"When there is a flood of claims from technology suppliers and service providers, such as 'net zero,' 'planet‑positive,' and '100% renewable,' how do you separate real progress from polished spin? Regulators have repeatedly shown how widespread the problem is. In a 2021 EU screening of websites, authorities had reason to believe the statements were exaggerated, false, or deceptive in 42% of them and companies failed to provide easily assessable evidence in over half of them."
"Meanwhile, even as the ambitious Green Claims Directive has stalled, new rules already ban vague environmental terms and offset‑based 'climate neutral' marketing unless proven and verified. Forrester predicts that 2026 will be a watershed moment for environmental sustainability, marking a clear divide between performative sustainability and authentic, integrated climate action. Use the playbook below to pressure‑test supplier marketing and avoid becoming complicit in greenwashing."
Regulators have found widespread exaggerated or deceptive sustainability statements, with 42% of screened websites flagged and many lacking accessible evidence. New rules prohibit vague environmental terms and unverified offset-based 'climate neutral' claims. A clear gap will emerge between performative sustainability and integrated climate action by 2026. IT leaders must pressure-test supplier marketing using a playbook. Key red flags include broad unsubstantiated language, vague metrics without Scope 1 and 2 disclosure, and '100% renewable' claims backed only by certificates or offsets. Offsets can address hard-to-abate emissions but require transparency and credible mitigation strategies.
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