The Workshop
Greenwashing refers to making false or misleading claims about the positive environmental impact of a company, product, or service. This workshop, delivered in the Fresco collaborative format, teaches participants to recognize deceptive tactics such as vague environmental claims, misleading labels, and exaggerated improvements. It equips professionals with practical tools to identify greenwashing in marketing, corporate reporting, and supply chains, grounded in current Belgian regulatory requirements and ethical guidelines.
Why It Matters
Understanding greenwashing is critical for organizations and consumers because misleading environmental claims distract from genuine climate action and erode trust in sustainability initiatives. As regulatory scrutiny increases—including the European Commission's Green Claims Directive—companies must substantiate environmental claims with robust, science-based evidence. This workshop helps professionals avoid legal risks, maintain corporate integrity, and contribute meaningfully to real environmental progress rather than performative gestures.
Good to Know
According to a 2020 European Commission study, 42% of green claims were exaggerated, false, or deceptive. More recent research found that 60% of sustainability claims by European fashion companies are unsubstantiated and misleading. Common greenwashing tactics include claiming net-zero targets with no credible plans, using intentionally vague language, and applying unregulated labels like 'green' or 'eco-friendly.' In response, Canada amended its Competition Act in 2024 to target deceptive environmental marketing, while the EU proposed the Green Claims Directive to standardize and enforce substantiation of environmental claims.
What to Expect
The Greenwashing Fresco workshop follows a collaborative format designed for small groups (up to 16 participants). Over three hours, participants engage in interactive exercises to identify patterns of false environmental claims, explore case studies of corporate greenwashing, examine Belgian legal frameworks governing environmental marketing, and develop practical checklists for evaluating sustainability claims. The Fresco methodology emphasizes group discussion and peer learning, allowing professionals to share experiences and build shared understanding of how to spot and prevent greenwashing.
