The AtlanticThe Atlantic

The world is finally cracking down on ‘greenwashing’

By Emma Marris

01 Mar 2023 · 6 min read

Editor's Note

Big companies around the world will soon be required to say exactly how they plan to hit the targets they keep announcing. This won't end greenwashing but it's a good start, The Atlantic reports.

Let’s say you want to buy a T-shirt and you want your investment to be as environmentally sustainable as possible—after all, clothing production generates 8 to 10 percent of global carbon emissions. How should you research your purchase? I don’t know. But I know how you shouldn’t research it: by listening to what the companies themselves say about their sustainability.

Consider Inditex, the parent company of Zara. On its website, the company claims that it is aiming for “Net Zero Emissions” by 2040. But a recent independent analysis by the nonprofit Carbon Market Watch finds the plan “ambiguous and unsubstantiated.” (A spokesperson for Inditex said in a statement that the company is “fully committed to reaching net zero across our value chain by 2040.”) Nothing about Zara’s pledge is unique. Companies certainly talk about climate more than ever before, but a majority of that seems to be pure greenwashing: meaningless humbug about “sustainability” and “net zero” and “the Earth is our priority.” A recent report from the nonprofit CDP looking at companies around the world found that of the 4,100 that say they have “transition plans” compatible with the Paris target of keeping the planet from warming more than 1.5 degrees Celsius (or 2.7 degrees Fahrenheit), just 81 have a “credible” plan.

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