Greenwashing often occurs within companies which a genuinely trying to 'do the right thing' and improve the sustainability of their business. This problem starts with the ambiguous definitions of sustainability terminology, as there are no clear guidelines, resulting in exaggeration or misunderstanding, which leads to misleading customers and investors.
The solution lies in standardisation: of terminology, of measurements, and of how sustainability claims are communicated to skateholders.
Some of the ways companies can avoid greenwashing are by referring to existing reputable ESG standards, conducting LCAs on their products and disclosing social and environmental performance alongside financial (even if this is not required in their jurisdiction).
The solution lies in standardisation: of terminology, of measurements, and of how sustainability claims are communicated to skateholders.
Some of the ways companies can avoid greenwashing are by referring to existing reputable ESG standards, conducting LCAs on their products and disclosing social and environmental performance alongside financial (even if this is not required in their jurisdiction).