What is Greenwashing? And How To Avoid It

“Greenwashing is the process of conveying a false impression or providing misleading information about how a company's products are more environmentally sound.”

Chances are you’ve heard of Greenwashing. It’s a phrase that’s increasingly thrown around as businesses make wilder claims about their sustainable initiatives.

As more and more consumers become environmentally conscious, companies are increasingly looking to capitalise on the trend by promoting their products as "green" or environmentally friendly.

However, not all of these claims are truthful, and many companies engage in a practice known as greenwashing (whether they mean to or not).

Greenwashing is the act of misleading consumers about the environmental benefits of a product or service.

This can take many forms, such as making vague or exaggerated claims, using meaningless buzzwords, or using false labels or certifications. Greenwashing is harmful because it deceives consumers and can discourage them from taking real steps to reducing their environmental impact.

So, how can companies avoid being labelled as ‘greenwashers’? Here are a few tips:

• - Be transparent: Don't be afraid to share the details of your sustainability initiatives. Consumers appreciate honesty and are more likely to trust companies that are transparent about their environmental impact.
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• - Avoid vague or misleading claims: Use specific, measurable language to describe the environmental benefits of your product or service.
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• - Use credible certifications: If you want to make a claim about the environmental benefits of your product or service, consider obtaining a certification from a reputable organization such as the Forest Stewardship Council or Energy Star.
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• - Back up your claims with data: If you make a claim about the environmental benefits of your product or service, be sure to have data to back it up. This can include information on the environmental impact of your supply chain, the energy efficiency of your product, or the carbon footprint of your service.
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• - Take real steps to reduce your environmental impact: The best way to avoid greenwashing is to actually take real steps to reduce your environmental impact. This can include reducing waste, using renewable energy, or implementing sustainable practices in your supply chain.

Greenwashing is a harmful practice that can deceive consumers and undermine real efforts to reduce environmental impact. So, what ‘real steps’ can you take to improve the carbon footprint of your business and practice what you preach when it comes to a greener future for your organisation?

Technology Is The Future

Internet of Things monitoring has the potential to improve sustainability and reduce the likelihood of greenwashing by providing real-time, data-driven insights into a company's environmental impact.

By using IoT sensors and devices, companies can collect data on energy usage, waste production, and other key sustainability metrics. This data can then be used to identify areas for improvement and optimise operations to reduce environmental impact.

For example, IoT monitoring can be used to optimise energy usage in buildings by automatically adjusting temperature and lighting based on occupancy and usage patterns. This can result in significant energy savings and reduce carbon emissions.

In addition, IoT monitoring can be used to track and reduce waste production by monitoring inventory levels, tracking usage patterns, and identifying areas for improvement. By reducing waste, companies can save money, increase profits and reduce their environmental impact.

By using IoT monitoring to track and improve sustainability metrics, companies can also avoid greenwashing by providing transparent and verifiable evidence of their environmental impact. A smart monitoring solution provides real-time data that can be used to support environmental claims, such as reduced carbon emissions or reduced waste production.

At Invisible Systems, we’re taking considerable steps towards sustainability across our business. This year we have installed various monitoring points throughout our Manchester HQ, to measure and understand our energy use and make changes to our behaviour to reduce our own invisible waste.

Why not pay a visit to Invisible HQ to see the I-System in action and find out more about how it can benefit your business? Contact a member of our team to book your demo today.