Shades of green washing
Be careful wise ones, "The wise man is one who knows what he does not know".
The ‘Socratic paradox’, recognises that those that appear wise understand that neither they, nor anyone else, truly knows everything. Our judgements and opinions are formed from our interpretations of the world around us, but those interpretations are ultimately rooted in observations, formed by our own unique experience. Experience is fundamentally subjective, susceptible to inaccuracy, and unique to the individual. Theologists extend the view that our knowledge, no matter how "objectively" it is formed, stems from subjective roots. Objectivity and practicality require standards and regulations to interpret our judgements and opinions, but what we determine as standards also ultimately reflects our wishes and values, even when embedded through scientific research.
Our ‘wishes and values’ regarding environmental sustainability have led to an ever-increasing list of regulations, standards, and political machinations. Global warming and climate change are now predominant in the list of concerns of adults in the UK. When asked about a range of issues, climate change was the second biggest concern facing adults in Great Britain (74%), with the rising cost of living being the main concern (79%).
In 1973, the EU Commission issued its first multi-annual Environment Action Programmes (EAPs) setting out planned legislative proposals and goals for EU environment policy. In May 2022, the 8th EAP entered into force, as the EU's legally agreed upon common agenda for environment policy until the end of 2030. Initial progress was slow but in recent times the acceleration has been exponential.
Environmental Sustainability is now big business, employment in the EU environmental economy increased from 3.2 million FTE in 2000, to 5.1 million FTE in 2020. The environmental economy generated €828 billion output and €341 billion gross value added in 2020.
So, we now have a whole industry focused on environmental sustainability with sustainability ‘engineers’ producing endless reports, setting new targets against a whole host of standards and regulations. Not a day, even an hour goes by without someone, somewhere, generating a report or article warning us that we must do better, that we must double our efforts and change our ways. It all adds to our personal eco-anxiety and results in an increasing need to be ‘seen’ to be doing something. That need is reflected in more reports and regulations.
It could be viewed that we have created an industry that is largely doing little more than creating shades of greenwashing; reports generated without deliverable actions and measured outcomes are little more than ticking boxes to allow large corporates to meet regulatory reporting requirements.
In the sector that we, Resero, operate within – commercial real estate consultancy – we must be careful to keep our own house in order. We need to avoid overstating our contribution to environmental change and avoid rolling good practice into false claims of ESG generated initiatives. The actions we recommend are actions that should be taken for the greater good, they should never be recommended so a box can be ticked on an ESG report.
As our clients are increasingly making their goals and commitments public, we need to be watchful that we are not complicit in committing the type of greenwashing infringements that could be seen as 'shades’ of greenwashing. Not the greenwashing that is so obviously demonstrated in the many examples of false advertising, but that which is hidden under the all-encompassing ESG policy documents.
At Resero, we pride ourselves on taking sustainability from the ‘Boardroom to the plantroom’, it’s what we do, deliverable actions, measurable outcomes.
Find out more.
SOURCES
- Census 2021 [Link]
- Eurostat August 2023 [Link]
- Greenwashing: new risks from new reporting rules on ESG [Link]
Neil Dady is Managing Director of Resero Consultants Ltd with over 30 years’ experience at director level in the building services engineering sector. Neil is a member of CIBSE, Institute of Refrigeration, and a Fellow of the Institute of Directors.








