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About Carbmee & Decarbonization

Frequently asked questions and their answers about EIS carbon management solution of carbmee.

Our product can be used by customers interested in measuring and reporting their carbon emissions. However, it goes beyond that. It was designed for reduction – helping customers to make data-driven decisions based on factual information about their value chain emissions and achieve net-zero targets in a cost-efficient way.

Most of our competitors’ platforms use spend-based calculation alone, which isn’t precise enough to include primary, operations data or provide results that can help companies identify actionable hotspots. Our approach is to use both spend-based and activity-based calculations for the most thorough and precise results possible. 

We provide spend-based calculation to set a baseline for Scope 1 and 2 as well as to identify hotspots if needed. At the same time, we guide our users towards collecting and growing their emissions data within the organization and increasing activity-based data coverage. 

We provide activity-based calculation to tackle emissions that can be the most difficult to measure throughout the value chain, i.e. Scope 3. While many competitors avoid using activity-based calculations due to their complexity, carbmee has streamlined the process, to deliver on results that are 30% more accurate and actionable insights for carbon reduction strategies. 

What makes carbmee different from its competitors?

We have developed our own categorization for how we break down all of your company’s emissions, which are:

      Company Carbon Footprint...

calculates CO2e emissions across your entire company, i.e. all suppliers, internal processes and products;

covers all phases of the company, i.e. Scope 1, 2, and 3;

fulfills regulatory and sustainability reporting requirements;

enables identification of strategic reduction opportunities.

Product Carbon Footprint...


enables carbon reduction along the product development process;

commonly required to win tenders, report on progress, and comply with regulations.

Supplier Carbon Footprint...


calculates climate impact across all suppliers;

covers all phases of the supply chain, i.e. Scope;

identifies cross-supplier/category reduction opportunities;

enables collaboration with suppliers for joint carbon reduction.

What kind of carbon footprints do you calculate?

Yes, our solution is system-agnostic and can integrate with any ERP system.

Can we integrate our ERP system data directly into carbmee’s EIS™ platform?

Yes, our solution provides precise information for compliance with major sustainability reporting standards like CDP and GHG Protocol.

Can I use international reporting frameworks?

While Excel is the classic solution for formatting, organizing and calculating data, it is also entirely manual – not at all optimized for the complexity of corporate carbon management. 

Carbmee’s EIS™ Carbon Management Solution automates carbon management, not only making carbon management easier but also delivering on: 

calculations 80-90% faster than with Excel;

the opportunity to collaborate on data collection – streamlining data from multiple sources (e.g. suppliers, various internal teams, etc.);

a variety of features built for reduction like analytics for easy hotspot identification, an initiative planner for planning reduction path and high ROI initiatives, as well as automated reporting.

Why is carbmee better than my company’s internal excel solutions?

We use a variety of databases, including comprehensive activity-based databases such as ecoinvent, as well as industry specific ones such as carbon minds and Exiobase for clients in need of spend-based carbon calculations.

Which database do you use for emission calculations?

Yes, all of our 3rd party database partners provide transparent and auditable data on request.

We have different packages that can be set-up based on customer’s needs and value chain complexity. Talk to one of our decarbonization experts to get a quote for your company.

FAQ about our product and solution

A list of all frequently asked questions about carbmee's carbon management solution with the answers.

All questions about carbmee's carbon management solution

All answers about carbeem's carbon managemnt software and how we help organisations decarbonize.

Carbmee sits at the nexus of technology, digitization, and sustainability, with the vision of driving the sustainable transformation of businesses with environmental intelligence in order to achieve net-zero by 2050. Carbmee’s Environmental Intelligence System ™ (EIS) is an enterprise software solution for value chain carbon management, specializing in Scope 3 emissions analysis and reduction potential.

Carbmee’s EIS™ Carbon Management Solution is not just a reporting tool or an offsetting platform – our Solution is about integrating operational ERP data to identify where to abate emissions at their source and managing carbon reduction initiatives as effectively as possible. By linking emissions from materials, transactions, logistics, and supplier data to globally recognized standards and methodologies, our Solution calculates carbon footprints down to a supplier-specific level. 

