Carbon Offsetting: A Real Solution or Just Greenwashing?

Offsetting or greenwashing?

Like most things, the answer depends on how it's done.

When it’s part of the solution
Carbon offsetting is a valuable tool when integrated into a broader strategy that includes investment in research and development. Companies should prioritize reducing their emissions by implementing every possible measure to enhance the efficiency of their production processes. For emissions that cannot be eliminated, carbon offsetting serves as a complementary solution. Only through this approach can businesses lay the foundation for real, long-term emission reductions.

When it’s just greenwashing
On the flip side, some companies use offsets as a get-out-of-jail-free card. Instead of tackling their own emissions head-on, they offset only a tiny fraction or rely on short-term projects that lose their value once emissions are released again. [1] Or worse, they double-count reductions – claiming credit for the same emissions cut twice, once for themselves and again for the host country’s climate goals, inflating up the impact. [2] And let’s not forget when they invest in programs that don’t reduce emissions at all or shift them elsewhere, an issue commonly found in forestry projects. [3]

Beyond offsets and empty promises

When you choose a product or shout your love for that artist to the world, you deserve to know if what they are claiming is not just a well-crafted marketing move. You have a right to authenticity – efforts that go beyond that “offsetting” and lead to real, measurable change.
So, before falling for the greenwashed trap, here’s what you should do:

1. Ensure they prioritize lowering their impact by investing in R&D, not just relying on carbon offsets. 

2. Make sure the projects they support are registered, follow a clear protocol, and are properly tracked.

3. Watch out for vague language and misleading images or logos. If it sounds too good to be true, it probably is. 

And if the “off” becomes an “in”, even better. Ganni, the Danish brand known for its playful designs, is now focusing on carbon insetting by cutting emissions directly within its supply chain, investing in renewable energy rather than offsetting elsewhere. [4]

Now you’re ready to ditch the greenwasher

It’s time to ask the tough questions and demand more from the brands and celebrities we love.

Next time you see “carbon offset” on a label, give it a second look. Ask, “Is this the start of genuine change, or just a clever disguise?” Because when it comes to our planet, you deserve nothing less than the real deal.  

A sneak peek at our next article

Speaking of our earth, in our next article, we’re diving into the importance of protecting biodiversity. Stay tuned!   

[1] “Revealed: top carbon offset projects may not cut planet-heating emissions”, The Guardian, available at: https://www.theguardian.com/environment/2023/sep/19/do-carbon-credit-reduce-emissions-greenhouse-gases 
[2]  “Is Carbon Offset a Form of Greenwashing?”, Earth.org, available at: https://earth.org/is-carbon-offset-a-form-of-greenwashing/ 
[3] "Revealed: top carbon offset projects may not cut planet-heating emissions”, The Guardian, available at: https://www.theguardian.com/environment/2023/sep/19/do-carbon-credit-reduce-emissions-greenhouse-gases
[4] “Ganni Has Stopped Offsetting Its Carbon Emissions – Here’s Why”, Vogue, available at: https://www.vogue.co.uk/fashion/article/ganni-carbon-insetting