Ever picked up a product or scrolled online thinking: "Is this really sustainable, or am I being tricked?" You’re not alone. Green claims are everywhere, from coffee cups and laptops to cleaning products and IT services. Sometimes it feels like you need a PhD in eco-speak just to shop responsibly. Exciting developments are underway in Denmark and the EU to address this issue and ensure the credibility of green claims. Starting September 2026, the EU's Empowering Consumers for the Green Transition (ECGT) Directive will bring about significant changes: - Companies must provide evidence to support their eco-friendly claims. - Independent third-party verification will become mandatory for increased credibility. - Merely buying carbon offsets or using vague statements will no longer suffice. - It will be illegal to make unverified green claims, aiming to combat greenwashing effectively. In essence, these regulations aim to eradicate greenwashing and promote transparent and trustworthy sustainability claims. Why does this matter? For all consumers, including dentists and AI professionals, these rules ensure that labels can be trusted, enabling informed decisions that benefit the planet. Additionally, for companies, aligning green marketing with reality, substantiated by evidence, is crucial. A helpful tip: Seek out recognized labels like Nordic Swan, EU Ecolabel, or ISO certifications for genuine sustainability assurance. As someone passionate about sustainability and data, I find this shift inspiring. It’s a reminder that credible data and clear communication are key to driving real impact - not just good marketing. 🔗 What do you think - will stricter green labeling rules help build more trust in sustainability claims? #Sustainability #Greenwashing #EcoFriendly #ClimateAction #GreenBusiness #CircularEconomy #CleanTech #EcoInnovation #GreenTech #SustainableDevelopment #Innovation #Technology #Leadership #Business #Entrepreneurship #Startups
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      𝗪𝗵𝗲𝗻 𝗶𝘁 𝗰𝗼𝗺𝗲𝘀 𝘁𝗼 𝘀𝘂𝘀𝘁𝗮𝗶𝗻𝗮𝗯𝗶𝗹𝗶𝘁𝘆, 𝗹𝗲𝗮𝗿𝗻𝗶𝗻𝗴 𝗳𝗿𝗼𝗺 𝗺𝗶𝘀𝘁𝗮𝗸𝗲𝘀 𝗿𝗲𝗮𝗹𝗹𝘆 𝗺𝗮𝘁𝘁𝗲𝗿𝘀 🔍🌿 What’s more, you should also analyze what others do. Many companies try eco-friendly initiatives hoping to make an impact—only to realize later it didn’t work. Sharing these experiences allows others to learn. By the way, this is called greenwishing: when intentions are good, but results fall short. Greenwashing, by contrast, is deliberate fraud—presenting a company as environmentally responsible without real action. 🎥 For more details, watch the full interview with Timo Landener from Körber Supply Chain: https://lnkd.in/e9_mWfA5 Andersen’s experts build software solutions that support sustainability. What’s more, we make sure that our clients obtain digital tools that enable transparency, learning, and smarter choices. #Sustainability #Greenwishing #Greenwashing #GreenTech #TechTalks To view or add a comment, sign in 
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      🌍 When it comes to sustainability, learning from mistakes is key! Analyzing what others do can save us from "greenwishing" – good intentions that miss the mark. Check out Timo Landener's interview for more insights. 🌿💡 At Andersen, we’re all about creating software that boosts sustainability and helps clients make smarter choices! 𝗪𝗵𝗲𝗻 𝗶𝘁 𝗰𝗼𝗺𝗲𝘀 𝘁𝗼 𝘀𝘂𝘀𝘁𝗮𝗶𝗻𝗮𝗯𝗶𝗹𝗶𝘁𝘆, 𝗹𝗲𝗮𝗿𝗻𝗶𝗻𝗴 𝗳𝗿𝗼𝗺 𝗺𝗶𝘀𝘁𝗮𝗸𝗲𝘀 𝗿𝗲𝗮𝗹𝗹𝘆 𝗺𝗮𝘁𝘁𝗲𝗿𝘀 🔍🌿 What’s more, you should also analyze what others do. Many companies try eco-friendly initiatives hoping to make an impact—only to realize later it didn’t work. Sharing these experiences allows others to learn. By the way, this is called greenwishing: when intentions are good, but results fall short. Greenwashing, by contrast, is deliberate fraud—presenting a company as environmentally responsible without real action. 🎥 For more details, watch the full interview with Timo Landener from Körber Supply Chain: https://lnkd.in/e9_mWfA5 Andersen’s experts build software solutions that support sustainability. What’s more, we make sure that our clients obtain digital tools that enable transparency, learning, and smarter choices. #Sustainability #Greenwishing #Greenwashing #GreenTech #TechTalks To view or add a comment, sign in 
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      🌱 WHAT DOES ”IMPACT” REALLY MEAN? After years working with sustainability and certification in the coffee sector, I’ve learned that impact isn’t just about numbers or compliance reports. • Impact is when a producer realizes sustainability is not a cost, it’s an investment. • It’s when workers feel proud of their contribution to something bigger. • It doesn’t happen in meetings or on paper, but in the lives. #Sustainability #PositiveImpact #ESG #ResponsibleAgriculture #Campagro To view or add a comment, sign in 