What is carbmee’s EIS™ Carbon Management solution?

We’re trying to make the biggest impact we can and that means working with some of the world’s largest companies, which also have complex supply chains (i.e. companies with significant Scope 3 emissions). We also work directly with suppliers to analyze and verify their carbon footprint.

What kind of companies does carbmee work with?

The climate crisis is intensifying and with it so is the need for companies to comply with regulations, but also to develop more resilient supply chains, lower their climate risk, and continually make their operations more sustainable overall. Our Solution gives companies the chance to not only fulfill their emissions reductions pledges, but to truly operate carbon-aware now and far into the future.

Why should my company decarbonize its value chain?

Scope 1 emissions are direct emissions from owned or controlled sources.
Scope 2 emissions are indirect emissions from the generation of purchased energy. 
Scope 3 emissions are all indirect emissions (not included in scope 2) that occur in the value chain of the reporting company, including both upstream and downstream emissions.

About carbmee & decarbonization

Details about how carbmee can help you in your decarbonization journey and how our EIS carbon management software can help reduce your carbon footprint.

Our team is composed of industry experts specialized in procurement, business consulting, technology, and more. This means we have the domain knowledge to understand our customers’ challenges and needs – and the know-how to solve them.

To ensure our customers are able to have the greatest impact on their net-zero journey, we also provide:

one-on-one guidance and recommendations on how customers can start and level-up their decarbonization;

online courses that explain what net-zero is and how to use our product from end-to-end of your enterprise;

webinars and events with industry experts, focused on net-zero for both the planet and your company’s sustainable business performance.

How does carbmee support teams from end-to-end of your enterprise?

Yes, our Consultancy Partners are key in supporting our joint customers to eliminate implementation barriers, maximize low-carbon capacity, and achieve breakthroughs in sustainable business performance. 

We are a consultancy firm interested in EIS™ Carbon Management for our clients’ projects. Can we partner with carbmee?

Yes, carbmee provides both personal support from our Customer Success Managers but also through our interactive learning platform, carbmee Academy. Customer Success Managers ensure that every customer is guided through:

their decarbonization journey, i.e align use of Carbmee with business goals and strategy;

how to leverage EIS Carbon Management to achieve meaningful carbon reduction goals;

mapping challenges to match for solutions, i.e. product discovery and co-development.

Is there support available when using EIS™ Carbon Management?

How carbmee can support you in meeting Net-Zero goals

The market rules have changed and there is increasing pressure for businesses to address their climate impact. Failing to implement a robust carbon management software such as carbmee’s Environmental Intelligence System (EIS™) to support your company’s net-zero journey can pose significant risks to your business. As regulations tighten, customers demand for more transparent operations, and investors assess climate risks, companies that neglect to implement carbon management software stand to face a multitude of challenges. Especially the ones with large and complex supply chains in carbon-intensive industries.

In this blog post, we dissect the potential consequences of forgoing a carbon management software solution – a decision that can prove costly in the new low-carbon economy.

Failing to adopt a carbon management software system could lead to a critical setback in the upcoming Carbon Border Adjustment Mechanism (CBAM) requirements. Without automated data collection and reporting, your company may struggle to provide accurate carbon footprint information, resulting in missed deadlines and potential financial penalties.

The CBAM, set to take effect by January 2024, aims to ensure that companies importing goods from outside the European Union disclose the climate impact of those goods. Companies that lack an efficient carbon management software risk failing short in meeting these compliance deadlines. Without automated data collection and reporting capabilities, the process of calculating and disclosing product carbon footprints becomes extremely time-consuming and prone to human error. Such delays or mistakes not only hinder your company’s ability to comply but also expose it to potential penalties, impacting both your bottom line and reputation.

1. Missing CBAM Compliance Deadlines and Potential Penalties

As customer demand for product carbon footprint disclosure escalates, companies without a streamlined carbon management approach may struggle to keep up. Manual data collection and analysis can strain resources and divert valuable time and effort from core business activities. This could hinder your ability to fulfill customer demands for transparent, eco-friendly products.

