The Irish times has published an article entitled “Five trends in Green Finance”. It states that:

“The European Commission published a statement this year estimating that 42 per cent of corporate websites contain “exaggerated, false or deceptive and could potentially qualify as unfair commercial practices under EU rules”.

I have often asked myself “Why do we not have clear guidelines and benchmarks established by our leaders to avoid Green Washing?”

One would think that after the Paris agreement becoming such a landmark treaty that laws and systems would have been put in place by now to ensure its validity. 

Evidently, we are not there yet.

The term Greenwashing was first coined in the 1980's to describe behaviour or activities that make people believe that a company is doing more to protect the environment than it actually is.

So what can you do to avoid green washing?

In your organisation:

1. Never ever claim you do more than what you actually do. Be honest and transparent in ...

What statement is more impactful to you?

1. If you turn off your tap while brushing your teeth you will save water.

1. By turning off the tap while brushing your teeth, you and your family could save 14,600 litres of water every year! Imagine if every other home did the same?

Behavioural change is one of the most difficult things to achieve, particularly when we are trying to change a lifetime habit. More often than not, the mistake that most of us are making - is to expect a change in behaviour just because we know it is the right thing to do, without explaining it to others.

When we teach young people about water conservation or energy management, we don’t just tell them what they should do, we demonstrate to them the environmental impact of this change in behaviour.

If I was a teenager, I know without a doubt, that the second statement would make me think twice the next time I am brushing my teeth.

Time and time again I see businesses or communities relay...