Better Business Network Greenwashing Industry Report
The Better Business Network (BBN) have launched their 2024 Greenwashing Industry Report which aims to establish the challenges, themes and impacts of greenwashing in the UK.
The report, which was based around the BBN’s ‘Catalyst Conversations’ brings together publicly sourced available data as well as industry experts to provide a cross-section perspective on the state of greenwashing and its impact on businesses and consumers.
The report poses the question ‘What Can We Do To Challenge Greenwashing?’, with Catalyst Conversation participants bringing their unique insights and experiences adding to existing data.
63% of B2B Organisations Admit to Greenwashing
A study by Hattrick and the Carbon Literacy Project discovered that 63% of B2B businesses admit to greenwashing with the actual figure likely to be significantly higher. The report builds on these findings, with business leaders sharing their own experiences of greenwashing.
The report uncovers that whilst many businesses greenwash a significant proportion are also guilty of the opposite of this, greenhushing. The fear of greenwashing accusations is equally as prevalent across businesses, particularly amongst those taking internal social and environmental action with over 50% of participants knowing companies who have previously greenhushed.
Opportunities and Risks
The report delves into a series of challenges that businesses face in relation to greenwashing, including transparency; knowledge; collaboration; culture; legislation and issues surrounding certifications. Each of these provides a unique set of opportunities and risks for businesses to navigate.
The BBN highlights within the report that greenwashing occurs at all levels of society, from governments to individuals, suggesting that we all have a responsibility to act and hold others accountable.
The report gives readers tangible steps to take in order to tackle greenwashing, be this from an internal perspective or dealing with external miscommunication.
James Dady, The Better Business Network Community Manager and Catalyst Conversation Moderator
“We really need businesses to start taking their communications seriously. Although regulators and the government have a real responsibility and need to step up, ultimately it falls upon those who want to be ‘better businesses’ to ensure they are not engaging in greenwashing. This report can hopefully give you some valuable insights into the challenges that greenwashing poses in the current day, so that you don’t make the same mistakes others do”
Malin Cunningham, Founder & Managing Director of Hattrick
“BBN’s Catalyst Conversations provide a valuable platform for open discussions on critical business challenges. It’s really refreshing to be part of a network that explores these issues from multiple perspectives.
Greenwashing is a real concern for many organisations, and this report gives businesses key insights as well as practical advice. It will help them navigate this complex area with more confidence.”
About the Better Business Network
The Better Business Network (BBN) is an inclusive network for purpose-driven business owners and leaders who want to grow their business and make the world a better place. They help businesses grow their impact, income and audience while advocating for systemic change.
Members have access to events, tools, resources and workshops to help them on their journey to having a greater positive impact. They invest a proportion of the membership fees to support impactful organisations such as Client Earth, B1G1 projects and 1% for the Planet.
As a supporting member of the Better Business Act, they also actively lobby for improved government legislation to help businesses create positive systemic change. They believe that collective action is the key to building a better future for people and the planet.
What is a Catalyst Conversation?
The Better Business Network runs monthly Catalyst Conversations (similar to a roundtable) on specific topics with relevant business leaders and experts. In contextualising greenwashing they look to understand some of the challenges businesses face when trying to build a team for a better world, and the opportunities there are to have a greater positive impact.
The idea is to leverage the experience and expertise of those in the room and pass on actionable advice that can help others make a greater positive impact, hopefully causing those ripples of change!
These Catalyst Conversations take place across the country, giving industry experts from all over the UK a chance to share their knowledge and tackle difficult subjects. Each Catalyst Conversation is facilitated and moderated by the Better Business Network.
Find out more and get involved here.