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      Sustainability You Can Trust Sustainability isn’t about fancy words or glossy reports — it’s about measurable action, transparency, and trust. In a world where greenwashing is everywhere, credibility is the new currency. Here are 6 ways to ensure sustainability efforts are real, accountable, and future-proof: ✅ 1. Set Science-Based Targets Ground every action in data, evidence, and measurable outcomes — not marketing promises. 🔍 2. Prioritise Transparency in Environmental Claims Share the process, not just the results. Openness builds trust with stakeholders and consumers. 🧾 3. Use Reliable Third-Party Certification Independent verification ensures that sustainability claims are credible, comparable, and globally recognised. 🌍 4. Adopt a Holistic Approach Sustainability goes beyond carbon — it includes social value, resource efficiency, health, and equity. 📊 5. Measure, Monitor, Report Track progress continuously. What gets measured, gets managed — and improved. 🤝 6. Build Stakeholder Awareness Engage employees, communities, and partners. Real impact requires collective understanding and participation. Avoid greenwashing. Aim for certified sustainability. Because credibility isn’t optional — it’s the foundation of lasting impact. John HaffnerJane DavidsonSedat GündoğduHanna MarkgrenYvonne Rodriguez #Sustainability #ESG #Transparency #GreenBuilding #ClimateAction #CircularEconomy #ScienceBasedTargets #ResponsibleBusiness Image Credit: TraceX Technologies To view or add a comment, sign in 
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      Well grouped overview of what it takes to achieve meaningful and integrated progress on sustainability for any business! And to avoid greenwashing. Sustainability You Can Trust Sustainability isn’t about fancy words or glossy reports — it’s about measurable action, transparency, and trust. In a world where greenwashing is everywhere, credibility is the new currency. Here are 6 ways to ensure sustainability efforts are real, accountable, and future-proof: ✅ 1. Set Science-Based Targets Ground every action in data, evidence, and measurable outcomes — not marketing promises. 🔍 2. Prioritise Transparency in Environmental Claims Share the process, not just the results. Openness builds trust with stakeholders and consumers. 🧾 3. Use Reliable Third-Party Certification Independent verification ensures that sustainability claims are credible, comparable, and globally recognised. 🌍 4. Adopt a Holistic Approach Sustainability goes beyond carbon — it includes social value, resource efficiency, health, and equity. 📊 5. Measure, Monitor, Report Track progress continuously. What gets measured, gets managed — and improved. 🤝 6. Build Stakeholder Awareness Engage employees, communities, and partners. Real impact requires collective understanding and participation. Avoid greenwashing. Aim for certified sustainability. Because credibility isn’t optional — it’s the foundation of lasting impact. John HaffnerJane DavidsonSedat GündoğduHanna MarkgrenYvonne Rodriguez #Sustainability #ESG #Transparency #GreenBuilding #ClimateAction #CircularEconomy #ScienceBasedTargets #ResponsibleBusiness Image Credit: TraceX Technologies To view or add a comment, sign in 
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      Most “eco” products are about as transparent as the murky rinse water in your mop bucket. One claims to be “plant-based,” another is “biodegradable”… but ask how much or under what conditions, and suddenly no one’s talking. That’s where we come in. At Winnow Technology, we’re building an independent sustainability verification system that actually measures what brands claim across the whole life cycle, not just the packaging. (You know, the boring stuff: raw materials, manufacturing, transport, use, and disposal.) Because here’s the truth: 🧽 50% of Brits say they want to live sustainably but can’t, because no one gives them real data. ♻️ Eco-labels should help, but most people don’t know which ones to trust. 🤖 Our algorithm does the heavy lifting, cutting through the noise so you can make decisions that actually add up. No more leafy logos. No more “eco” guesswork. Just clear, science-backed insights that tell you what’s really clean. Let’s scrub the greenwash off sustainability once and for all. To view or add a comment, sign in 
