May 6, 2024
The term "greenwashing," increasingly common, describes an unethical practice adopted by some companies to appear more sustainable and environmentally friendly than they actually are. This deceptive behavior can take many forms, from exaggerating the environmental benefits of their products to hiding harmful practices.
But why is it important to talk about it? The answer is simple: greenwashing not only deceives consumers but also hinders progress toward genuine sustainability.
When companies engage in greenwashing practices, it can significantly impact both consumers and the market as a whole. Consumers, trying to make conscious choices, can be misled, unintentionally supporting companies or products that do not reflect their environmental values. At the same time, greenwashing can create an uneven playing field in the market, where companies that practice true sustainability face unfair competition from those making unfounded claims.
The European Parliament recently proposed pioneering legislation aimed at combating greenwashing and promoting transparency in environmental claims. With an overwhelming majority of 593 votes in favor, this directive proposal represents a significant shift in how companies can communicate their environmental impact. The goal is to protect consumers from deceptive marketing tactics, providing them with the tools to make more informed and responsible purchasing decisions.
Stringent rules are introduced on the use of environmental claims. Generic claims such as "environmentally friendly" or "sustainable" are no longer acceptable unless supported by concrete and reliable evidence. Additionally, the use of sustainability labels is regulated, requiring them to be based on recognized certification systems or created by public authorities.
A crucial aspect of the law is the ban on claims suggesting a neutral or positive environmental impact based on emission offset systems, a common practice in many greenwashing campaigns.
The directive now needs final approval from the Council to be published in the Official Journal. Member States will have 24 months to transpose it into national law.
Beyond regulatory compliance, this law prompts companies to review their sustainability practices from a more authentic and concrete perspective. It is not just about avoiding greenwashing but truly integrating sustainability into the core of business activities. This includes not only internal operations but also how companies interact with consumers, suppliers, and the broader community.
It involves understanding and communicating the entire product lifecycle, from production to consumption, to disposal. This holistic approach not only improves transparency but also contributes to greater long-term environmental and social responsibility.
In a world where greenwashing has become an increasingly complex challenge, Progetto Doable aims to contribute by encouraging companies to cultivate genuine sustainability. Our platform aDoormore aims to be a space for sharing sustainable practices and exchanging ideas among companies, ensuring concreteness as opposed to deceptive claims.
By providing a place where companies can transparently and verifiably showcase their sustainability actions, Progetto Doable helps companies elevate their standards of authenticity.
These companies have the opportunity to stand out for their real commitment to sustainability. This visibility not only encourages transparency but also innovation, motivating companies to develop and share creative and genuinely effective solutions, rather than relying on superficial marketing strategies.
A fundamental aspect is the creation of a community. Companies have the opportunity to connect, both within their supply chain and beyond, to learn from each other and collaborate on sustainable initiatives.
This exchange of knowledge and experiences is vital to collectively addressing environmental challenges and accelerating the shift to truly sustainable business practices.
