Valuufy, Inc.’s Post

In case you'd like a quick primer on Greenwashing and how it's impacting the Sustainable Aviation Fuel (SAF) market opportunities: https://lnkd.in/g6CDmeNm

Over the past year, we've stressed two key points when communicating your net zero or sustainability policies. 1) Tell the story, illustrate what's actually occurring, and provide examples. Focus on current, genuine initiatives. 2) Don't mark your own homework. Any claims must be substantiated by a reputable, independent third party. Here's what not to do: Don't use ambiguous, feel-good, and subjective terms like 'green' (e.g., 'green fares' or 'green flying'), 'sustainable', or worst of all - 'guilt-free.' Moreover, a 2022 case against Austrian Airlines cautioned the carrier about its description of Sustainable Aviation Fuel, considering few people understand what it actually is. Meanwhile, airlines continue to rely on carbon offsets, a sector that's received a pretty heavy reputational hit due to the media reporting on a number of highly questionable projects. The European Commission agrees, investigating a complaint filed by the European Consumer Organisation (BEUC). It's now granting 20 airlines a month to modify some of the claims they have been making. While the Commission's press release doesn't name the targeted airlines, last year, the BEUC cited KLM, along with Air Baltic, Air Dolomiti, Air France, Austrian, Brussels Airlines, Eurowings, Finnair, Lufthansa, Norwegian, Ryanair, SAS, Swiss, TAP, Volotea, Vueling, and Wizz Air. (European Commission Press Release - https://lnkd.in/erkxfBcz)

These are the Five Sustainability Initiatives that kept me indoors on a Sunday evening because I needed to understand how they apply to ports and shipping companies. The Paris Agreement - A global handshake to combat climate change. For our ports and shipping pals, it's about charting a course for low-carbon shipping lanes and ensuring our vessels don't tip the climate scales. Easier said than done, obv. Greenhouse Gas Protocol - The compass for measuring emissions. It helps ports and shipping companies track their carbon footprint, from bow to stern, inspiring greener voyages. Ahoy! 🇪🇺 European Green Deal - Europe's blueprint for a sustainable future. It waves the flag for cleaner ports and pushes the throttle on zero-emission vessels. So many already, and we're still so far from tangible results. Corporate Sustainability Reporting Directive (CSRD) - This isn't just paperwork; it's the logbook of a company's impact on Mother Earth. Ports and shipping lines are docked in for transparency, sharing their green journeys with the world. My favorite because it comes with the job. The EU’s Corporate Sustainability Reporting Directive (CSRD) is a groundbreaking example of mandatory reporting. While currently applicable to EU companies, this directive sets a precedent for global sustainability reporting standards. The CSRD requires companies to record and report greenhouse gas emissions under Scope 1, 2, and 3 to foster transparency and accountability. While Scope 1 and Scope 2 emissions are within the control of the port, Scope 3 involves indirect emissions from port users, emphasizing the collaborative effort required for comprehensive port emissions reduction. EU lawmakers have approved a 2-year delay in implementing CSRD reporting for non-EU companies and specific sectors, extending the reporting timeline for companies headquartered outside of the European bloc until 2026 to begin complying with the CSRD. But, businesses should not be compliant as this will be fully implemented. (Source: PortXchange [B-Corp]) Circular Economy Action Plan - Imagine a world where waste walks the plank. This plan encourages ports to become recycling hotspots, turning ship waste into treasure. I'm looking forward to next week's #ESPO conference where I hope to gain more insights into these initiatives' applicability to ports. #GreenPorts #ClimateAction #Sustainability

EU Launches Greenwashing Action Against Airlines Over Emissions Offsetting Claims ✈️ The European Commission (EU) is taking action against airlines for making false and misleading claims about their environmental sustainability. This crackdown follows a complaint filed by the European Consumer Organisation (BEUC) last year. Key Points: ✈️ Airlines are accused of creating the impression that flying is sustainable through practices like: ◆ Suggesting "green fees" offset CO2 emissions completely. ◆ Vaguely using terms like "sustainable aviation fuel" without clear environmental impact details. ◆ Making absolute claims of being "green" or "sustainable" without proof. ◆ Promising net-zero emissions without clear plans or independent monitoring. ◆ Using unreliable emission calculators and misleading flight CO2 emission comparisons. This action follows a series of EU initiatives aimed at curbing greenwashing including: ◆ Updating consumer protection directives to address greenwashing in advertising. ◆ Implementing the "Directive on Green Claims" enforcing standards for verifiable environmental claims. Overall Impact ✨: This move signifies the EU's commitment to holding companies accountable for greenwashing. Consumers will be better protected from false advertising and airlines will be required to be more transparent about their environmental impact. #StopGreenwashing #GreenwashingAlert #SustainableFuture #EcoFriendly #EUGreenDeal

