Eco-Conscious Economy: Consumer Data Reveals Young Shoppers Prioritize Sustainability

The webinar focused on the advances we have made in aligning our sustainable forest management and chain of custody standards with EUDR requirements and looked at the vital data and integrity elements. Our PEFC experts Marta Martínez Pardo (Chain of Custody), Rob Shaw (Data and Integrity), Hubert Inhaizer (Sustainable Forest Management), and Maja Drca (EU Affairs) discussed PEFC's agile approach to aligning with EUDR guidelines by the end of the year. Marta introduced the PEFC EUDR Due Diligence System which is currently undergoing approval by the PEFC General Assembly and is expected to be finalised by late July. Rob discussed PEFC's strategy on data management. Hubert addressed the modification proposals to PEFC's Sustainable Forest Management standard, developed for harmonisation with EU frameworks like the EUDR.

In our increasingly environmentally conscious world, it’s common for companies to tout their green initiatives and environmentally friendly practices, and that’s just good business. But all too often, companies claim benefits – like the environmental superiority of “recyclable plastic” packaging or “going green” by switching from paper to electronic communications — as a way to cloak poor environmental performance or mask cost-cutting efforts. With no sound scientific evidence to back them up, these types of claims are textbook greenwashing. Some of the consequences of greenwashing are obvious. Clearly, unsubstantiated environmental claims mislead consumers, often causing them to take actions they would not otherwise consider. Greenwashing claims can also cause reputational harm, not only damaging the credibility of companies that make such claims, but also casting doubt over the valid claims of companies that are contributing to real environmental progress. The U.S. Federal Trade Commission’s “Green Guides” provide very specific guidance related to environmental claims, stating that “claims must be truthful, not misleading and supported by competent and reliable scientific evidence.” Unfortunately, this guidance is often ignored.

Norske Skog has expanded its partnership with Ocean GeoLoop to support development, testing and commercialisation of their highly promising Carbon Capture, Storage and Utilisation (CCS/CCU) technologies. Through this partnership, Norske Skog aims to pursue the opportunity to become CO2 net negative, and to explore economically viable models for utilisation of biogenic CO2. “The green shift has been a key priority at Norske Skog for several years. In Norway in 2020, our fossil CO2 emissions were just above 15,000 tonnes out of Norway’s total of approximately 50 million tonnes. The reduction of fossil CO2 emissions has with significant success been incentivised by Governments and international organisations, but limited attention has been given to biogenic CO2 emissions. As Norske Skog is approaching zero fossil CO2 emissions in Norway, we will start to explore economically viable opportunities for utilisation of biogenic CO2.