Key Takeaways
Your toolkit for spotting deception
Your Progress
Section 5 of 5Core Detection Principles
Trust, But Verify
Never take environmental claims at face value. Always look for third-party verification, specific metrics, and transparent methodologies.
Follow the Money
Check if sustainability spending is material (>5% of capex) and if executive compensation is tied to climate outcomes. Token investments mean token commitment.
Demand Absolute Numbers
Percentages hide growth. A 20% efficiency gain means nothing if total emissions grew 50%. Always ask for absolute totals and year-over-year changes.
Watch the Timeline
Distant targets (2050+) are accountability theater. Look for ambitious 2025-2030 milestones with consequences for missing them.
Check Scope 3
For most companies, 70-90% of emissions are Scope 3 (supply chain, product use). If it's missing, the report is incomplete.
Take Action
As a Consumer
- →Research certifications before purchasing (use Ecolabel Index)
- →Demand proof: email companies asking for verification data
- →Support brands with transparent, third-party audited claims
- →Report false claims to FTC (ftc.gov/complaint)
As an Investor
- →Read full sustainability reports, not just executive summaries
- →Ask about Scope 3 emissions in shareholder meetings
- →Check if climate targets are SBTi-approved
- →Divest from habitual greenwashers after engagement fails
As an Employee
- →Question internal sustainability metrics—are they rigorous?
- →Push for science-based targets, not marketing targets
- →Call out greenwashing in marketing materials internally
- →Support whistleblower protections for exposing false claims
🔗 Essential Resources
Verification Databases
- • Ecolabel Index (ecolabelindex.com)
- • Science Based Targets (sciencebasedtargets.org)
- • CDP Disclosure System (cdp.net)
- • GRI Sustainability Database (database.globalreporting.org)
Watchdogs & Investigators
- • InfluenceMap (corporate climate lobbying)
- • Climate Action 100+ (investor engagement)
- • Changing Markets Foundation (investigations)
- • DeSmog (fossil fuel PR tracking)
Regulatory Bodies
- • FTC Green Guides (USA)
- • UK Advertising Standards Authority
- • EU Green Claims Directive
- • SEC Climate Disclosure Rules
Research & Analysis
- • NewClimate Institute (corporate assessments)
- • Carbon Market Watch
- • The Guardian climate investigations
- • Verra Registry (project lookup)
Why This Matters
Greenwashing isn't just annoying marketing—it's an existential threat. Every dollar that flows to a greenwasher is a dollar not funding real climate solutions. Every year spent on corporate theater is a year of rising emissions.
The window to limit warming to 1.5°C is closing. We don't have time for companies to "explore commitments" or "pilot initiatives." We need verified, immediate, absolute emission reductions.
You now have the tools to demand better. Use them.