Environmental Impact

In a recent PI webinar to association executives, 80% of the audience agreed that the fear of greenwashing was the main barrier to them implementing new sustainability initiatives within their non-profit organisations.

The term “greenwashing” was coined by environmentalist Jay Westerveld in 1986 in an essay criticising the irony of the “save the towel” movement in hotels at the time. He noticed the vast amount of waste he had come across throughout the rest of the hotel, where there were no visible signs of efforts being made to become more sustainable. He said that instead, the hotel was simply trying to reduce costs by not having to wash towels as much but while trying to market it as being eco-friendly. 



Access to environmental scientists and the latest research is critical in providing our clients with the confidence to plan, manage and execute new projects that positively impact the planet. Through our Pioneer network, we help you get started on your sustainability journey that stops compromising the environment to make your profit targets.


The Stats

  • 78% of Americans believe companies should be environmentally responsible and 64% say they feel happy when buying sustainable products, yet companies are still engaging in greenwashing tactics.
  • 59% of green claims made by European and UK fashion brands are misleading.
  • 59% of researched subjects did not provide easily accessible evidence to support their claims, and 42% of them were believed to be exaggerated, false or deceptive.
  • 68% of US executives admit their companies are guilty of greenwashing. And two-thirds of executives globally questioned whether their company’s sustainability efforts were genuine.


By combining accurate research-based facts with improved executive and leadership decision-making, we help you find new solutions that are credible, innovative and scientifically reviewed for credibility. Helping you navigate your way away from making decisions may be false or misleading whether at the executive level or implemented at the product level.


Stop your organisation's greenwashing and start building long-term value

Greenwashing takes up valuable space in the fight against environmental issues, like climate change, plastic ocean pollution, air pollution and global species extinctions. Earth.org

 The problem with greenwashing strategies is that it diverts valuable resources away from projects that genuinely do good. It creates confusion amongst clients and consumers for short-term financial gain. In the long-term, everyone plus the planet loses. Your brand loses credibility, trust, loyalty and value.


Switching to new practices is one instant and simple decision. Work with us. 


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