The New Green claims directive: A path to authentic sustainability

As the EU rolls out the Green Claims Directive to combat "greenwashing" and promote genuine environmental sustainability, businesses face new compliance challenges. Discover how Knightec's expertise can guide your company toward adherence and innovation in this evolving landscape.

?

In recent years, there has been an expansion of sustainability claims from companies across various industries. However, many of these claims have lacked substantiation or have beenoutright misleading, contributing to the phenomenon known as greenwashing. This practiceundermines consumer trust and hampers genuine efforts towards sustainability. The need for clear and credible communication regarding the company’s environmental and social credentials is now more pressing than ever.

With the proposal of the Green Claims Directive, the European Union takes a significant step towards ensuring that companies' sustainability statements are truthful, accurate, and verifiable. This initiative is set to transform how companies communicate the impact of their products and services, aiming to instill a culture of transparency and authenticity.

For businesses, this represents a dual challenge and opportunity. The immediate challenge lies in aligning current practices with the new standards, requiring a thorough reassessment ofhow environmental and social topics, as well as the governance of these, are substantiatedand communicated.

On the other hand, the Directive opens up opportunities for innovation. As the market adjusts to these new standards, there is a clear advantage for companies that can lead the way in developing sustainable business models, products and solutions, and communicate this in a transparent and truthful manner.

The Green Claims Directive is a testament to the EU's commitment to a more sustainable future as part of the broader European Green Deal. For businesses, adapting to this new Directive is not just about compliance—it's about seizing the opportunity.?

Knightec is at the forefront of this transition, offering strategic guidance on integrating sustainable practices into your business model, product design, and operations. Our team of sustainability consultants can help your business navigate these new regulations, ensuring that your green claims are compliant and resonate with increasingly conscious consumers.

Our approach is holistic, encompassing everything from supply chain management to consumer engagement, ensuring that sustainability is woven into the fabric of your business.

Knightec offers strategic sustainability services, including environmental footprint calculations, emission reduction targets, sustainability reporting, education on upcoming legislation, and enhancing product circularity. We assemble a dedicated team spanning Sustainability , Energy , and Cybersecurity to create tailored solutions for your needs.

We thank Maria (Mia) Gjerde for her insights regarding the Green Claims Directive and strategiesfor ensuring the authenticity of corporate information.