why Should You Care?
Greenwashing happens when businesses exaggerate or misrepresent their environmental claims. Here’s Merriam-Webster’s definition:
Greenwashing: The act or practice of making a product, policy, activity, etc. appear to be more environmentally friendly or less environmentally damaging than it really is.
It’s not always intentional, though. Sometimes it’s a byproduct of trying to market good intentions before they’re fully realized. But whether deliberate or not, greenwashing damages trust and trust is the bedrock of regenerative marketing.
Your customers aren’t just looking for pretty pictures of wildflowers or slogans about saving the planet. They want to know what you’re really doing, where you’re still falling short, and how you’re working to improve.
Is Greenwashing a Real Problem? A Look at the Numbers
Greenwashing stats are hard to nail down because the topic’s pretty vast and covers nearly every industry (and every nation) on the planet. According to ESG Dive, RepRisk, and edie:
- Greenwashing cases globally decreased in 2024 by 12% but increased in severity by 30%.
- Greenwashing cases in the US increased by 6% overall, but some sectors saw a decrease (banking and financial services, for instance).
- The industries most likely to greenwash their efforts? Oil and gas and food and beverage.
- And almost 30% of the companies guilty of greenwashing in 2023 were repeat offenders in 2024.
So, is greenwashing a problem? Yes, particularly in the US. How do you avoid it? Follow these dos and don’ts in your marketing.
The Dos of Authentic Regenerative Marketing
1. Be Transparent About Your Practices
Don’t shy away from the messy truth. Maybe you’re still transitioning a portion of your farm to regenerative methods, or your supply chain isn’t as clean as you’d like it to be. That’s okay. Share your progress and be honest about the challenges you face. Customers value your honesty more than a polished story that doesn’t hold up under scrutiny. Tell them where you are, where you’re going, and how you’re getting there.
2. Back Your Claims with Evidence
If you’re claiming to sequester carbon or restore biodiversity, show the data. Maybe it’s a soil health report, a third-party certification, or just a clear explanation of your practices and what they mean ecologically. Whatever it is, be prepared to back up your claims with specifics. And if you are called on it, take it as a good sign. Your customers are invested and interested enough to want to know more. Let them hold you accountable.
3. Focus on Education, Not Ego
Your story is a tool for connection, not self-congratulation. Use your platform to teach your audience about regenerative practices—why they matter, how they work, and what they mean for the future. When your marketing becomes a vehicle for education, it invites people into a larger movement, not just your brand.
4. Embrace Humility
No one has it all figured out, and that’s true for regenerative businesses, too. Admit where you’re learning, where you’re struggling, and where you still need to grow. A little humility goes a long way in building credibility and trust.
The Don’ts of Regenerative Marketing
1. Don’t Overpromise
It’s tempting to pretend your work is a silver bullet for the planet’s troubles, but regeneration is a long-term process, not a quick fix. Be careful not to claim more than you’ve achieved, even if you’re headed in the right direction.
2. Don’t Use Buzzwords Without Substance
Words like “sustainable,” “green,” or “eco-friendly” have lost much of their meaning because they’re often used without context or applied where they shouldn’t be (like calling a product eco-friendly when it’s not even close). If you’re using these terms, explain how your business embodies them. Empty buzzwords do more harm than good, and the last thing the regenerative movement needs is more dilution of impact.
3. Don’t Ignore the Bigger Picture
Regenerative businesses don’t exist in a vacuum. Your work is connected to local communities, ecosystems, and economies. Ignoring these connections, or failing to acknowledge the trade-offs involved in your choices, makes your marketing feel forced or fake.
4. Don’t Brush Over Imperfections
Your customers don’t expect perfection. They expect progress. If there are areas where your practices fall short, own up to them. It’s better to address imperfections head-on than to pretend they don’t exist.
Authenticity Matters More Than Ever
When you market your regenerative business authentically, you’re doing more than selling a product. You’re building a relationship. You’re saying, “Here’s who we are, what we’re working toward, and how you can be part of it.” That resonates more deeply and lasts longer than any slick campaign.
By avoiding the pitfalls of greenwashing and embracing honest storytelling, you’re also building trust. And in the regenerative world, that’s everything.
Tell your story with integrity, back it up with action, and invite your customers to join you on the journey.