As global awareness of climate change continues to grow, consumers are increasingly seeking transparency regarding the environmental impact of the products they purchase. Companies that lack an automated carbon management software system may find themselves grappling with the complexities of manual data collection and analysis. This resource-intensive process diverts valuable manpower and time away from core business activities. Moreover, the lack of a streamlined approach may result in delayed responses to customer demands for product carbon footprint disclosure, potentially leading to missed business opportunities and dissatisfied customers.

2. Straining Resources in the Face of New Demands for Carbon Transparency

In a market where carbon neutrality is an increasingly sought-after attribute, companies without efficient carbon management risk falling behind. Failure to provide carbon neutral products in their portfolio, might lag behind competitors that prioritized efficient carbon management. Redesigning products to reduce their carbon footprint is no easy task, without a carbon management software that provides transparency and enables the company to benchmark the carbon performance of alternatives materials and suppliers hinders their ability to be the first to offer suitable options to customers, which may result in a loss in market share.

As customers increasingly prioritize sustainability, they seek out products and services that align with their values and net-zero objectives. Without an effective carbon management software, your company loses the ability to monitor climate performance in real-time and report reduction of emissions as requested by customers. As a result, your company may lose credibility in the eyes of environmentally conscious consumers, potentially leading to a declining market share and diminished brand reputation.

3. Hindering Market Position without Carbon Neutral Products

The absence of a robust carbon management system may hinder your company's ability to build resilient, low-carbon supply chains. Without insights into supplier emissions and sustainability practices, you risk partnering with less environmentally conscious suppliers. This vulnerability could impact the reliability and performance of your supply chain, potentially leading to disruptions.

Supply chain resilience and sustainability are integral components of modern business operations. Companies that disregard the adoption of carbon management software may find themselves lacking essential insights into the emissions profiles and sustainability practices of their suppliers. This lack of visibility can result in partnerships with suppliers that have higher carbon footprints and lower sustainability standards. In the long run, such partnerships could undermine the reliability and performance of your supply chain, exposing your company to potential disruptions and reputational risks.

4. Vulnerable Supply Chains and Supplier Relations

Companies that do not embrace carbon management software may find themselves at a disadvantage in attracting environmentally conscious investors. As the investment landscape shifts towards sustainability, failure to demonstrate a commitment to emissions reduction and responsible business practices could result in missed investment opportunities. Greener companies offering lower compliance and market risks may receive more attention from investors.

The global investment landscape is undergoing a transformation as environmental, social, and governance (ESG) considerations take center stage. Companies that fail to integrate a robust carbon management strategy may struggle to attract environmentally conscious investors who prioritize sustainable practices and responsible business behavior. In an era where sustainability is closely tied to long-term financial success, companies that lack a clear commitment to emissions reduction and responsible operations may find themselves overlooked in favor of greener alternatives with lower compliance and market risks.

5. Loss of Investment Opportunities in the Low-Carbon Economy

In the carbon management industry, the Environmental Intelligence System (EIS™) stands as an all-encompassing solution, empowering companies to overcome climate challenges in a holistic, effective and quick way. With its cutting-edge technology, the EIS™ addresses the key risks discussed earlier and positions your company for net-zero success:

✓ Ensuring Fast CBAM Compliance and Avoiding Penalties

EIS™ streamlines data collection and reporting, enabling your company to meet CBAM requirements seamlessly. By automating the carbon footprint calculation process, EIS™ ensures accurate and timely reporting, sparing you from the financial penalties associated with non-compliance.

✓ Efficiently Managing Carbon Disclosure Demands

EIS™ automates your Product Carbon Footprint calculations, freeing up resources for innovation and growth. This automation ensures that your company can respond swiftly to customer demands for transparent, eco-friendly product information without compromising on core business activities.

✓ Thriving in the Low-Carbon Economy with Green Products

EIS™ transforms sustainability efforts into a competitive edge. Its precision carbon accounting and product lifecycle intelligence empower your company to make smart design decisions to reduce the environmental impact of your products, enhancing your position in the carbon neutral market and attracting conscious consumers.