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      Sustainability isn’t just a nice story it’s a genuine way to stand out in a crowded market. In IT, so much feels commoditised, especially hardware. But if you can prove your solution uses less energy or has a lower carbon footprint, that’s powerful. Just being able to show the data gives you another reason for customers to choose you. It’s become a credible and valuable way to differentiate. To view or add a comment, sign in 
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      Profit meets purpose 🌱🌏 VeKanban turns sustainability into a competitive advantage — driving cleaner, smarter, and more efficient manufacturing. #greenmanufacturing #sustainability #energysaving #sustainablemanufacturing #cleantech #ESG Sustainability isn't just good for the planet, it's great for business!! VeKanban helps manufacturers achieve both environmental goals and operational excellence through intelligent green manufacturing solutions. #GreenManufacturing #Sustainability #ESG #CleanTech #SustainableManufacturing #VeKanban #SmartManufacturing To view or add a comment, sign in 
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      🏛 Sustainability Behind the Barcode We talk a lot about innovation in sustainability: new products, better packaging, circular design...But the next frontier isn’t about innovation. It’s about verification. ✅ Behind every recycled label, carbon-neutral claim, or “eco” product sits a governance question: 🤔 Can we prove it❓ A 2024 United Nations Environment Programme Finance Initiative (UNEP FI) study on circular finance found that most organizations still lack the data systems to verify circular outcomes. The ambition is there, but the evidence often isn’t. That gap matters. Because when data trails go dark, credibility goes with them. During my time at Canadian Tire Corporation, I saw firsthand how easily this can happen. Every ESG disclosure, from carbon intensity to waste diversion, depended on one thing: traceable, auditable data. We built frameworks where each number had to be sourced, explained, and signed off. The process wasn’t glamorous, but it was the difference between a sustainability story and a sustainability strategy. And the stakes for data integrity are only getting higher. The current case between Purpose Investments and the Ontario Securities Commission over ESG fund claims is a reminder that greenwashing isn’t just a reputational risk anymore, it’s a governance one. See the release here: ➡️ https://lnkd.in/gMBb8Jxt As regulators tighten expectations, “sustainability storytelling” without verifiable evidence can expose companies to real compliance and credibility risk. Now, the same rigor is coming for circular retail. Retailers will need to show not just that products can be recycled, but that they actually were, that suppliers met standards, and that data holds up under scrutiny. And it’s not just compliance, it’s competition. Investors are already backing companies that can quantify impact (UNEP FI, 2024). Good governance isn’t a barrier to progress, it’s the infrastructure that makes it credible. As circularity scales, so must accountability. The retailers that will lead this next era won’t just design for durability, they’ll disclose with integrity. #ESG #Governance #CircularEconomy #RetailSustainability #Transparency #DataIntegrity #Greenwashing #Circularity To view or add a comment, sign in 
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      Circularity just became law in Europe ♻️ The EU’s Extended Producer Responsibility (EPR) rules mark a major shift, targeting two of the biggest waste streams: food and textiles. This will reshape how companies design, produce, and measure sustainability. At Quest Impact Consultancy, we hope (and think) that once again regulation can prove to be a key driver for sustainable innovation and that circularity can move from buzzword to baseline. In this carousel, we break down what’s changing, and what it means for your business. 👉 Explore the highlights, and let’s talk about how your organization can lead this new chapter of circular innovation. Need help? Our textile and food waste experts are ready to get you started. #CircularEconomy #Sustainability #EPR #EUregulation #Innovation #Textiles #FoodWaste #Quest #CircularDesign To view or add a comment, sign in 
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