Unilever Urges Industry to Unite on Carbon Claims With Shared Framework

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Unilever’s CMO is calling for a global standard to govern carbon-related brand messaging — aiming to curb greenwashing and build consumer trust.

Unilever is pushing for clarity in climate communication. In a keynote at the Global Sustainability Marketing Forum, the company’s Chief Marketing Officer called on regulators, agencies, and brands to co-develop a shared industry framework for carbon-related claims.

The move comes amid growing scrutiny of environmental messaging. With terms like “carbon neutral” and “net zero” facing backlash for vagueness or inaccuracy, Unilever is advocating for a science-based, verifiable, and globally consistent approach to carbon disclosures in marketing.

The CMO emphasized that without a common language, brands risk eroding consumer trust and undermining legitimate climate action. “We need to move from marketing spin to measurable impact,” they said, urging the industry to align on definitions, thresholds, and verification protocols.

Unilever has already begun implementing internal guardrails. Its Climate Transition Action Plan (CTAP) approved by the Science Based Targets initiative — sets near-term emissions goals and outlines how the company evaluates its own carbon messaging across products and campaigns.

The company is also participating in pilot programs like the Voluntary Carbon Markets Initiative (VCMI), which categorizes brand claims into Gold, Silver, or Bronze tiers based on rigor and transparency.

This call to action reflects a broader shift: from performative sustainability to accountable, auditable climate communication. As regulators tighten oversight and consumers demand proof, Unilever is betting that transparency will be the new brand equity.