Environmental commitment: certifications and labels for companies

We have seen that by purchasing carbon credits, companies can go so far as to offset most or all of the emissions that they have failed to reduce through specific mitigation activities. The result is a desire and need for companies to communicate externally the environmental goals they have achieved, both in terms of offsetting emissions and in terms of their efforts towards sustainability. To do this, they often resort to the use of labels and labelling on products to certify their characteristics. This dimension of labelling is very complex and often insidious, as it is still poorly regulated and mainly based on companies' self-assessments. But how are these 'labels' used by companies to declare the 'sustainability' of their products?

First of all, it is important to emphasise that there is no certification that a product is 'sustainable'. However, there are multiple labelling claims that touch on different aspects of the product. A second fundamental aspect is the importance of backing up these claims with scientific data and calculations, so as not to run the risk of non-transparent communications that can be detrimental to companies and consumers. In this regard, there is currently a proposal from the European Commission for a Directive on the Attestation and Disclosure of Explicit Environmental Claims.

Most of the claims made by companies run the risk, under the new Directive, of being accused of greenwashing. In February 2021, in fact, the European Commission and national consumer protection authorities conducted a investigation with the aim of identifying violations of European consumer law in online markets. The green claims of the clothing, cosmetics and household appliances sectors were analysed. The national consumer protection authorities were of the opinion that in 42% of cases the statements were exaggerated, false or misleading and could be qualified as unfair commercial practices. In particular, 344 messages were examined that were considered doubtful: in more than half of the cases, insufficient information was provided to allow consumers to judge the accuracy of the claims.

While it is true that the Directive will cause great economic damage to companies that make poorly substantiated and clear green claims, it is also true that with the proliferation of these claims, the need to create regulations to regulate what companies can communicate to consumers is becoming ever stronger. Companies that have a solid basis for their claims will not be harmed by the Directive, but can use it as an opportunity to differentiate themselves from other companies. So, which labels can companies use? There are various types of environmental product labels on the market, which in most cases are a voluntary choice and are regulated by the ISO 14020 standard.

Can companies claim to be truly sustainable? How can they claim to be carbon neutral or net zero? What are the patterns behind these claims? To answer these questions, and more, we launched the project Pillole dall'Oasi: la Digital Academy by 3Bee for Sustainability Professionals, realised in collaboration with Neutralia and Italian Tech Academy. A course composed of 12 modules dedicated to training on topics related to business sustainability, with the involvement of 23 experts from the world of research, innovation, business and finance. An opportunity not only for training, but to join an exclusive community to receive monthly updates on news from the world of sustainability. Do you want to make your commitment to protecting the environment tangible and ensure the best training for your employees?