The Dangers of Greenwashing Your Business

Julie Starr • June 2, 2021



As consumers become increasingly aware of Earth’s environmental issues such as climate change and plastic pollution, businesses are beginning to take notice and step up. In response to increasing environmental awareness, many companies have corporate and social responsibility policies . These policies often outline the business’s efforts to minimize ecological damage and positively contribute to the broader community. Businesses can even tailor the causes they support based on their customers’ interests using customer information obtained from their Consumer Data Platform . But, if your company plans to make its eco-credentials a central corporate value, it must do it correctly; otherwise, this could be incredibly damaging to your business. Here is what you need to know about greenwashing your business and why it is a bad idea:

What is Greenwashing?

Greenwashing is something that you may have heard of but are unaware of what it means. Greenwashing is a concerning phenomenon and is widely viewed as a particularly cynical way of doing business. Just as whitewashing over an issue means covering it up and sweeping it aside using false information, greenwashing misleads consumers into thinking that a product or service is more environmentally friendly than it actually is. Greenwashing can take the form of exaggerated claims about a product or service’s eco-credentials, and in some cases, entirely unsubstantiated claims are made about the product or service.

Why do Companies use Greenwashing?

As the public’s awareness of environmental concerns continues to grow, consumers are increasingly seeking responsibly manufactured products. Many companies market their products as eco-friendly, as this portrays their brand in a positive light. Environmentally friendly companies are viewed as caring and ethical, which are significant selling points and help set a brand apart from its competitors. When a company markets its products in this way, it is doing so to meet the growing demand for green products and to capture the interest of a whole new group of customers that favor green products. So, greenwashing a brand and inflating its environmentally friendly credentials can help a business to boost its profile and increase sales.

The Negative Side of Greenwashing

Unethical

The main issue with greenwashing is that it is unethical and prevents consumers from making purchase decisions based on facts. Continuing to mass-produce products that are not truly environmentally friendly means that your business is probably contributing to the damage caused to the planet rather than helping to stop it, and even worse, is trying to cover this up.

Misleading

Loyal, satisfied customers are central to the success of every business. So, misleading your customers with false claims damages the relationship you have built up with them. No one likes to be deceived, and your customers are no exception. 

Reputational Damage

Reputational damage can lead to financial losses as well as a loss of integrity. Both of these are bad news for your company. Greenwashing your business can cause significant damage to your reputation, so it is far better to be genuinely green from the start and enjoy the benefits of this.

Can AI Support Environmental Sustainability? 5 Ways It's Already Making an Impact

By Julie Starr • May 12, 2025
As conversations about artificial intelligence (AI) evolve from hype to implementation, many sustainability professionals are beginning to ask: Can AI actually support environmental goals—or is it just another tech distraction? At Taiga Company, we believe this is exactly the right kind of question. New tools should be approached with thoughtful inquiry and grounded optimism. While there’s plenty of noise in the AI space, we’re also seeing early signals that AI, when applied responsibly, may offer significant benefits in advancing sustainability strategies. Below are five science-backed ways AI is already being used to support environmental sustainability—with links to explore the data behind each. 1. Optimizing Energy Use and Efficiency AI can analyze and forecast energy needs, detect inefficiencies in real time, and automate building and grid-level energy decisions. Google, for example, used DeepMind’s AI to reduce the energy used for cooling its data centers by 40% —a significant operational and environmental win. 2. Enhancing Climate Modeling and Prediction AI improves the accuracy and speed of climate models by processing vast datasets (like satellite data and atmospheric readings) faster than traditional tools. This can help scientists and policymakers better anticipate extreme weather, sea level rise, and other climate-related risks. 3. Enabling Smarter Agriculture and Resource Use In agriculture , AI supports precision farming—using data to guide decisions around water use, fertilizers, and pest management. These tools can reduce resource consumption and emissions while supporting food security. 4. Accelerating Circular Economy and Waste Reduction AI is being used to automate waste sorting, track materials through supply chains, and improve transparency around recycling and reuse. These innovations support circular economy goals and help reduce landfill and emissions. 5. Monitoring Ecosystems and Biodiversity AI-powered sensors, drones, and satellites can track deforestation, monitor endangered species, and even detect illegal activity in protected areas—helping conservation efforts scale more efficiently. What This Means for Corporate Sustainability For corporate sustainability leaders, these examples show that AI is not a magic solution—but it might be a valuable tool in the toolkit. Like any technology, its value depends on how it’s implemented, what data it's trained on, and whether it’s integrated with strategic goals. This is where communications plays a vital role. At Taiga Company, we help organizations articulate how technologies like AI fit into their broader environmental and business commitments. Whether through thought leadership, stakeholder education, reporting language, or digital engagement, our communications support helps make new tools understandable, actionable, and credible. We focus on: – Translating complex innovation into clear, values-aligned messaging – Engaging internal and external stakeholders on their learning journey – Showcasing measurable impact while aligning with evolving standards and frameworks – Sharing best practices in a way that encourages collaboration and informed adoption AI is not just a technology story—it’s a communication opportunity. It invites sustainability leaders to educate, inspire, and engage stakeholders around how they are navigating this next chapter.

