Sustainability is talked about more than ever — but what happens when EU regulation aimed at curbing greenwashing starts to bite? Our report shows how Finland’s most responsible brands perform when their communications are assessed in light of upcoming regulation.
What is the report about?
In 2026, companies will be required to start applying the EU’s Green Transition Consumer Protection Directive (EU 2024/825), which establishes clearer rules and boundaries for sustainability communications across the European Union. The aim of the directive is to provide consumers with more transparent and understandable information about the sustainability of companies and products — while preventing greenwashing.
In this report, we examined how the 20 brands rated as the most responsible in the Sustainable Brand Index 2025 Finland communicate about sustainability. The material consisted of the brands’ Instagram and LinkedIn content, website homepages, and topical and news content published between January and June 2025.
Our goal was to answer two questions:
- How prepared are Finnish brands perceived as responsible for the entry into force of the directive?
- What are the strengths and weaknesses of brands’ sustainability communications?
Why was the report conducted?
Regulation aimed at curbing sustainability communications has progressed significantly in the EU, and many companies have already begun updating their communications — but few are fully ready. Keeping pace with regulation is challenging for anyone. With this report, we want to guide and encourage companies to take action.
The most important finding is clear: none of the brands’ communications were fully compliant with the regulation.
However, we also found many encouraging examples of how sustainability can be communicated in an engaging, clear, and fact-based way. Ultimately, the spirit of the directive aligns with good communication practices: the more transparent and concrete the communication, the more credible it is.
At Kaskas, we see this as an opportunity rather than a threat. Now is the right moment for companies to update their sustainability communications to be clearer, more credible, and more trustworthy — to the benefit of both consumers and businesses themselves.
Explore the report
Green or Greenwashed? How Finland’s Most Responsible Brands Communicate provides an overview of what sustainability communication in Finland looks like right now, what the directive’s requirements mean in practice, and how brands can prepare for what’s ahead.
Read Kaskas’ privacy policy and download the report by completing the form. You will receive the download link by email.