As the world grapples with the escalating climate crisis, the need for credible and robust action has never been more urgent. Yet, amid the growing momentum for sustainability, a shadow looms large: climate washing. While terms like “greenwashing” are familiar, climate washing is a more specific and insidious phenomenon that demands our attention.

What is Climate Washing, and How is it Different from Greenwashing?

At its core, climate washing refers to exaggerated or misleading claims about an entity’s contributions to mitigating climate change. Companies, governments, or even individuals may engage in climate washing by presenting themselves as climate champions while their actual actions either fall short or contradict their promises. For instance, a company might tout its “net-zero by 2040” goal but continue expanding its fossil fuel portfolio or rely heavily on unverifiable carbon offsets.

Greenwashing, on the other hand, is a broader concept. It involves misrepresenting any environmental benefit, not necessarily linked to climate change. For example, advertising a product as “eco-friendly” because it uses slightly less plastic, even though it remains environmentally harmful, is greenwashing. While greenwashing encompasses environmental deception in general, climate washing zeroes in on actions (or inactions) related to tackling global warming and carbon emissions.

The distinction matters because climate washing undermines efforts to address the most pressing existential challenge of our time — the warming of our planet.

The Prevalence of Climate Washing

Climate washing is alarmingly common, and its reach spans corporations, governments, and even non-governmental actors. Globally, companies are racing to announce ambitious climate goals, often without credible plans to back them up. Research by the New Climate Institute in 2023 revealed that many of the world’s largest corporations claiming to be “net-zero” by mid-century are only reducing a fraction of their actual emissions, relying instead on questionable offset schemes.

Closer to home, India has witnessed similar trends. Businesses tout their “sustainability” credentials, but scrutiny often reveals inconsistencies. For instance, a conglomerate might highlight renewable energy investments while its core operations remain heavily reliant on fossil fuels. Similarly, large-scale tree-planting campaigns are showcased as climate solutions, but the focus is often on quantity rather than ecological quality, resulting in monoculture plantations that fail to capture the promised carbon.

Governments, too, are not immune. Ambitious climate targets are critical, but implementation often lags. This gap between promise and practice creates fertile ground for climate washing.

Why Climate Washing is a Serious Challenge

The consequences of climate washing are far-reaching and detrimental:

Erosion of Trust: Climate washing undermines public trust in both private and public sector commitments. When organisations are exposed for inflating their climate credentials, it breeds cynicism and apathy, discouraging genuine engagement.

Delay in Real Action: Every instance of climate washing diverts attention and resources from meaningful solutions. If a company invests in marketing its “green” image rather than reducing emissions at source, the net impact is negative.

Market Distortions: Climate washing can unfairly disadvantage companies that are genuinely working towards sustainability. Honest efforts may appear less impressive compared to flashy but misleading claims, skewing competition and undermining progress.

Policy Ineffectiveness: When governments or industries overstate progress, it can lead to complacency in policy formulation and enforcement. Policymakers may assume targets are being met and fail to push for stricter regulations.

How Can We Overcome Climate Washing?

While the problem is significant, it is not insurmountable. Tackling climate washing requires collective action across sectors — from regulators and businesses to civil society and consumers. Here’s how:

Stronger Regulations and Standards: Governments must establish clear, enforceable standards for climate-related claims. This includes mandatory reporting frameworks, third-party verification of emissions data, and penalties for false claims. India’s move toward ESG (Environmental, Social, and Governance) reporting for large companies is a step in the right direction but needs robust enforcement.

Transparency and Accountability: Organisations should adopt transparent reporting practices, including science-based targets and independent audits. Claims of carbon neutrality or net-zero should be accompanied by detailed, verifiable plans.

Educated Consumers and Investors: Consumers and investors have a critical role in demanding authenticity. Awareness campaigns can help individuals recognise and challenge climate washing. Similarly, institutional investors can push companies to align actions with stated climate goals.

Support for Genuine Efforts: Promoting and rewarding credible climate action is equally important. Recognitions like the “Science Based Targets” initiative or certification by reputable bodies can help distinguish genuine efforts from superficial claims.

Civil Society Vigilance: NGOs, researchers, and journalists must continue to scrutinise and expose climate washing. Platforms that rank companies on their climate commitments and performance can provide valuable insights for stakeholders.

A Call for Credible Climate Action

As India takes center stage in the global climate conversation, the onus is on all of us — governments, businesses, and individuals — to ensure that promises translate into action. The path to a sustainable future is already fraught with challenges; we cannot afford the additional hurdle of deception.

Addressing climate washing is not just about holding bad actors accountable but also about fostering an environment where honesty, transparency, and commitment are valued. Only then can we hope to make the transition to a truly sustainable and equitable future. After all, combating climate change demands not just ambition but integrity in action.

Hisham Mundol is a Trustee of Environmental Defense India Foundation