I chanced upon this Sustainability Magazine article shedding light on the persistent misinformation to consumers from businesses attempting to sugar-coat their green credentials. The problem isn't limited to Europe or the aviation sector alone. The “deceptive” practices employed by businesses to attract environmentally-conscious consumers are a global concern, and it's encouraging to see regulatory bodies taking action to deter such. Nevertheless, there's reason for optimism. Businesses possess the means to advance their sustainability agendas through ethical, legally compliant, and cost-effective measures. Here’s to hoping this steers organisations towards genuine participation in an impactful green revolution. #sustainability #green #sdgs

✈ Stop Greenwashing Flights: Enforcement is Key to Take Off on Climate Action ✈ The aviation industry faces a monumental challenge in reducing its carbon footprint. While initiatives like Sustainable Aviation Fuel (SAF) offer a glimmer of hope, they're just a single step on a long runway. Greenwashing, the deceptive marketing of eco-friendly practices, threatens to derail this critical momentum. Why is enforcement crucial? Greenwashing creates a facade of progress, leading consumers to believe the industry is doing more than it actually is. This discourages genuine investment in research and innovation – the very tools needed for systemic change. Imagine a world where consumers, misled by greenwashing, hesitate to support carbon offset programs or even hesitate to choose airlines with a proven track record of sustainability efforts. Here's where strong enforcement comes in. Authorities can benefit from: ✅ Punitive measures: Penalizing greenwashing deters false claims and fosters transparency. ✅ Legislative teeth: Mandating clear, detailed strategies behind sustainability pledges ensures airlines are held accountable for their actions. ✅ Auditable evidence: Requiring verifiable data on emissions reduction efforts strengthens consumer trust and allows for informed decision-making. The aviation industry needs all hands on deck – from researchers developing new technologies to consumers making conscious choices. Greenwashing throws a wrench into these efforts, creating a climate of distrust that hinders progress. Let's work together to ensure the skies of tomorrow are not only accessible, but truly sustainable. #Sustainability #Greenwashing #Aviation #SustainableAviationFuel #SAF #Strategy #Audit #Integrity #ClimateAction

One of the key trends in 2024 for ESG and sustainability is third-party verification and this news explained why. A Dutch court has dealt a blow to greenwashing in the aviation industry with a landmark ruling against KLM Royal Dutch Airlines. The court determined that KLM’s advertising campaign, promoting its environmental initiatives under the banner of “Fly Responsibly,” was misleading consumers. The court’s decision establishes a new benchmark, requiring airlines to be honest and grounded in facts when communicating their sustainability efforts. This ruling empowers consumers to make informed choices based on accurate information and could pressure airlines to invest in more impactful emission reduction strategies. Click the link below to read more: https://lnkd.in/gdeeFz3w #greenwashing #carbonemissions #verification

Carbon Credits: EU Takes Action Against 20 Airlines for Greenwashing Claims Eco-Friendly Flight or Marketing Gimmick 🤔? The Consumer Protection Cooperation together with European Commission are ramping up anti-greenwashing action against #airlines with "misleading sustainability claims" across #europe. The identified misleading practices include: 1️⃣Creating the incorrect impression that additional fees can fully counterbalance CO2 emissions. 2️⃣Using the term “sustainable aviation fuel” without adequately justifying its environmental impact. Using terms like “green,” “sustainable,” or “responsible” without clear justification. 3️⃣Claiming to move towards environmental performance like net zero emissions without verifiable commitments, targets, and monitoring systems. 4️⃣Presenting flight emissions calculators without scientific proof of reliability. 5️⃣Comparing flight emissions without providing sufficient information on the methodology. Would this sweeping anti-greenwashing put to an end unsubstantiated sustainability claims by airlines? #airlines #greenwashing #sustainability #europe #europeancommission

It's great to see progress being made towards sustainability with the buying of carbon certificates, but there is still debate about their effectiveness. To avoid over-reliance on certificates, reporting frameworks can play a crucial role in balancing targets against market readiness for sustainable solutions within scope 3 of the supply chain. Blame less, cooperate more ! #sustainability #corporatesustainability #decarbonization #supplychain #sustainablealternatives #investment

Are you thinking about going green this #CleanAirDay? Adopting environmentally friendly practices in your business can be costly, but by taking advantage of Government schemes your business can be greener at a lower cost. Read more: https://bit.ly/3VJ8O0e #BusinessAdvice