Greenwashing implies any dishonest practices used by organisations to represent themselves as more sustainable either by giving a false impression or providing misleading information regarding the sustainability of a product/service.
It has multiple negative consequences. In addition to regulatory action, it could also result in loss of business, consumer trust and reputation loss to the organisation. It also weakens sustainability efforts by brands that are genuinely contributing to the environment and harms legitimate eco-friendly brands.
Strategies for an authentic engagement with sustainability:
India has developed a comprehensive framework of regulatory bodies, laws, and standards to combat greenwashing. It is crucial for regulators and organisations to collaborate and take proactive measures.
Organisations should adopt transparent and credible sustainability practices. Educating consumers and raising awareness about greenwashing can significantly mitigate this issue, ultimately benefiting society and the environment. These efforts ensure the integrity of environmental claims across various sectors. Such measures are designed to protect consumers, investors, and the environment by promoting transparency and accountability in sustainability practices.
From insight to action: A pragmatic approach to combat greenwashing
Understand what is greenwashing, its key regulations and strategies for an authentic engagement with sustainability
Key Contacts
Mustafa Surka
Partner, Forensic Services, Risk Advisory Consumer Markets & Retail Leader
KPMG in India
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