By Susan Rossney, Chartered Accountants Ireland
Accountants play a key role in making sure their clients and business partners can spot, avoid and act on greenwashing.
‘Greenwashing’ is where a company presents a false or misleading image to persuade the public that its products, aims or policies are more environmentally friendly than they actually are.
Greenwashing is on the rise for a number of reasons. More and more companies want to take advantage of the growing public concern for environmental issues, a concern which has created a fast-growing market for green products. Companies that wish to attract talent know they can benefit from a competitive advantage over their peers by advertising their commitment to the environment. Other incentives include a desire to convince critics or stakeholders that a company is well-intentioned.
There is also a rising appetite among investors for green projects. The IMF noted in its October 2021 Global Financial Stability Report that sustainable investment funds doubled in the four years up to 2021. It also noted that up to $20 trillion of new sustainable investments would be required to achieve global climate goals by 2050.
Greenwashing is dangerous and unethical because it misleads investors and consumers who are genuinely looking to buy environmentally friendly products or to join or trade with environmentally minded companies. Greenwashing aims to capitalise on consumers’ willingness to sacrifice a saving by paying what is often a premium for ‘green’ products. It weakens the efforts of those businesses actually working to create a better world.
Greenwashing also represents a serious risk to businesses when misleading activities are exposed. In How Greenwashing Affects the Bottom Line, HBR authors cited that 42 percent of green claims from Europe were exaggerated, false, or deceptive, and could potentially qualify as unfair commercial practices under EU rules. The much publicised Volkswagen emissions-test scandal caused an almost 20 percent drop in the price of its shares and wiped more than €13bn off its market capitalisation. Other high profile examples include HSBC, when the UK Advertising Standards Authority (ASA) upheld greenwashing accusations about environmental claims; Tesco, which was rebuked over greenwashing in adverts for plant-based food; and Asos, Boohoo and George at Asda, which were all investigated over their eco-friendly claims.
In its 2021 report mentioned above, the IMF noted that proper regulatory oversight and verification mechanisms were essential to prevent financial companies making misleading claims concerning their environmental credentials. To combat greenwashing, regulators have begun to introduce proposals to protect consumers and investors. This activity gained pace in 2022.
In August, the US Security Exchange Commission (SEC) launched the Climate and ESG Task Force in order to fight misleading ESG disclosures. In October, the UK’s Financial Conduct Authority (FCA) proposed a package of new measures to protect consumers and improve trust in relevant investment products. Potential measures include restrictions on how terms like ‘ESG’, ‘green’ or ‘sustainable’ can be used. In December China announced plans to further regulate funds claiming to be environmentally friendly. In Ireland, the Irish Auditing & Accounting Supervisory Authority (IAASA) started to tackle climate related statements made in Companies annual reports. In its recent Compendium of Financial Reporting Decisions it challenged statements made by some companies such as “Net zero by 2050” and promised reduction of carbon emissions. As these publications have traditionally dealt with accounting standards, their starting to address ESG statements is an interesting development.
So how can greenwashing be avoided, and what can accountants do?
With their skills of professional scepticism, rigorous attention to detail and an ability to interrogate data, accountants are ideally placed to be part of the global fight for better, decision-useful information to help business make critical investments.
The key to this is transparency. Work is ongoing in creating global sustainability standards, but accountants can still make a valuable contribution to existing reports by making sure that company financial information and sustainability-related material ‘balances’. Accountants can ensure that the company is clear about what it is currently doing, what it has achieved to date and what it is likely to be able to do in the future. This can involve reviewing corporate pledges such as ‘Net Zero by 2050’ against planned investments in emissions-reduction in the company’s facilities projects and screening for emissions-heavy products in a company’s investment portfolio.
When making procurement decisions, accountants also have the skills of professional scepticism, rigorous attention to detail and an ability to interrogate data to separate fact from aspiration.
The following are questions accountants can ask of their suppliers’ products and services:
- Does the company making the product or providing the service back up its environmentally friendly claims?
- Are the claims independently certified by a verified third-party, such as B-Corp or Fair Trade?
- Does the product use language that is vague and unspecific (for example, ‘eco-friendly’) without any description of how this is achieved?
- Are the claims made by a company too good to be true (for example, ‘carbon-neutral coal’)?
Accountants can also increase their knowledge about the meaning of terminology such as ‘carbon neutral’, ‘climate-friendly’ and ‘nature positive’. By increasing their knowledge they can use it to critically assess claims made by companies that are not backed up by quality, third-party independent verification. Accountants can look to their professional associations, such as Chartered Accountants Ireland Sustainability Hub (which contains a useful glossary of terms and other resources) and international organisations such as Chartered Accountants Worldwide for further guidance.
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