Today's customers and consumers have high expectations that companies act sustainably and contribute to a better society. In today's information society, if companies don't live up to this expectation, it will quickly become apparent. Companies therefore have nothing to gain from 'greenwashing', i.e. whitewashing their sustainability efforts. Small sustainability improvements are important, but they should not be used to hide or avoid bigger challenges. Transparency is very important for credible and long-term sustainability work.