The product is presented as eco-friendly without taking into account other characteristics. For example, many paper cups in coffee machines are sold as recyclable while the reality is that they will rarely be recycled
Other typical mistake is not offering any solid argument of the origin of the products or proof that supports the credibility of the CSR actions, make sure you justify and prove your work by providing real examples of your practices
This means not being precise, concise or specific. In order to avoid being vague you need to express clearly what you are doing and how you are doing it or you will take the risk of seeming too opaque and generic.
Take care with those tags that seem certified by a third part and in reality, they are certified ‘ad hoc’ by the same company or by a company that belongs to the same group. This said specify and clarify that your products are certified by a real third part.
Talk about the real practices that are making real impact in the society
For example, it is irrelevant to mention that you offer vegan menus to your employees when the actions of your startup are deeply polluting
Balance your activities and make sure that they are having a real impact