Faced with the global challenge of ‘greenwashing’, the UN and consumers are mobilising for transparency and real action to tackle climate change.
The term ‘greenwashing’, a combination of ‘green’ and ‘whitewashing’, refers to the practice of companies and organisations giving a false impression of their environmental initiatives.
This is done through marketing and communications that suggest that their products, services or operations are more environmentally friendly or have less environmental impact than they actually do. The aim is to capitalise on growing environmental concerns without making significant or effective changes.
Greenwashing can take many forms, including vague claims without evidence, the use of sustainability labels that are not officially recognised, and the promotion of minor environmental efforts while more significant harmful practices remain unaddressed.
Examples include generic claims that products are ‘green’ without evidence, emissions offsets presented as definitive solutions, and sustainability labels based on unrecognised certification schemes.
The biggest problem is that greenwashing not only misleads consumers, but also has wider implications for the fight against climate change.
By diverting attention from real solutions and delaying the adoption of truly green practices, it creates significant barriers to environmental progress. In addition, greenwashing can undermine trust in environmentally responsible business practices, making it harder for consumers to identify and support companies that are genuinely committed to environmental responsibility.
The UN’s approach to greenwashing
The United Nations (UN) has stepped up its efforts to combat greenwashing, especially in the wake of commitments made under the 2015 Paris Agreement.
Moreover, with an increasing number of companies promising to reduce their greenhouse gas emissions, the UN has recognised the critical need to ensure the transparency and integrity of these claims, many of which are based on dubious offsetting schemes rather than actual emissions reductions.
Therefore, in response to the growth of greenwashing, the UN created a High Level Panel of Experts tasked with developing stronger and clearer standards for zero emissions pledges by companies, financial institutions, cities and regions, and accelerating their implementation.
In the Integrity Matters report, the HLPE outlined ten recommendations, detailing the considerations needed for each step towards achieving net zero greenhouse gas emissions. A checklist for companies to follow was also made available, underlining the importance of acting genuinely and responsibly. From this checklist, the 5 main points should be highlighted:
1. Announcement of the ‘net zero’ target (neutralisation of greenhouse gas emissions):
The UN stresses that the commitment to neutralise emissions must be made publicly by the management of companies and organisations and must include targets for 2025, 2030 and 2035. These targets must demonstrate that they will contribute to achieving a 50% reduction in global emissions by 2030 and maintaining a net zero level after 2050.
2. Create a transition plan
Setting a target is a crucial first step but developing a detailed and realistic transition plan is essential to ensure the feasibility and effectiveness of these commitments. The plan should be updated frequently, fleshing out commitments and highlighting uncertainties, assumptions and barriers.
3. Improving transparency and accountability
The UN stresses the need for greater transparency and accountability, requiring organisations to publish full details of their commitments, targets and plans so that the public can assess their progress and compare it with others.
4. Phasing out fossil fuels and expanding renewables
It is essential to stop the exploitation of new fossil fuel reserves and invest in renewable alternatives. Transition plans must include targets to increase the use of renewable energy and ensure a just transition for affected communities.
5. Use of voluntary carbon credits
Voluntary carbon credits are a way of offsetting emissions by paying another party to reduce its emissions. The UN argues that, with proper regulation, these credits can lead to verifiable reductions in global emissions and help decarbonise developing countries.
How to fight greenwashing?
Recognising greenwashing is an essential skill for consumers who want to make environmentally responsible choices. This is why we have listed some key points to help you identify and tackle greenwashing:
1. Check claims and certifications: One of the easiest ways to spot greenwashing is to check the environmental claims made about products and services. Companies often use vague terms such as ‘natural’, ‘green’ or ‘eco-friendly’ without providing concrete evidence. It is important to look for products with recognised and transparent environmental certifications issued by credible organisations.
2. Assess real commitments: Companies that are truly committed to environmental responsibility go beyond marketing claims. They invest in environmentally responsible practices throughout the value chain, from raw material sourcing to manufacturing and distribution. Assessing a company’s true commitment to the environment requires an analysis of its sustainability reporting, environmental policies and concrete initiatives to reduce environmental impacts.
3. Beware of ambiguous claims: Greenwashing often takes the form of ambiguous and unverifiable claims. Phrases such as ‘eco-friendly packaging’ or ‘green product’ can be misleading if they are not accompanied by specific and verifiable information. It is important to question and ask for details of what exactly makes a product or service environmentally friendly.
4. Research before you buy: An informed consumer is greenwashing’s worst enemy. Independently researching companies’ environmental practices, comparing products and services against sustainability criteria, and sharing information with other consumers are effective ways to promote a greener and fairer economy.
Conclusion
Greenwashing, a deceptive strategy that attempts to cloak organisations and their products in an aura of environmentally responsible performance that does not reflect reality, is a persistent problem on the world stage. Not only does this manipulation divert attention from genuinely green initiatives, it also threatens public confidence and hinders consumers’ ability to make informed and environmentally responsible choices.
In this context, the United Nations (UN) has taken decisive action to combat greenwashing, recognising the importance of authentic and transparent action to achieve global environmental goals, such as those outlined in the 2015 Paris Agreement. The creation of a High-Level Panel of Experts to develop clearer and stronger rules for zero greenhouse gas emission pledges is a crucial step in this direction.
In addition to the UN’s efforts, consumers have an important role to play in the fight against greenwashing. By scrutinising environmental claims, investigating companies’ real commitments to environmental responsibility, being wary of ambiguous claims and researching before buying, consumers can push for greater authenticity and accountability.
In conclusion, tackling greenwashing is a complex task that requires the combined efforts of international organisations, governments, businesses and consumers.
