Greenwashing: What it is and how ISO 14001 can help your business avoid it

Sustainability is no longer a trend, it is necessary in today's business world.

But in the quest to appear environmentally friendly, there is a risk that companies could fall into the trap of greenwashing.

Greenwashing, or “greenwashing,” is a form of deceptive marketing designed to deceive consumers into believing that a company is more committed to environmental issues than it actually is. For example, a company may market a product as “environmentally friendly” or “organic,” without having any substantive evidence for those claims. Alternatively, a company may focus on a single green aspect of a product to distract from other less environmentally friendly aspects.

It can damage the company's reputation, reduce consumer confidence and lead to legal consequences. Moreover, research shows that products that are truly environmentally friendly are significantly more preferred by consumers than their greenwashed counterparts.

ISO 14001 - standard for environmental management systems

ISO 14001 is an international standard for environmental management systems that can help companies avoid greenwashing.

By complying with this standard, companies can identify and manage their environmental aspects proactively and ensure that their environmental claims are accurate and verified.

More than that, ISO 14001 can also prepare your business for upcoming legislation, such as the EU Green Claims Directive. This directive, scheduled to enter into force in 2024, will impose strict requirements on companies' environmental marketing, and companies already complying with ISO 14001 will be better prepared to meet these requirements.

Comply with the EU Green Claims Directive

Here are some ways in which ISO 14001 can help your company prepare for the EU Green Claims Directive:

1. Risk managementISO 14001 helps companies identify and manage environmental risks, including risks associated with greenwashing.
2. Improving environmental performance: ISO 14001 requires companies to strive for continuous improvement in their environmental performance, helping to meet the higher requirements of scientific basis and verification in the Green Claims Directive.
3. Legal Compliance: ISO 14001 ensures that companies comply with current environmental legislation, facilitating compliance with the new directive.
4. Transparency and communication: ISO 14001 promotes open and honest communication about the company's environmental performance, which builds trust and helps meet the honesty and transparency requirements of the Green Claims Directive.

By voluntarily complying with ISO 14001, your company can not only avoid greenwashing, but also build a strong, sustainable brand that makes a real difference to the environment and is ready to meet future environmental marketing demands.

Do you want to know more about how ISO 14001 can help your business become more sustainable and prepare for the EU Green Claims Directive?

Contact us today to begin your journey towards genuine, verifiable and legal sustainability.

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