Real Vs deceptive sustainability 

In a world which is becoming increasingly aware of the need to protect the environment, the term ‘sustainability’ has become omnipresent.

IT’S ECO, IT’S LOGICAL

Share


Nowadays, consumers no longer consider sustainability as an aesthetic issue, but as an ethical issue. They increasingly demand more transparency and good governance from companies. We are no longer happy to simply buy a product or enjoy a service, people want to know where it comes from, how it was made, if they have  respected human rights, the working conditions of people working at the company or their traceability.

The evolution of the term corporate social responsibility (CSR) to today’s sustainability doesn’t mean there has been a change to the essence of the concept. It means: “satisfying the needs of present generations without compromising the possibilities for future generations to satisfy their own needs”.
However, there is a crucial distinction that should be made between real and deceptive sustainability. This difference is fundamental in understanding which practices really contribute to a greener future and which ones simply create an illusion of environmental commitment.



Real sustainability

Real sustainability involves specific actions and practices that have a positive and measurable impact on the surroundings. Not only do these actions seek to comply with certain standards or laws, but they are also deep rooted in the mission and day-to-day operations of an organisation or individual.

Some examples of real sustainability include:

  • Use of renewable energies: Implementation of clean energy sources, such as solar, wind or geothermal, rather than depending on fossil fuels.
  • Waste reduction: effective recycling and composting programmes, reduction in the use of single use plastics and appropriate management of harmful waste.
  • Energy efficiency: adoption of technologies and practices that minimise energy consumption, such as LED lighting and high efficiency equipment.
  • Encouraging biodiversity: protection of natural habitats, reforestation and sustainable agricultural practices that preserve biodiversity.
  • Transparency and responsibility: detailed and verifiable sustainability reports that reflect both successes and areas for improvement. These actions are indicative of a commitment to sustainability and generally require significant investments in terms of time, money and resources.

Deceptive sustainability

Deceptive sustainability refers to actions which, despite appearing to be sustainable at first glance, are superficial or even misleading. This phenomenon, often called greenwashing, is a tactic used by some companies to improve their public image without making substantial changes.

Some examples include:

  • Misleading advertising: messages highlight a minor aspect of sustainability while hiding harmful practices.. For example, advertising  packaging as being recyclable while continuing to use highly polluting production processes.
  • Dubious certifications: use of ecological labels that are not backed by rigorous standards or independent audits.
    Carbon offsetting: buying carbon credits without implementing real changes to operations that reduce emissions.
  • Inconsequential sustainability projects: initiatives like planting trees or cleaning beaches that, although beneficial, don’t deal with the fundamental causes of pollution and climate change.
  • Partial reports: documentation that only presents the positive aspects of sustainability practices, omitting areas that require improvement.



How to distinguish between real and deceptive sustainability

  • Transparency: truly sustainable organisations prove their practices and challenges. Proof of this transparency is the publication of detailed reports and sustainability audits.
  • Certifications: checking whether ecological certifications come from recognised bodies and that practices have been audited independently.
  • Global impact: if sustainable practices are integrated throughout the value chain and are not just isolated initiatives, they form part of the company's strategy and it isn’t just a sticking plaster.
  • Long-term commitment: These actions are indicative of a genuine commitment to sustainability and generally require significant investments in terms of time, money and resources.
  • Business practices: verifying how the company really operates is recommended and whether there is consistency between their real day-to-day practices and their sustainability statements.


You may also like