✓ Building Resilient Supply Chains and Strengthening Supplier Relations

EIS™ leverages your ERP data to evaluate supplier emissions and sustainability practices. With this insight, you can make informed procurement decisions, building resilient, low-carbon supply chains that minimize risks and disruptions.

✓ Enhancing Investment Appeal in the Low-Carbon Economy

EIS™ positions your company as an attractive choice for environmentally conscious investors. By showcasing your outstanding climate performance through accurate carbon footprint measurement and reporting, EIS™ opens doors to green investment opportunities and favorable interest rates, ultimately improving your company's valuation.

Embrace EIS™ as your high-impact accelerator for net-zero success. Through automation, data precision, and actionable insights, EIS™ equips your company to navigate regulatory challenges, drive sustainability, optimize resources, and secure a competitive advantage. Break free from the limitations of traditional carbon management approaches and embark on a transformative journey towards a resilient, responsible, and prosperous future. Contact our experts at carbmee to learn how EIS™ can revolutionize your path to net-zero and unlock untapped potential.

Solving Challenges with the Environmental Intelligence System (EIS™): Your Path to Net-Zero Success

Unlocking Net-Zero Success with sustainability Software

Discover how sustainability Software ensures CBAM compliance, boosts transparency, and secures your company's future in the low-carbon economy.

The Carbon Countdown: Why Waiting on Software Implementation Is Risky Business

Collecting supplier emissions data is just the first step - turning it into actionable reduction strategies is where real impact lies. Carbmee’s approach demonstrates how organizations can move from static assumptions to measurable, actionable insights.

Secondary data, such as average emissions or spend-based calculations, provides a rough estimate but often misrepresents actual supplier practices. Primary data - bills of materials, energy sources, and waste management - offers the granularity needed to identify real hotspots and reduction opportunities. However, traditional approaches struggle: about 70% of companies report that lack of supplier emissions data is one of the most significant challenges in measuring Scope 3 emissions, highlighting why primary data is essential for credible carbon accounting (State of Supply Chain Sustainability Report 2025). Collecting this data requires clear guidance, training, and ongoing support for suppliers.

Manual collection via spreadsheets is no longer feasible for thousands of suppliers. Carbmee’s supplier portal provides a scalable solution for data input, validation, and analytics. Suppliers can directly upload verified Product Carbon Footprints (PCFs) or input primary activity data, enabling companies to track emissions at the SKU, material, and supplier level. Built-in validation ensures data accuracy and comparability.

As Frank Wenig, Head of Research and Development at Steinbeis Papier, explains:

“At Steinbeis Papier, we want to manage our environmental impact with the same level of precision as we manage our business. The EIS™ will help us gain complete transparency into the carbon emissions of our products and everything that goes into them, at the highest level of granularity. From the massive amounts of secondary fibers down to the last drop of retention aid.”

Leveraging Technology for Scalable Data Collection

Once primary data is collected, analytics enable companies to pinpoint the suppliers, materials, or processes contributing most to emissions. By modeling alternative scenarios - switching materials, changing suppliers, adopting renewable energy - organizations can prioritize interventions with the highest impact. Internal functions like procurement and R&D collaborate to assess feasibility and design supplier-level reduction pathways.

Identifying Hotspots and Driving Reduction

Beyond data collection, insights drive meaningful collaboration. Companies can support suppliers in reducing emissions through guidance, webinars, and benchmarking against peers. Over time, iterative measurement ensures progress, informs strategy, and strengthens supplier relationships. This approach transforms Scope 3 from a compliance challenge into a strategic lever for sustainability and cost management.

By connecting accurate supplier data to reduction strategies, companies gain visibility, control, and decision-making power. Not only does this accelerate emissions reduction, but it also enhances market positioning, supplier relationships, and long-term resilience turning Scope 3 challenges into actionable opportunities.

Turning Supplier Data into Actionable Carbon Reduction Pathways | Carbmee

Move beyond estimates. Turn primary supplier data into actionable Scope 3 insights using scalable technology, hotspot analysis, and data-driven reduction pathways.

