Voluntary Carbon Market: an effective tool against retailers’ greenwashing claims?

Why is greenwashing a significant concern for retailers in the context of sustainability and climate change?

Greenwashing is a particular concern for the retail sector as many companies are making great strides towards becoming more sustainable, but risk being disadvantaged if they have to compete against greenwashers.

With global warming now likely to surpass the key threshold of 1.5°C in the next four years, there is added urgency for companies and brands to play a part in actively addressing the climate crisis – which makes accusations of greenwashing more concerning. 

What are the key ethical and environmental reasons for retailers to be transparent about their sustainability efforts rather than inadvertently engaging in greenwashing?

Transparency on sustainability efforts is absolutely vital to making meaningful progress on this issue. Publishing sustainability commitments has the power to inspire others, shift mindsets and encourage collaborative approaches. 

The alternative is a secretive approach whereby retailers do not talk outwardly about the climate strategies they are pursuing. This is known as ‘greenhushing’, and can be equally – if not more – damaging to climate efforts. 

Indeed, we’ve seen several examples of fear of being namechecked as ‘greenwashers’ cited as a reason for companies to stop investing in solutions with the potential to address the climate crisis. This should not be the case – companies choosing to take less immediate action because image-wise it is easier than opening themselves up to potential criticism about their green credentials is both bad for business and for the planet. 

How can retailers effectively communicate their environmental and sustainability efforts to consumers without resorting to greenwashing tactics?

Retailers should worry less about headline-grabbing claims to be ‘carbon neutral’ and instead

focus on setting a credible science-based net zero target, planning an ambitious pathway to achieve it  through reducing value chain emissions where possible. 

However, very few organisations will be able to get near net zero goals by relying on emission reductions alone. They will be left with residual emissions and will need carbon credits to offset them – which is where the voluntary carbon market comes in. In addition to reducing internal net zero goals, the VCM also allows companies to make a positive contribution to global net zero ambitions, reducing emissions beyond their own value chains.

What is the Voluntary Carbon Market (VCM), and how does it function as a tool for retailers to address their carbon emissions and support climate action?

In short, the VCM enables retailers to invest in carbon credits. These are generated by activities that reduce or remove emissions through nature-based solutions, such as afforestation or reforestation and the protection of existing high carbon stock natural assets, for instance peatland or tropical forestry, or through technological innovation in renewable energy, energy efficiency or carbon capture and storage.

Beyond environmental benefits, engaging in the VCM strategically enhances retailers’ brand reputation, showcasing a commitment to sustainability that resonates with eco-conscious consumers. 

In addition, the VCM provides a cost-effective solution that allows retailers to balance relatively low-cost strategies with delivering significant value to consumers and stakeholders. Rather than a cost to the business, it’s a source of competitive advantage—for B2C & B2B—raising debt, securing insurance, and retaining talent.

What role do carbon offsets play in the VCM, and how can retailers use them to offset their carbon emissions?

By purchasing carbon credits, companies – including retailers – can compensate for, or offset, their residual emissions by investing in projects that reduce or capture an estimated equivalent amount of greenhouse gases. If there are aspects of a retailer’s operations that generate emissions that they can’t realistically do anything about in the immediate term, then they can still reduce their environmental impact through carbon credits.

Are there any best practices for retailers looking to engage with the VCM to genuinely reduce their carbon footprint?

The first step for retailers on the pathway to net zero should be to establish clear and measurable emission reduction targets aligned with their corporate sustainability goals. Then, in the near term, compensate for any residual emissions by purchasing a corresponding amount of high-quality carbon credits. 

The key thing to remember is that investing in carbon credits is not an alternative to reducing operational or supply chain emissions. Reaching net zero requires companies to make the most of the tools and strategies available now, while working towards long-term emission reductions.

In what ways can consumers and investors distinguish between retailers genuinely committed to sustainability and those merely engaging in greenwashing?

Investment in carbon credits is a strong indicator that a company is committed to sustainability. Participation in the VCM is voluntary, and therefore a likely sign that a company is taking important steps to address their impact on the environment and reduce their emissions. The quality of carbon credits a company invests in can also be verified by reputable organisations or standards bodies, such as Verra. 

Along with this, retailers genuinely committed to sustainability will be transparent in both their goals and initiatives – backing their claims with data, reports, and information on their efforts. Finally, consumers and investors should consider whether the retailer has set long-term sustainability goals, or whether they are simply making short-term, superficial efforts.  

What role do regulatory changes play in the prevention of greenwashing?

It’s encouraging to see increased government oversight that ensures retailers are held accountable for any misleading green claims and takes offsetting more seriously as a cost-effective strategy for achieving emission reduction targets. Ultimately, regulation is essential in enhancing the credibility of the VCM and in preventing retailers from making false or misleading environmental claims.  

What are some potential challenges and obstacles retailers might face when trying to implement more authentic sustainability practices?

Shifting from a culture that prioritises profit over sustainability to one that genuinely values environmental and social responsibility can be a complex journey for retailers. Notably, employees and leadership may resist these changes. 

Authentic sustainability practices require transparent reporting on progress and impact. This can be a substantial hurdle for retailers accustomed to operating with limited disclosure and transparency in the past. 

Trust is another critical challenge. Customers who have previously encountered greenwashing may approach a retailer’s sustainability claims with scepticism.

Lastly, how does the retail sector’s commitment to sustainability and its avoidance of greenwashing impact broader global efforts to combat climate change?

Failing to slow global warming will lead to extreme temperatures, flooding and water scarcity, which in turn will cause all manner of disruptions for global supply chains, including facility closures, production delays and increase in operational and capital costs on operations.

The cost of inaction is therefore substantial and the retail sector can significantly speed up global efforts to mitigate these risks. Genuine sustainability efforts educate consumers, transform markets, promote innovation, and influence competitors.

In a nutshell: reduce emissions and invest in the VCM to contribute towards Global Net Zero.