Greenwashing Desk

Companies have been talking about sustainability for a long time and many have even made concrete commitments.
Sometimes it seems that greenwashing came before sustainability, that we have been busy communicating and talking about sustainability before we have done anything about it.

The subject of sustainability is so broad that it can sometimes seem confusing. After an analysis of European websites found that 50 per cent of them were communicating typical greenwashing content, the European legislator is now forcing us to address the issue with the new Greenwashing Directive.

Can a company survive on the market if it does not call itself sustainable?

The Greenwashing Desk is an initiative created at the request of companies that need clarity in their corporate communications on sustainability issues or that need to verify the correctness of competitors’ communications in order to highlight possible cases of greenwashing.

MAPPING LCA experts, in collaboration with the University of Milan and the University of Trieste, are available to provide documented answers, opinions or expertise.

Today, products compete in the marketplace on the basis of sustainability: being chosen as a supplier of a product also means demonstrating that your product is more sustainable than that of a competitor.

It is therefore important to be able to interpret certain communications that may seem a little over-the-top, or communications that have been skilfully chosen to remain in a more or less bona fide “grey area”.

Beware, because with the Greenwashing Directive, such misleading communications are now fully punishable.

1. THE ANSWER TO FREQUENTLY ASKED QUESTIONS

Do you have doubts about greenwashing or are you not sure how to interpret certain ‘green’ messages? Don’t hesitate to write to us: the WIKI-GREEN page (name to be defined) will collect the answers to the most frequently asked questions so that you can always be up to date on the subject.

2. TECHNICAL OPINIONS

Thanks to the LCA Mapping team of experts, the Greenwashing Desk offers an opinion and assessment service on suspected cases of greenwashing communication.

Are you planning a communication campaign but not sure if you are using the right words to demonstrate that your products or services are sustainable? Does your competitor’s communication campaign seem overly vague and lacking in scientific evidence from a sustainability perspective?

Write to us and send us all the information you need. We will provide you with a documented opinion to share with your team or management.

Once all the necessary information and clarifications have been gathered, the service will return a technical document. It will enable you to highlight critical areas or violations of the greenwashing policy, even to non-experts. It is also an operational tool that can be used with your own teams to analyse communication activities, possible corrections or actions to be taken against third parties.

3. EXPERTISE

The team is available for technical assessments that require in-depth analysis and advice due to their complexity or criticality. Contact us for a customised offer

• Fill in the form with all the data and information about the communication you want us to analyse: you can attach documents, photos or reference links.
• We will contact you if we need further clarification or information.
• You will receive the greenwashing technical assessment document or a link to the WIKI-GREEN page if the answer is documented in this section.