What is Greenwashing?

According to Melissa, “Greenwashing is essentially lying. It’s a misrepresentation of your environmental credentials; presenting yourself as sustainable or good for the environment in some way, but not having anything to back it or hiding negative consequences.”

And it’s something we see all the time. With statements like ‘We’re committed to sustainability’, and ‘We’re committed to net zero’, and even companies purchasing carbon offsets without taking action to reduce their carbon footprint–this type of practice is Greenwashing. 

Greenwashing in the ag industry

In the ag industry, often environmental impact is unavoidable, leading to increased pressures to adopt more sustainable practices.

Melissa explains that ag companies may claim to be environmentally responsible by implementing isolated sustainability initiatives, but without addressing their broader environmental footprint.

She says, “It’s tunnel vision. Sustainability is often thought of as just carbon emissions, but it really means your entire impact on the environment,  and the people that you work with and communities you operate in.”

For companies to avoid Greenwashing in their practices, they need to look beyond their immediate actions and consider their overall impact, including emissions, biodiversity, and the communities they are part of.

Holistic approach to sustainability

According to Melissa, businesses need to make sure that every team member understands the sustainability initiatives and how they can apply them to their operations.

By educating business owners on building clarity and direction for their organisation, they can lead with tangible steps and implement changes across their teams immediately. 

Having a holistic approach across the business does not just mean that your team will say they’ll adhere to sustainable practices, but ensuring every aspect of the business, from supply chain management to product development and stakeholder engagement adheres to your standards.

Transparency is key

Greenwashing ultimately harms both your business and the environment. While it might seem to just be about making marketing claims, it can cause serious harm to your business’s reputation. 

As Melissa points out, “Consumers today are more educated and aware of their environmental impact. They want to support businesses that align with their values.”

It’s true, we have access to more information than ever before, and it is easy for consumers to find evidence of sustainable and non-sustainable practices.

Putting in place goals and strict guidelines that your company adheres to is not enough any more. There needs to be data to back you up and proof that you’re not misleading consumers.  

Focusing on honesty, transparency, and a commitment to real change in your business, you will not only do better by the environment but increase your competitive advantage over your competitors.