How can businesses ensure that their efforts towards sustainability are not perceived as mere greenwashing by customers, and instead are seen as genuine and impactful actions towards responsible practices?

Businesses can ensure that their sustainability efforts are not perceived as greenwashing by being transparent and honest about their actions. They should provide clear and measurable goals, as well as regular updates on their progress. Engaging with stakeholders and seeking feedback can also help demonstrate the authenticity of their efforts. Finally, businesses should align their sustainability initiatives with their core values and mission, showing that they are committed to making a real impact rather than just seeking positive PR.