The term greenwashing was first coined in 1986 by environmentalist Jay Westerveld. He noticed a hotel asking guests to reuse towels “to save the planet” while simultaneously expanding its operations into sensitive ecosystems revealing a mismatch between marketing and reality.

Today, greenwashing refers to when companies present themselves as more environmentally friendly than they actually are, often using vague, exaggerated, or misleading claims in marketing, branding, or investor communications.

At a time when climate goals are urgent and global emissions need to be halved by 2030, greenwashing erodes trust, misleads well-intentioned consumers, and gives companies a free pass to delay real action. It also creates unfair market conditions, companies investing in real decarbonization must compete with those simply marketing sustainability.

Why greenwashing is harmful to climate action

At first glance, greenwashing and genuine sustainability can look very similar. Both often use the language of climate action, net-zero goals, and responsibility. The key difference lies in substance versus storytelling.

Greenwashing focuses on perception. It prioritizes how a company appears to stakeholders, often relying on carefully crafted messaging, selective data, or vague promises that sound positive but lack measurable impact. Real sustainability, on the other hand, is rooted in action, evidence, and accountability. It requires companies to measure their environmental impact honestly, disclose it transparently, and take concrete steps to reduce emissions over time.

Here’s how they differ:

Greenwashing: Vague marketing claims
Real sustainability: Verified environmental data

Greenwashing: Focused on brand image
Real sustainability: Focused on emissions reduction

Greenwashing: Uses buzzwords without proof
Real sustainability: Uses frameworks like the GHG Protocol, CSRD, and SBTi

Greenwashing: Exaggerates small improvements
Real sustainability: Transparently reports real progress

Understanding this distinction is crucial. While greenwashing may deliver short-term reputational benefits, real sustainability builds long-term trust, regulatory resilience, and meaningful climate impact.

1986 – “Greenwashing” coined by environmentalist Jay Westerveld

2000s – Rise in eco-marketing as ESG enters the mainstream

2015 – Paris Agreement sparks global wave of climate pledges

2021 – Volkswagen’s Dieselgate scandal challenges sustainability claims

2022 – UN releases “Integrity Matters” report with guidelines for credible climate action

2023 – EU proposes legislation to crack down on greenwashing

2025 – EU expected to finalize and implement anti-greenwashing regulations

Greenwashing isn’t always obvious. In fact, it’s often designed to look and feel like genuine sustainability. As climate concerns grow and regulations tighten, some companies try to appear more responsible than they actually are hoping that good marketing can cover up a lack of meaningful climate action.

Below are ten of the most common greenwashing tactics used today in packaging, ESG reporting, corporate branding, and even investor communications. Understanding these red flags can help you ask better questions, spot inconsistencies, and demand more accountability.

1. Vague terms like “eco-friendly” or “green”

Words like “eco,” “green,” or “planet-safe” sound good but without definitions, evidence, or standards, they’re often just fluff. If there’s no context or data behind the claim, it’s likely meant to persuade, not inform.

2. Misleading imagery (trees, rivers, etc.)

Marketing that features lush forests, clean rivers, or animals often implies environmental responsibility even if the company’s product or service has little to do with sustainability. Imagery alone is not proof of action.

A company might highlight one small improvement like switching to recycled paper in their office while ignoring more significant emissions from their manufacturing or supply chain. Selective storytelling is a hallmark of greenwashing.

4. Highlighting one good while hiding the bad

Some brands focus on carbon-neutral packaging or water-saving initiatives while staying silent about fossil fuel investments, unsustainable sourcing, or factory pollution. Transparency means telling the full story not just the good parts.

Unverified labels or self-issued certifications can make a product look official without actually meeting any external sustainability standard. Always check whether a claim is backed by an independent, recognized body.

Carbon offsets can play a role in climate strategies, but relying on them without first reducing emissions is problematic. Offsets must be high-quality, verifiable, and used as a complement to - not a replacement for - emissions reduction.

7. Using “net zero” with no credible plan

Net-zero commitments without interim targets, milestones, or transparency around how emissions will actually be reduced are often hollow. A pledge without a plan is just another PR move.

