When you sit in a pitch meeting or scroll through a product page today, it is almost impossible to avoid the language of sustainability. Decks glow in soft greens, fonts feel recycled, and the word “sustainable” appears in every second sentence. The founder sounds passionate, the story is polished, and the margins on the projection slide look promising. It is very tempting to take all of this at face value. At the same time, a quiet voice in your head is already asking what is real and what is just carefully crafted positioning. That tension is healthy. Markets are full of brands that talk about sustainability, while only a fraction have truly redesigned their operations around it. If you are a founder, investor, or even a thoughtful customer, learning how to tell the difference is now part of basic literacy.
The first mental shift is to stop thinking of sustainability as a label and start seeing it as a system. A brand is not sustainable simply because it prints a leaf on its packaging or launches an “eco” capsule collection. The test lies in how the entire system runs. That includes where materials are sourced, how workers are treated, what the packaging is made of, how products are shipped, and what happens to them when the customer is done. When you look at a brand through this lens, you are searching for alignment between the story and the operations. The alignment does not have to be perfect. No early stage brand will tick every box. It does, however, need to be specific enough to check, and consistent enough that it does not collapse as soon as someone pulls on the thread.
Most brands that position themselves as sustainable start with a compelling story. Perhaps it is about supporting smallholder farmers, cleaning up oceans, or a parent who could not find toxin free products for their child. These origin stories matter. They reveal intent and values. But intent is only the starting layer. The moment you hear a good story, the next step is to ask what has actually changed in the business because of it. A founder who is genuinely rebuilding a system will be able to talk about what has shifted in the last twelve to twenty four months. They will describe specific suppliers they moved away from, materials they phased out, or policies they imposed that made life more complicated in the short term.
Authentic sustainability stories usually contain tradeoffs, delays, and small failures. A founder might say that they reduced virgin plastic by forty percent in their core line, but still have not solved secondary packaging. They will admit that certain choices hurt margins, or slowed down product launches. Greenwashing stories tend to be smooth and heroic. The founder is always the savior, everything sounds easy, and the narrative has no rough edges. If a brand keeps pointing you to a single eco collection while the core range remains unchanged, or hides behind a generic “we care about the planet” message without naming specific standards or factories, you are likely looking at marketing rather than deep operational change.
One of the hardest tests you can apply is to follow the money. Real sustainability has a financial footprint. Better materials, fair wages, safer factories, slower logistics, and take back schemes all have a cost. The question is where that cost is showing up. When a brand claims to use significantly higher quality sustainable inputs at a price point that feels strangely cheap, and when it is always on heavy discount, you should be curious. That does not automatically mean the claims are false. It does mean you should understand whether the company is accepting a lower margin, cross subsidizing from a different product line, or quietly cutting costs somewhere else that the customer cannot see.
The reverse is also common. Some founders hide behind a “sustainable premium” and assume that a higher price by itself proves impact. It does not. A high price only proves that enough people are willing to pay, or that the company is testing the limit of perception. Sustainable pricing should make sense when you set it next to clearly articulated investments. You should be able to explain, in very simple language, how pay for workers, compliance with certain standards, or use of specific materials add to your cost base. If you stripped every green word from your pitch deck, your pricing model should still stand on its own logic. If the numbers only make sense when you wrap them in sustainability buzzwords, something is off.
Beyond the story and the economics, the third lens is evidence. Words are cheap. Data is harder to fake in a consistent way. This does not mean you have to become a full time ESG analyst, but you should be comfortable asking for proof that could live in a spreadsheet, not just in a campaign. Brands with genuine sustainability ambitions are beginning to publish measurable goals and track progress against them. You might see metrics on recycled content, water usage, carbon footprint, energy mix, or worker safety. Some share supplier lists, lifecycle assessments, or summaries of independent audits. These documents are rarely perfect. In fact, they often reveal uncomfortable gaps. The presence of those gaps is a good sign. It shows the brand is willing to expose its own imperfection rather than hiding behind vague language.
