The Green Revolution: Transparency Takes Center Stage in Sustainable Marketing

The European Parliament (MEPs) are leading the charge for a greener future! A new EU law, The Green Claims Directive and Labeling championed by MEPs, cracks down on misleading environmental claims and empowers consumers to make informed choices. This is fantastic news for all of us who are passionate about sustainability and want to see real change. But how will this translate into action on a national level, and what does it mean for businesses? Buckle up, because we're about to dive into the exciting world of the Green Claims Directive and explore how Sweden, a champion for environmental consciousness, might approach it.

From Greenwashing to Greenwashing Out:

For years, consumers have been bombarded with vague and unsubstantiated environmental claims. Remember that clothing brand that called their garments "eco-friendly" while using water-intensive cotton? The Green Claims Directive says "no more" to such greenwashing. This regulation ensures that environmental claims are clear, unambiguous, and verifiable. Companies will need to ditch the jargon and provide concrete evidence to support their claims. This is a game-changer for transparency and consumer trust.

Finding the Right Balance: Green Claims vs. Greenhushing

But wait, there's more! The Green Claims Directive isn't just about weeding out misleading claims. It also discourages companies from falling into the trap of greenhushing . This happens when a company with genuine sustainability efforts stays silent for fear of accusations. The Directive encourages companies to communicate their sustainability initiatives openly, allowing consumers to make informed choices. Imagine a company using renewable energy sources but keeping it quiet – the Green Claims Directive nudges them to shout it from the rooftops (metaphorically speaking)!

The Power of Alignment: Green Claims Directive & CSRD

The Green Claims Directive isn't a lone wolf. It works hand-in-hand with the Corporate Sustainability Reporting Directive (CSRD). While the Green Claims Directive focuses on the "how" of communicating sustainability efforts (clear and verifiable claims), the CSRD focuses on the "what" (requiring companies to report on environmental, social, and governance issues). Companies can leverage the Environmental, Social, and Governance Reporting Standards (ESRS) under the CSRD to identify relevant data for substantiating their Green Claims. This creates a powerful synergy, ensuring claims are not just clear but also backed by robust data.

Putting Sweden in the Spotlight: How They Can Embrace the Green Wave

Sweden, a leader in environmental responsibility, is well-positioned to embrace the Green Claims Directive. Here's how Sweden's National Marketing Act (Marknadsf?ringslagen) might be adapted:

• Strengthened Provisions on Misleading Claims: Expect stricter enforcement against vague claims.
• Clarity and Transparency: Swedish authorities may introduce specific requirements for environmental claims to be clear and easily understandable for consumers.
• Verification Mechanisms: Sweden could introduce options like:

• Third-Party Verification Bodies: Accredited organizations would assess companies' claims and evidence.
• Self-Declaration Schemes: Companies could submit declarations with relevant documentation for review.
• Publicly Available Databases: Sweden could establish a system where verified claims and supporting evidence are accessible to consumers.

The Credibility Edge: Verification with ISO 17029

Imagine a globally recognized standard ensuring the verification of environmental claims. That's the power of ISO 17029! Sweden can leverage this standard to establish a robust verification process. Accredited verification bodies under ISO 17029 demonstrate expertise in evaluating environmental claims, adding a layer of credibility that benefits both businesses and consumers.

Why This Matters for You: Consumers and Businesses Take Note!

As consumers, we can finally be confident that the "green" claims we see are genuine. This empowers us to make informed choices that align with our values and support businesses that are truly making a difference.

For businesses, this is an opportunity to shine! By embracing transparency and verification, you can build trust with environmentally conscious consumers and differentiate yourself in the marketplace. Think of it as a green badge of honor, setting you apart from the competition.

The Green Revolution Starts with Transparency

The new EU Green Claims Directive and national-level actions like Sweden's potential adaptations are a significant step forward. By working together, businesses, consumers, and governing bodies can create a marketplace that rewards genuine sustainability efforts and empowers us all to be part of a greener future. Let's take inspiration from Mahatma Gandhi's wisdom: "Be the change you wish to see in the world." Let's be the generation that ushers in an era of transparent and sustainable business practices.

Let's keep the conversation going! Share your thoughts and ideas on how we can continue to promote transparency and empower sustainable practices.

#GreenClaims #SustainabilityMarketing #Transparency #EU #Sweden #ISO

Eva Vati is an Entrepreneur and Regulatory Expert who helps Executives, Businesses, and Entrepreneurs future-proof their companies.

She is the CEO and Founder of VATI of Sweden , which is the first company in the world to give certification on integrating sustainability into business strategy. And also the Founder of VERIFY Agency of Sweden , which is the first?company in the world accredited to verify organizations' statements.

She has a loyal community of over 25,000 people who are committed to creating a better world by running businesses that promote sustainability, equality, and diversity.