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Rentmeester of greenwasher

In het vorige blog kwam de term ‘greenwashing’ voor en werd ik nieuwsgierig of organisaties inderdaad zo groen zijn als ze beweren in bijvoorbeeld hun jaarverslagen. Greenwashing staat voor “het zich groener of maatschappelijk verantwoorder voordoen dan een bedrijf of organisatie daadwerkelijk is”. Het kernproces van het bedrijf is dan bijvoorbeeld nog niet aangepast. Bedrijven noemen hun product ‘natuurlijk’, terwijl er misschien maar één natuurlijk ingrediënt in voorkomt. Op die manier kunnen ze mooi meelopen met de groene trend, zonder daadwerkelijk te voldoen aan milieueisen. Het is meer een likje groene verf. Zijn er middelen die ons kunnen helpen bij het vormen van een kritische houding?

The seven sins of greenwashing in the hotel industry

Sustainability communication #NoTimeToWaste

It is a fact that the communication branch has been involved in a big variety of unethical practices. Greenwashing exists because we in communications and our colleagues (mainly our colleagues of course J) made text and communication materials to let the green intentions of a company shine, by not including all the facts. Fortunately for the world we have NGO’s that did starting to check companies CSR efforts and intentions and CSR communication became more serious and based on facts and not only on intentions.

Sustainability performance of Dutch firms and the role of digitalization: The case of textile and apparel industry

The textiles and apparel industry is a major contributor to economic development while at the same time being one of the most polluting industries due to its lengthy supply chain and resource intensive production operations. To address these sustainability challenges, digitalization is seen as one of the potential solutions. Using the lens of sustainability and digitalization in Supply Chain Management (SCM), this paper analyses the sustainability and digitalization status of Dutch textile and apparel firms. We used a mixed methodology of quantitative text mining of 94 Dutch textile and apparel firms as well as qualitative thematic and coding analysis of experts’ views and opinions on sustainability and digitalization in the Dutch textiles and apparel industry. Quantitative analysis of website data shows that Dutch textile and apparel firms predominantly communicate the environmental, to a lesser extent social, and least of all economic sustainability factors. Keyword analysis also shows that the use of technological keyword indicators is less prominent, while certain technologies such as IoT, sensors and blockchain correlate mostly to environmental sustainability factors. Moreover, qualitative analysis reveals that to address sustainability via digitalization, it is important to link sustainability goals to Key Performance Indicators, which requires data for traceability. We recommend firms to: (1) re-evaluate their business models and assess the extent traceability can be incorporated in their sustainability strategy; (2) enhance stakeholder collaboration within and outside the supply chain to utilize traceability; and (3) proactively use traceability information to improve transparency and accountability to meet legal requirements and address greenwashing. This study contributes to literature by showing the importance of traceability for (a) linking sustainability and digitalization in SCM, b) achieving the ultimate goals of transparency and accountability, and c) predicting demand and supply to address overproduction and waste in the textiles and apparel sector.

Green-washing or best case practices?

Closed loop or ‘circular’ production systems known as Circular Economy and Cradle to Cradle represent a unique opportunity to radically revise the currently wasteful system of production. One of the challenges of such systems is that circular products need to be both produced locally with minimum environmental footprint and simultaneously satisfy demand of global consumers. This article presents a literature review that describes the application of circular methodologies to education for sustainability, which has been slow to adopt circular systems to the curriculum. This article discusses how Bachelor and Master-level students apply their understanding of these frameworks to corporate case studies. Two assignment-related case studies are summarized, both of which analyze products that claim to be 'circular'. The students' research shows that the first case, which describes the impact of a hybrid material soda bottle, does not meet circularity criteria. The second case study, which describes products and applications of a mushroom-based material, is more sustainable. However, the students' research shows that the manufacturers have omitted transport from the environmental impact assessment and therefore the mushroom materials may not be as sustainable as the manufacturers claim. As these particular examples showed students how green advertising can be misleading, applying “ideal” circularity principles as part of experiential learning could strengthen the curriculum. Additionally, this article recommends that sustainable business curriculum should also focus on de-growth and steady-state economy, with these radical alternatives to production becoming a central focus of education of responsible citizens. https://doi.org/10.1016/j.jclepro.2019.02.005 LinkedIn: https://www.linkedin.com/in/helenkopnina/