How to avoid “greenwashing”?

Advice number one is simple: promote transparency, especially when it comes to the environmental benefits of your products or services. This means taking fair steps towards more sustainable operations, setting achievable and measurable goals, monitoring progress and producing verifiable reports. Simple. It’s simple to read, but implementation is strongly tied to the culture and leadership of the company.

What else is important?

1. Take strategic action on sustainability issues

Strategy is crucial for making decisive actions and for making your business truly sustainable. It will always serve us as a guide for carrying out activities and projects.

2. Be honest

Honesty, along with transparency, is fundamental for sustainability. People value honesty, which builds trust in your company and attracts more loyal customers. Make sure the facts are clear and accessible, not vague or out of context. We rather see you explain your problem-solving plan to us, than hiding the problem.

3. Establish a feedback system

Maintain open channels with your stakeholders. That way you will be able to find out if you are meeting their needs. This feedback is a valuable asset that needs to be nurtured, but it also gives us an external perspective on our activities.

4. Involve all interested parties

All stakeholders – from suppliers to investors – have ideas and interests that need to be understood and addressed. Although it is a complex task, greater participation from your interested public will lead to a better sustainability strategy.

5. Compliance with law

There are strict regulations on how you can label your packaging. Using terms, such as “recycled”, “environment friendly” or “sustainable”, is a violation, if it is not true. Always back up your sustainability claims with evidence and use other media channels to reinforce these claims.