How to get certified without greenwashing

Certifications can really help printers to show they’re working towards sustainability – but are they always what they seem?

Environmental consciousness is no longer a niche concern. It has become a significant factor influencing consumer decisions. Businesses, including those in the printing industry, are increasingly seeking certifications to demonstrate their commitment to sustainability. These certifications can signal a company’s dedication to addressing climate change, safeguarding human rights, having a clear, ethical supply chain and promoting overall sustainability. However, the rise of greenwashing – which relates to making deceptive claims about environmental practices or shouting about things that don’t really make a big difference – poses a serious challenge. Here we look at the benefits of certifications, the risks of greenwashing and practical steps printers can take to really make a difference.

Benefits of certification

Certifications can offer numerous advantages to print sector businesses.

1. Meeting customer expectations: Today’s consumers are more environmentally conscious than ever before. They increasingly prefer to do business with companies that share their values, particularly when it comes to sustainability. By obtaining reputable certifications, printing businesses can attract and retain eco-minded customers. Certifications such as OEKO-TEX, Global Organic Textile Standard, GREENGUARD Gold, ISO 14001, Fairtrade and EU EcoLabel provide visible proof of a company’s commitment to green practices, boosting customer trust and loyalty while enhancing the company’s reputation

2. Addressing climate change: Certifications often require companies to adhere to strict environmental standards, which can significantly reduce their carbon footprint. This not only benefits the environment but also positions the company as a leader in combating climate change. For example, ISO 14001 focuses on effective environmental management systems, pushing businesses to reduce waste and improve energy efficiency.

3. Safeguarding human rights: Certifications such as Fairtrade and OEKO-TEX ensure that products are made under conditions that respect human rights, including working towards the eradication of modern slavery. This commitment can enhance a company’s reputation and standing, appealing to consumers who prioritise ethical sourcing and production practices.

4. Promoting sustainability: Certifications such as ISO 14001 and EU EcoLabel encourage continuous improvement in environmental management. This ongoing commitment to sustainability can lead to operational efficiencies and long-term cost savings. Companies adhering to these standards often find that sustainable practices lead to reduced resource consumption and lower operational costs.

Risks of greenwashing in certifications

Despite the benefits, certifications are not immune to misuse. Greenwashing in the printing industry can manifest in several ways:

1. Fake certification: Some companies might use logos or claims of certifications that they have not actually earned. This deceitful practice can mislead customers and tarnish the industry’s reputation. False certifications undermine the credibility of genuine certifications and can lead to widespread consumer mistrust and cynicism.

2. ‘Working towards’ certification: Claiming to be ‘working towards’ certification without having met the necessary standards is another form of greenwashing. This implies a level of commitment and progress that may not really exist, misleading customers into believing the company is more environmentally friendly than it actually is.

3. Eco-opportunism: This involves exploiting the green movement for marketing benefits without implementing genuine sustainable practices. It’s a superficial commitment to environmentalism designed solely to boost sales and polish a company’s reputation. Ironically, eco-opportunism can actually damage a company’s reputation if uncovered, leading to consumer backlash and loss of trust.

4. Structural inertia: This refers to companies resisting meaningful change and making minimal efforts to obtain certifications. They may achieve the bare minimum to obtain a certification without truly integrating sustainable practices into their operations. This stagnant approach prevents genuine progress towards sustainability.

5. Free rides: Companies might benefit from the general green reputation of the industry or a specific certification without actively contributing to its principles. This free-riding diminishes the value of certifications and can demotivate companies that are genuinely striving to meet high standards. It can also mislead customers.Best practices for printers to avoid greenwashing

Best practices for printers to avoid greenwashing

To maintain credibility and truly benefit from certifications, printing companies should adopt the following practices:

1. Transparency in processes: Be open about where you stand in the certification process. If you’re working towards a certification, provide specific timelines and updates on progress, share genuine landmarks. Transparency builds trust with customers and stakeholders, demonstrating a genuine commitment to achieving and maintaining high standards.

2. Genuine engagement: Engage deeply with the certification process. Understand the criteria and make the necessary changes to meet them. This often requires looking beyond your immediate operations to assess and improve practices across your supply chain. Real engagement means not just meeting the standards but integrating them into the company’s culture and operations.

3. Beyond box-ticking: Treat certifications as more than just a box-ticking exercise. They should represent a genuine commitment to sustainability and ethical practices, not just a marketing strategy. This involves going beyond the minimum requirements and continuously striving to exceed standards.

4. Continuous improvement: Sustainability is an ongoing journey. Regularly review and refine your practices to ensure you’re not only maintaining but also improving your environmental performance. Setting long-term goals and regularly assessing progress can help maintain momentum and drive further improvements.

5. Employee engagement: Ensure that all employees understand the importance of these certifications and are involved in achieving and maintaining them. This fosters a culture of sustainability within the company. Employee involvement can lead to innovative solutions and a more cohesive approach to meeting sustainability goals.

6. Research: While many certifications are purely positive, there’s an increasing amount of controversy even around some popular ones. For example, the FSC (Forestry Stewardship Council) has been criticised for certifying companies involved in illegal logging in Brazil. It pays to research which certifications embrace real positive change.

By avoiding greenwashing and committing to authentic, transparent and continuous improvement, printing businesses can build trust, enhance their reputation and contribute positively to the environment. Certifications should be a testament to genuine efforts and not just a marketing ploy. Adopting a holistic approach to sustainability ensures that the benefits of certifications are real and impactful, fostering a better relationship with customers and the planet.