What You Call It vs. What You Do: Communicating Impact Beyond ESG Labels

By Julie Starr • May 5, 2025
As the world continues to prioritize environmental, social, and governance (ESG) goals, a new technological movement is quietly reshaping how companies communicate their sustainability efforts: Web3. Web3—the next evolution of the internet built on decentralized technologies like blockchain—offers powerful new tools for ESG storytelling. At Taiga Company, we believe Web3 represents a transformational opportunity to enhance digital transparency, expand decentralized sustainability initiatives, and bring fresh credibility to corporate ESG communications. Web3 Unlocks Digital Transparency for ESG In an era where stakeholders expect greater accountability, Web3 provides an immutable, verifiable way to share ESG metrics. Blockchain technology enables companies to record sustainability data—such as carbon tracking, water usage, or supply chain emissions—directly on decentralized ledgers. This creates a new level of digital transparency that can bolster trust with investors, customers, and regulators. At Taiga Company, we help businesses translate these complex technical capabilities into clear, accessible communications. Our services bridge the gap between advanced Web3 solutions and everyday ESG storytelling , making decentralized reporting meaningful to broader audiences. Decentralized Sustainability and Regenerative Finance (ReFi) Beyond transparency, Web3 is giving rise to decentralized sustainability models. Projects in regenerative finance (ReFi) are using blockchain tools to incentivize environmental restoration, carbon sequestration, and climate-positive activities. These initiatives align with emerging ESG expectations that go beyond ‘do no harm’ and focus on regenerative impact. We work with companies to integrate these new paradigms into their sustainability narratives—highlighting how innovative approaches like ReFi contribute to broader environmental goals, align with ESG criteria, and showcase leadership in a rapidly changing landscape. A New Era for ESG Storytelling Traditional ESG reports often feel static, data-heavy, and disconnected from stakeholders. Web3 offers a dynamic, participatory model where audiences can engage with real-time sustainability data, track progress directly, and even contribute to decentralized initiatives. Our services specialize in creating communications that reflect this evolution. By combining our expertise in sustainability strategy with a growing understanding of Web3 trends, we help organizations: Translate decentralized sustainability efforts into compelling, credible stories Align carbon tracking and digital transparency initiatives with stakeholder expectations Position ESG leadership within the emerging Web3 economy The Path Forward Web3 won't replace traditional ESG frameworks, but it will significantly enhance them. Companies that start integrating decentralized transparency, carbon tracking, and regenerative finance into their sustainability communications today will be better positioned for tomorrow's expectations.  Ready to evolve your ESG communications for the Web3 era? Let's connect.