8. “Natural” or “clean” without definitions

These feel-good terms are often used in consumer products, especially cosmetics, food, and cleaning supplies. But without explaining what makes something “natural” or “clean,” they mean very little and are open to broad interpretation.

9. Comparing unrelated products or processes

Claims like “50% more sustainable” or “greener than before” are often misleading if you don’t know what’s being compared. Going from 2% to 3% recycled content is technically a 50% improvement, but it’s still 97% unsustainable.

Just because something can be recycled in theory doesn’t mean it will be in practice. Materials that require specialized facilities, often unavailable in most regions, are frequently labeled as “recyclable,” even if they’ll end up in landfill.

10 Common Greenwashing Tactics to Watch Out For

As sustainability reporting becomes more mainstream, greenwashing has increasingly moved beyond consumer marketing and into ESG disclosures, carbon reporting, and climate commitments. While frameworks and regulations are improving transparency, the growing complexity of ESG reporting also creates opportunities for misleading or overstated claims.

Greenwashing in this context is often less visible, but potentially more damaging. Investors, regulators, and stakeholders rely on ESG data to assess climate risk and progress. When that data is incomplete, unverifiable, or selectively presented, it undermines trust and delays meaningful action.

Saying a product, service, or company is “climate-friendly” or “low carbon” without presenting measured emissions data is a common form of greenwashing. Credible ESG reporting requires quantified results, clear boundaries, and consistent methodologies, not high-level statements or marketing language.

Without independent verification or alignment with recognized standards (such as the GHG Protocol), sustainability claims are difficult to assess and compare. Third-party validation adds credibility and helps ensure that reported data reflects reality rather than internal assumptions.

Many organizations focus on Scope 1 and 2 emissions, which are easier to measure, while downplaying or excluding Scope 3 emissions. In many industries, Scope 3 represents the majority of total emissions. Ignoring it can significantly distort a company’s true climate impact.

Referencing frameworks like CSRD, SFDR, or SBTi without fully aligning reporting methodologies is another common issue. Simply naming a framework does not mean compliance. Credible reporting requires applying the framework correctly, consistently, and transparently.

Greenwashing in ESG and Climate Reporting

In response to the growing risk of misleading environmental claims, governments and international organizations are strengthening rules and guidance around sustainability communication. These efforts aim to protect consumers and investors while encouraging more honest and comparable reporting.

In the United States, the Federal Trade Commission (FTC) issues the Green Guides to help companies avoid deceptive environmental marketing. The guidelines state that:

Environmental claims must be clear, specific, and accurate

Labels should explain whether claims apply to the product, packaging, or a specific component

Comparative claims must be properly substantiated

While enforcement has historically been limited, violations can still result in legal action, financial penalties, and reputational damage.

The European Union is introducing stricter rules to combat greenwashing across the single market. Under the upcoming directive, companies will be required to:

Substantiate environmental claims with credible evidence

Avoid vague or generic terms such as “green” or “eco-friendly” without proof

Follow standardized disclosure and reporting practices

These rules will affect companies operating in or selling to the EU and will have wide-reaching implications across finance, manufacturing, retail, and supply chains.

The UN High-Level Expert Group on Net-Zero Emissions Commitments published the report “Integrity Matters” to address the credibility gap in climate pledges. The report sets out principles for trustworthy net-zero commitments, including:

Prioritizing actual emissions reductions over offsets

Reporting progress regularly and transparently

The UN has also called for stronger accountability mechanisms and clearer standards to prevent greenwashing at a global level.

How the UN is tackling misleading climate claims

A major driver of greenwashing is the lack of globally consistent reporting rules. That landscape is now changing with initiatives such as:

CSRD (Corporate Sustainability Reporting Directive)

SFDR (Sustainable Finance Disclosure Regulation)

ISSB (International Sustainability Standards Board)

Together, these frameworks aim to improve data quality, comparability, and transparency -helping close the gap between sustainability claims and actual performance.

