How To Avoid Greenwashing with the Support of DQS External Verification

How To Avoid Greenwashing?

When it comes to protecting your business against conveying this, where should you first look? The United Nations (UN) states the following tactics to look out for:

• Claiming to be on track to reduce a company’s polluting emissions to net zero when no credible plan is actually in place. ²
• Being purposely vague or non-specific about a company’s operations or materials used. ²
• Applying intentionally misleading labels such as “green” or “eco-friendly,” which do not have standard definitions and can be easily misinterpreted. ²
• Implying that a minor improvement has a major impact or promoting a product that meets the minimum regulatory requirements as if it is significantly better than the standard. ²
• Emphasizing a single environmental attribute while ignoring other impacts.
• Claiming to avoid illegal or non-standard practices that are irrelevant to a product. ²
• Communicating the sustainability attributes of a product in isolation of brand activities (and vice versa) – e.g. a garment made from recycled materials that is produced in a high-emitting factory that pollutes the air and nearby waterways.^₂

To ensure the promotion of sustainability practices and the fulfillment of business actions at every level, DQS can play a vital role. Whether you require a management system to support the development of a sustainable business or need to assess and improve existing processes, DQS offers a wide range of sustainable standards. For example, becoming ISO 14001 certified, along with ISO 50001, ISO 14064, ISO 14040, and others, can help establish and maintain effective processes.

If you are considering certification, I recommend reading our blog post titled "Why Getting Certified to Sustainability Standards is a Game Changer?" This resource can provide valuable insights to aid in your decision-making process.

However, if you already have processes in place and wish to ensure that your activities align with your goals or require updates, DQS offers Verification Sustainability options. These options include ESG Audit and ESG Assurance Verification, which assess environmental, social, and governance aspects. By undergoing ESG audits, you can identify areas for improvement and innovation. To learn more about ESG, you can download our whitepaper titled "Environmental, Social, and Governance (ESG)."

Furthermore, DQS provides External Verification services, such as External Validation of self-declaration of eco-labelling based on ISO 14021. This verification process enhances your external reputation and demonstrates your commitment to sustainable practices. To learn more, download our whitepaper “ISO 14021 – Enhancing Credible Eco Labels.”

Outside of aligning language with uniform definitions, the business will also be assessed on if the self-declared claims are verifiable with data and documentation. Greenwashing is not only using terms that give a “false impression”1 but also “misleading information.”1 If a product does not actually do what is intended but claims so on the packaging, consumers may be misled into purchasing a product due to the information claimed. With External Validation, the self-declared claims will be looked at in terms of what information is available to support the claim. And not only will it be assessed on the data, but the claim must also be definitive in its statement. For example, a product cannot state “better for the environment” but instead, based on data, “decomposes 20% faster in landfills than products made of non-recycled materials.” Not only is it more straightforward, but it may also fare well when it comes to marketing of the product; the product may offer something that other brands may not thus bringing more attention to that distinguishing feature. And with that marketing and data to back up that claim, consumers may be more aware of your product and trust your product more if the claim is fact checked. This negative publicity about false claims can deteriorate the image of the brand in the future and trust with consumers, which can take years to mend.

If you are considering External Validation, DQS can aid you with the next steps as a verifying body. Why choose DQS as a verifying body? Behzad Sadegh, Director of Sustainability and Consumer care, North America, outlines the reasons why:

• Credibility: Stand out from your competitors with an independently verified environmental labeling. Gain the trust of your customers by providing them with evidence-backed environmental claims.
• Expertise: Our team of environmental professionals has extensive experience in the field. We understand the complexities of environmental assessments and can guide you through the process seamlessly.
• Custom Solutions: We offer tailored solutions to meet your specific needs. Whether you require a gap assessment or a comprehensive verification, we have the right package for you.
• Reputation Enhancement: By partnering with us, you can enhance your brand's reputation as a responsible and sustainable organization. Showcase your commitment to environmental stewardship and inspire confidence in your customers.

With External Validation with DQS, we partner with you for assessments to ensure you meet standards and regulations. As a partner, we want to be able to see how we can best work with you to meet your goals.

For more information about External Validation, ESG, ISO 50001, and more, you can fill out the form found in the link below or email Ashley Davis, Regional Sales Manager, to start the conversation about how to best implement sustainable practices and validate those already in place today. We also offer training through DQS Academy such as ISO 14001 Implementation, Training on Sustainability and ESG Reporting for Organizations, and more. For a full list of upcoming courses, visit our page DQS Academy – Training & Courses.

We look forward to partnering with you to achieve your sustainability goals for your business.

¹ Hayes, Adam. Investopedia. (2023). What Is Greenwashing? How It Works, Examples, and Statistics. Investopedia.com.  https://www.investopedia.com/terms/g/greenwashing.asp

² United Nations. Greenwashing – the deceptive tactics behind environmental claims. UN.org. https://www.un.org/en/climatechange/science/climate-issues/greenwashing