Author: Akram Atallah, CEO of Identity Digital

Today, nearly half (45%) of Australian consumers consider environmental factors when making purchasing decisions. Recognising that sustainability plays a key role for many buyers, companies are increasingly leveraging their environmental initiatives as a strategic marketing tool.

Sustainability can be a powerful sales and branding strategy. However, today’s consumers are increasingly discerning and alert to the dangers of greenwashing. Any business marketing itself as sustainable must be prepared to substantiate those claims with genuine, measurable action.

Driving Meaningful Change

The landmark case against Energy Australia—culminating in a public apology to 400,000 customers for greenwashing—demonstrates the growing demand for accountability in corporate sustainability. It’s no longer sufficient to operate sustainably; companies must also communicate their efforts clearly, honestly, and transparently.

Whether through embedding sustainable principles, improving supply chain practices, or transitioning to renewable energy, there are numerous avenues for businesses to enhance their environmental performance. With growing consumer awareness and a wealth of available frameworks and standards, companies have both the guidance and the responsibility to act.

Sustainability is now a priority for more than half of Australians, and many brands are integrating it into their marketing strategies—sometimes stretching the truth in the process. Globally, 52% of consumers report encountering misleading or false claims about a company’s environmental practices. This has led to increased consumer scrutiny and heightened expectations for authenticity and transparency.

Naturally, this also breeds scepticism.

That’s why it’s important for brands with genuine sustainability commitments to communicate effectively. Failure to do so risks severe reputational damage—often irreversible.

Connecting with Eco-Conscious Consumers

To engage environmentally aware consumers, businesses must signal their sustainability values from the very first interaction. With a web address often serving as the first touchpoint, it presents a prime opportunity to reflect those values. This is where adopting a green domain name, such as .eco, .green, .solar or .energy, can be particularly impactful.

A domain name forms the foundation of a company’s digital identity. Opting for a green domain that aligns with the sustainability standards of its TLD signals that environmental responsibility is a core value—not a marketing afterthought. It serves as a clear, credible reflection of a brand’s commitment to sustainability.

With so many brands making sustainability claims, it can be difficult to stand out. A green domain helps cut through the noise—providing a clear, recognisable signal of a brand’s commitment. Crucially, this must be underpinned by real, measurable action.

Building Trust Through Transparency

Transparency is essential when it comes to combating cases of greenwashing and connecting with everyday consumers. Vague, jargon-heavy reports that obscure real progress only deepen consumer mistrust.

When you consider that over 70% of Australians are unlikely to trust claims from large or international organisations that claim they are sustainable, it’s clear that consumers are becoming more alert and skeptical of empty green rhetoric, demanding tangible actions to be coherently communicated.

Creating a central hub where all of a company’s efforts are seamlessly communicated to consumers makes information more accessible and fosters trust in a more consumer-friendly way. This could be a dedicated section on your company’s main website or even a standalone platform, but both would help improve a company’s sustainable messaging.

Positioning for a Greener Future

Sustainable development is a defining global priority—and businesses have a critical role to play in advancing it.

For sustainability-driven organisations, aligning digital identity with environmental values is essential. Whether it’s adopting a green domain like .green or .energy to signal authenticity or creating a dedicated space to showcase sustainability efforts, clarity and credibility are key.

In today’s marketplace, that can be the difference between growth and stagnation.

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