The importance of harmonized ESG reporting standards

Greenwashing doesn’t always come from a place of deliberate deception. In many cases, it’s a byproduct of market pressure, internal gaps, or misaligned priorities. But regardless of intent, the result is the same: misleading claims that distort progress and damage trust.

Here are the most common drivers behind corporate greenwashing:

Today’s buyers care about the planet. In fact, 85% of global consumers now factor sustainability into purchasing decisions. Many are willing to pay more for environmentally responsible products, which creates a strong incentive for brands to appear green even if they haven’t made meaningful changes. For some companies, the temptation to “look sustainable” rather than “be sustainable” is too strong to resist.

The surge in ESG investing means that companies are under increasing pressure to demonstrate climate responsibility not just to customers, but to shareholders. Billions are flowing into ESG-labelled portfolios, yet many of these funds lack robust standards for validating claims. This has created a system where vague sustainability language can help secure capital, even in the absence of measurable impact.

Lack of internal sustainability expertise

Sustainability is complex and evolving quickly. Many companies simply don’t have the in-house knowledge, tools, or systems to accurately measure emissions, interpret frameworks, or validate their climate claims. Without the right expertise, it’s easy to unintentionally overstate progress or lean on outdated assumptions.

When sustainability messaging is led solely by the marketing team without close collaboration with supply chain, legal, data, or ESG functions the risk of greenwashing rises significantly. Well-meaning copywriters may promote initiatives that sound good, but aren’t aligned with the company’s actual performance or compliance obligations.

Greenwashing isn’t just a marketing issue, it has real consequences. From eroding public trust to delaying climate action, the ripple effects of false or exaggerated sustainability claims are wide-reaching.

Most people want to make responsible choices. Many are willing to pay a premium for sustainability, assuming that eco-labeled products have been vetted. Greenwashing exploits this good faith, directing money and attention toward companies that aren’t truly helping the environment and away from those that are.

Damages trust in sustainability as a whole

When green claims are exposed as false, the damage goes beyond a single brand. Consumers and stakeholders may become skeptical of all sustainability efforts, making it harder for credible companies to earn trust and for the industry to move forward with confidence.

Genuinely sustainable companies often invest heavily in decarbonization, ethical sourcing, and ESG reporting. But when competitors use greenwashing to tell a better story - without doing the work - they create unfair market conditions. This not only penalizes authenticity, but disincentivizes deeper investment in climate action.

Perhaps the most dangerous impact: greenwashing creates an illusion of progress, allowing companies to delay or avoid real emissions reductions. In a time when climate science is clear and urgent, false solutions waste precious time and stall the momentum needed to reach net zero.

Greenwashing is a deceptive marketing practice where companies exaggerate or falsely claim their products, services, or operations are environmentally friendly. The goal is to capitalize on growing consumer demand for sustainability—without making real efforts to reduce environmental harm. This often involves vague language, misleading visuals, or selective disclosure of facts to create a greener brand image than is warranted.

Greenwashing undermines genuine sustainability efforts by misleading consumers and creating unfair competition for businesses that are truly committed to environmental responsibility. It erodes trust, confuses the public, and slows down progress toward real climate and environmental goals. In many cases, it allows companies to continue harmful practices behind the mask of sustainability.

Vague or unverified claims (e.g., “eco-friendly” or “natural” without proof)

Lack of third-party certification or traceable data

Overemphasis on minor green initiatives while ignoring larger negative impacts

Misleading imagery like green packaging, leaves, or nature scenes that suggest eco-friendliness

Hidden trade-offs (e.g., recyclable packaging for a product with a high carbon footprint)

What are some common examples of greenwashing?

Fast fashion brands promoting “conscious collections” made with a small percentage of organic cotton while continuing mass production.

Automotive companies advertising fuel-efficient cars while lobbying against emissions regulations.

Food brands labeling products as “natural” or “sustainable” with no certification or transparency about sourcing.

Greenwashing Explained: What It Is and Why It’s a Problem | Carbmee

Greenwashing misleads the public with false sustainability claims. Learn how to spot it, avoid it, and why it undermines real climate progress.

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See carbmee EIS™ in Action

See carbmee EIS™ in action

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