The black list: Avoiding greenwashing
“Choose our green and eco-friendly approach that is fully sustainable, responsible, and climate-neutral, and is also CO₂-offset, for a better environment.”
That statement is no longer allowed (or soon won’t be), and as of September this will also be enforced. Companies may make claims, but they must be substantiated and cannot contain empty words like “sustainable,” “responsible,” or “conscious.”
We’re in favor of clear rules—but it’s not that simple.
What is not allowed?
Suppose we drive a trip with an electric truck and say:
“Our zero-emission delivery reduces the CO₂ impact of this trip by 100%.”
Doesn’t sound too bad, right?
But that’s no longer allowed, because the entire chain must be included in the calculation—not just what comes out of the exhaust, but also how the electricity was generated.
If you purchase grey electricity, that 100% drops to about 60%. With real, certified electricity from renewable sources, there is still some loss, but 95% is a safe assumption.
What to say instead
So instead, how about:
“This trip was carried out electrically: more than 90% CO₂ reduction compared to diesel.”
With a substantiation that can be applied generically:
All electric trips by Logicall are carried out with vehicles charged using 100% green electricity, certified with Guarantees of Origin. Our CO₂ calculations are based on the Well-to-Wheel methodology and emission factors in accordance with GLEC.
Of course, there are gradations—because how easy is it to get lost in a bit of poetic freedom? Greenwashing ranges from fresh green to toxic green, as they say.
Logicall's approach
For Logicall, it’s important to stay sharp and take these five criteria to heart when making “green claims”:
- Specific → no vague terms
- Quantifiable → with real numbers
- Basis for comparison → compared to what?
- Substantiation available → demonstrable upon request
- Conditions stated → when does this apply?
As a bonus, a quick note on the legal basis: all of this falls under the ECGT (Empowering Consumers for the Green Transition Directive), the EU law that curbs greenwashing.
Finally—not to point fingers—but I think we might do well to talk about a Directive that holds up a mirror to organizations as a whole. Something like:
ECGT: Ending Corporate Gibberish Today, or
ECGT: Enabling Colleagues to Get Transparent
“It’s all good, I’m working on it, we’ll pick it up soon, it’s on the radar, we’ll get back to it, and: before the end of next quarter.”
Everyone knows these examples—and hey, don’t we all use them sometimes? Still, I find that mirror useful, and I’ll definitely apply it one of these days; it’s in the works!