Vague language is a useful red flag. When claims revolve around soft phrases such as “kind to the planet” or “eco friendly choice” with no numbers, no boundaries, and no clear definition of what is being measured, your skepticism should increase. As a founder, you do not need a hundred page sustainability report in the early years. You do need at least a one page snapshot of concrete numbers you are proud to show. It can be as simple as the percentage of volume now coming from certified suppliers, the proportion of packaging weight removed across your top products, or the share of shipments that have shifted from air freight to slower, lower carbon options. The point is not to impress with complexity. The point is to demonstrate directional movement that can be tested year over year.
There is another dimension that people often overlook. The true character of a brand becomes visible when things go wrong. A shipment arrives late. A raw material suddenly doubles in price. A supplier fails an audit. In these moments, you see whether sustainability is treated as a constraint that cannot be broken, or as a nice to have marketing edge that can be abandoned when it is inconvenient. If a brand quietly downgrades to a cheaper, more harmful supplier to protect a season’s margins and hopes nobody notices, that tells you one kind of story. If another brand communicates openly that a product will be delayed while they reject a non compliant batch, that tells you a very different story.
You can extend the same logic inside the company. Where does the sustainability function sit in the org chart. Is it buried under marketing, or is it connected to operations, procurement, and finance. Do performance reviews and bonuses include impact targets, or only revenue and growth. When difficult choices arise, whose voice carries weight in the room. These details do not appear in glossy campaigns, but they determine whether the brand can live up to its public narrative when pressure rises.
For founders who want practical tests, there are a few simple questions that you can ask about any brand, including your own. The first is, what has objectively changed in the last year that you can measure. Not what you hope to do, or what you have promised in a distant roadmap, but what is already different today. The answer could involve a new supplier policy, a stricter wage commitment, a redesigned packaging system, or a shift in shipping methods. If the only answers you can give are aspirational, then sustainability is still sitting in a slide rather than in your operations.
The second question is, where are you still falling short, and how visible is that gap to the outside world. Every honest sustainability journey has weak points. Maybe you still rely heavily on air freight for certain markets. Maybe some components must still be made with virgin materials because alternatives are not reliable at scale. Maybe you have not yet built take back or repair options. A founder who can name these with clarity and without defensiveness is signaling a focus on long term trust rather than short term image. A founder who insists there are no tradeoffs is usually selling a fantasy.
The third question is a little more uncomfortable. Imagine a tough regulator or investigative journalist arrives at your office tomorrow and asks you to prove your claims. What is the first document you send. A supply contract with specific clauses. A breakdown of your bill of materials. An independent audit report. A clear target with a progress tracker. Whatever you choose will reveal what is genuinely real in your sustainability story. If you cannot think of a single piece of evidence that would hold up under scrutiny, your priority is not better storytelling. Your priority is to build reality that does not crumble under light.
Behind all these questions lies a simple truth. No brand is perfectly sustainable. Every product consumes resources and creates waste somewhere along the way. The brands that earn trust are not those that pretend otherwise. They are the ones that treat sustainability as a design constraint, accept tradeoffs, and keep adjusting the system in public. If you want to know whether a brand is sustainable, stop staring only at the front of the label. Look at the flow of decisions that led to that label. Listen for specific, slightly messy stories instead of polished slogans. Follow the money through the cost structure. Ask for data that could live in a spreadsheet. Pay attention to what happens when plans fall apart.
For founders, this is not the easiest path. It is slower, more expensive, and less glamorous than shooting a campaign with reusable bags and optimistic taglines. But it is also where your real advantage lives. In a market where many people assume brands are exaggerating their sustainable impact, the one company that can calmly “show its workings” stands out. Over time, that discipline becomes a moat. Sustainability shifts from a marketing theme that comes and goes with trends into a quiet operational habit that keeps both your impact and your business alive.
WhatsApp
Instagram
Threads
