Supply Claim Management

In a previous blog, we addressed the importance of how sustainability claims are handled. Let’s take it a step further by exploring a range of terms like Greenwishing (ambitions without a plan), Greenlighting (overemphasizing something minor), or Greenrinsing (continually adjusting or delaying goals).

And of course, we cannot forget the most controversial and widely criticized variant: Greenwashing — sustainability claims without a real foundation or with deliberately misleading justification.

Trusted
Logistics

At Logicall, the word Trusted sits at the very top of our values. That means all communications, claims, and reported results are subject to several checks before they get the green light for publication:

  • Transparent: ensure clarity on how and why claims are made;
  • Realistic: claims must be grounded in truthful and realistic data;
  • Executable: practically achievable and in compliance with laws and regulations;
  • Solid: based on reliable and robust sources;
  • Verifiable: built on factual and testable data & claims.

So yes, there needs to be a form of Supply Claim Management, which further deepens the very essence of traditional Supply Chain Management. Managing the entire chain — and how it is structured — introduces what we call the Greenception effect.

Greenception

Most readers will likely be familiar with the movie Inception, which illustrates how reality can be far more layered and complex than it seems. Even “seeds” were planted — but perhaps that’s a story for another blog. The point here is that things aren’t always what they seem. Sometimes because we don't look deeper, can't look deeper, or assume we don’t need to.

Take the example of electric cars. While they are generally better for the environment in the long run, there is still a realistic edge: the production of batteries (E), mining of raw materials (S), and lack of clear regulatory standards (G) all raise serious concerns.

That edge is the core of Greenception. The key question becomes: What is the context, and how aware are you of it as a company? Being transparent and conscious about your decisions shows a grasp of reality and builds trust.

Factual, compliant and clear

Let’s take a relevant and contemporary example: paper cups and straws. Often introduced with the well-meaning goal of “reducing plastic” — which is an excellent starting point. However, the current alternative leads to a difficult-to-recycle product (due to plastic coatings for waterproofing), which also stems from deforestation and intensive manufacturing.

In future discussions, it may be about working conditions in a specific country or sector, the rise of monocultures, deforestation, or of course: the costs. As of 2025, we are still not technologically advanced enough — or intrinsically willing — to bear all the costs of truly sustainable choices. But more on that in the next blog.

At Logicall, what matters is being factual, compliant, and clear — within the given context. Gaining insight into our value chain, making deliberate supplier choices and agreements, and implementing a robust Supplier Code of Conduct are key elements supporting this.

And finally, a fitting quote from Inception:
“We need to go deeper.”

That’s often exactly what’s needed when it comes to sustainability choices. Many initiatives come from a good starting point — it’s just that the journey toward the goal isn’t always optimal yet.

In the next blog, we’ll step onto the Ladder of Lansink and explore different perspectives that seamlessly connect with the themes discussed here.

Evert Stijkel – Head of ESG