Beyond Greenwashing: Communicating Sustainability in the Age of Regulatory Verification

The growing relevance of sustainability is prompting companies to integrate environmental and social dimensions into their communication strategies. However, the proliferation of environmental claims unsupported by objective evidence increases the risk of deceptive practices, leading the EU to introduce a new regulatory framework aimed at countering greenwashing. Directive (EU) 2024/825 represents a turning point, mandating transparency, traceability, and verifiability for all environmental statements directed at consumers. This short paper analyzes the implications of the directive for sustainable marketing, with the goal of understanding how companies can construct responsible narratives aligned with the new standards. It offers a theoretical-applied analysis integrating tools such as Life Cycle Assessment (LCA), ESG reporting, and ISO standards, highlighting the transition from emotional communication to one grounded in measurable data. Through two case studies of Italian companies operating in different sectors, emerging practices in claim management, the development of internal guidelines, and oversight of digital channels are explored. Findings suggest that regulatory compliance, if effectively managed, can evolve into a strategic opportunity. Sustainable marketing now plays a pivotal role in building trust, protecting corporate reputation, and strengthening competitive positioning.