Are all Net Zero claims greenwashing?

In the lead up to COP27, the word “greenwashing” could be seen in countless headlines and articles. Significant among them were Greta Thunberg calling COP an opportunity for "greenwashing, lying, and cheating;” a UN expert group demanding crackdown on greenwashing within net zero pledges; and the UK Financial Conduct Authority (FCA) unveiling a set of new rules to clamp down on greenwashing.

Some promising progress was made at COP26 with last year’s launch of the Glasgow Financial Alliance for Net Zero endorsing stringent Science Based Targets initiatives considered the financial sector’s biggest collaborative effort for net zero. But a year later, it no longer requires rigorous science-based emissions reduction targets. The U-turn is a disappointing step backwards and sheds an uncertain light on the Race to Zero and the credibility of setting science-based targets.

With the mixed emotions surrounding the marketing of net zero targets, it’s not surprising that companies’ aspirations to reduce their carbon emissions and clients’ visions to create climate-resilient communities are at risk of being watered down. When speaking to clients this month, I was introduced to the phase “green hushing,” an increasing trend of companies deciding not to publicise their science-based net zero emissions targets. Whilst I strongly agree with the need for regulating bodies such as the FCA to crack down on harmful greenwashing, I also think that green hushing is a step backwards in the transition to net zero.

I don’t believe that a net zero label should be put back on the shelf until a time where a nationally or globally recognized definition has been agreed. I believe that net zero ambition, vision, and placemaking should continue to accelerate but with robust and transparent declarations of what targets have been set and how they will be achieved. A perfect one-size-fits-all net zero definition doesn’t exist, but good science-based target setting does.

To misquote Winton Churchill—let’s not let perfect get in the way of progress.