驾驭绿色主张DNV避免绿漂指南（英）2025

DNV is an independent assurance and risk managementprovider, operating in more than 100 countries. Throughassessment and digital assurance solutions, DNV helpscompanies build trust and transparency around products,assets, supply chains and ecosystems. Whether certifying DNV’s guide to avoiding Our global team of experts supports organizations withindependent verification, life-cycle assessments, and strategicadvisory in the field of sustainability. Whether you’re defining Building trust through assurance, Find out more at www.dnv.com/supplychain Jamal MiahPrincipal Consultant,ESG & Sustainability Contents What are Green Claimsand why do they matter? Benefits of making Green Claims, also called Environmental or SustainabilityClaims, are public statements that communicate theenvironmental attributes or the reduced impacts ofproducts, services, or business operations. These claimsappear across marketing, labelling, digital platforms, Increasingly, stakeholders expect these claims to beindependently verified to ensure impartiality andstrengthen trust. In today’s global landscape – whereexpectations are rising even in the absence of binding Well-substantiated Green Claims do more than supportmarketing – they serve as a strategic asset for companiescommitted to sustainable growth. When grounded in Enhanced customer loyalty Sustainability is increasingly shaping consumer decisions.Studies show that most customers prefer brands withverified environmental credentials. Green Claims that aretransparent and fact-based foster trust, reinforce sharedvalues, and encourage repeat purchases. Over time, this Credible Environmental Claims also shape howstakeholders perceive a company. Employees seekout purpose-driven workplaces. Investors increasingly While these messages can strongly appeal toenvironmentally aware consumers, investors, andpartners, their credibility and accuracy are essential.The rapid increase in green messaging in recent yearshas prompted concerns about greenwashing – when Access to new markets and contracts Sustainability performance is becoming a keydifferentiator in procurement, especially in B2B and publicsector tenders. In industries like construction, food andbeverage, fashion, and electronics, demonstratingenvironmental impact is often a prerequisite for doing A well-substantiated Green Claim sends a strong message,not just about environmental performance, but about itstransparency, accountability, and long-term strategy. Bydefining, validating, and verifying Environmental Claims, Cost and operational efficiencies A credible Green Claim must be clear, evidence-based,and transparent. This involves precisely defining theenvironmental benefit, disclosing the methodology used Many of the improvements behind credible Green Claims,such as energy efficiency, waste reduction, packagingredesign, and resource efficiency, also drive cost savings.Lower resource consumption, increased efficiency, and When done right, Green Claims can differentiate and drivelong-term value – becoming more than a marketing tool Reduced regulatory and reputational risk As global scrutiny around sustainability communicationintensifies, companies with verifiable claims are betterpositioned to avoid regulatory penalties and publiccriticism. Independent verification provides a layer of Enhanced brand differentiation and public perception Verified Environmental Claims enhance storytelling andsignal transparency – qualities that attract consciousconsumers and media interest, leading to industryrecognition and enhanced consumer engagement. In A new era of scrutiny for Environmental messaging has entered a period of intensescrutiny. Green Claims – once a differentiator for earlyadopters – are now standard fare across industries,attracting critical attention from regulators, consumers,investors, NGOs, and the media alike. As climate concernsescalate and sustainability becomes mainstream, the For investors too, Green Claims are increasingly material.Many now integrate ESG considerations into capitalallocations and due diligence processes. Claims that lackcredibility or consistency can raise red flags, reducevalidations, and limit access to funding. Third-partyassurance of ESG disclosures is no longer a niche By working with independent, credible verification partners,organizations can strengthen trust, build resilience andconfidently communicate their sustainability achievements, In response, regulators are tightening expectations toensure that environmental marketing is accurate, specific, In the UK, the Competition and Markets Authority (CMA)released its Green Claims Code, built on six core principles –truthfulness, clarity, substantiation, completeness, relevance,and fair comparison. To test compliance with these rules, theCMA and the Advertising Standards Authority (ASA) have Although the EU Green Claims Directive was withdrawn in2025, the momentum behind its intent persists. Theprinciples it sought to co