How to prevent greenwashing in your sustainability reporting

But this presents a difficult challenge: how can you be sure that the sustainability claims made by your suppliers are accurate? One claims to be CO₂-neutral, another says it operates circularly. Yet everyone calculates differently, uses different certificates and applies different assumptions.

The result? You cannot compare suppliers objectively. And you risk engaging in greenwashing — without intending to — simply because you do not have reliable, standardised data to substantiate your claims.

Marjolein Koens-Schaddelee, Managing Director at AVEX, faced exactly the same question. As the third generation of her family business and one of the driving forces behind BRIX zero — the first fully CO₂-neutral and circular AV solution — she wanted to do more than simply make sustainability claims. She wanted to substantiate them with hard data.

Through a shared connection with the Johan Cruyff ArenA, AVEX was introduced to GSES, the international platform for standardised sustainability data. And that changed everything.

In this article, you will discover:

• Why the lack of standardised sustainability data makes organisations vulnerable to greenwashing
• How GSES provides reliable and comparable sustainability data
• Why you can start with the data you already have, without creating additional administrative work
• How standardised data enables fair comparisons between suppliers
• How AVEX applies these principles in practice with BRIX zero

After reading this article, you will know how to make your sustainability reporting more reliable and reduce the risk of greenwashing.

The challenge

Everyone calculates sustainability differently

You are working hard to achieve your organisation’s sustainability goals. Reducing energy consumption, separating waste and purchasing renewable energy. And you want to report on these efforts transparently and reliably.

But then you discover that every supplier has their own story. One calculates CO₂ emissions one way, another uses a different method. One has certificate A, another certificate B. And no one seems to use exactly the same assumptions.

The result? You cannot compare suppliers fairly. And you have no way of knowing whether the attractive sustainability claims you hear are actually accurate.

This lack of standardisation makes organisations vulnerable to accusations of greenwashing. Not because you are deliberately sharing misleading information, but simply because you lack reliable, comparable information.

Marjolein Koens-Schaddelee, Managing Director at AVEX, knows this problem all too well. As the third generation of the family business and one of the key people behind the development of BRIX zero — the first fully CO₂-neutral and circular AV solution — she faced exactly this question.

“We wanted to make our sustainability efforts measurable and transparent, but how do you document that reliably? How do you prevent it from becoming another nice story without solid evidence?” Marjolein Koens-Schaddelee Managing Director AVEX

Through a shared connection, the Johan Cruyff ArenA, AVEX was introduced to GSES. And this proved to be the breakthrough.

GSES is an international platform for standardised sustainability data. Originally used in sectors such as fashion and food, it is now expanding into the AV sector. What makes GSES distinctive is that it provides a globally accepted standard for measuring and benchmarking sustainability performance.

“Just as we use a metre or a kilogram, sustainability data should also be standardised. Only then can organisations compare performance fairly and transparently.” Kelly Ruigrok CEO GSES

Start with what you already have: no duplicate work

One of the biggest frustrations with sustainability reporting is the endless paperwork. Searching for the same information over and over again. Uploading the same certificates for different parties.

GSES takes a different approach. You start with what you already have. Upload your existing certificates, data and documentation to the platform. GSES works from your current starting point. No duplicate work and no unnecessary administrative burden.

The platform then helps you identify any gaps. What information is still missing? Which data do you need to collect to create a complete picture?

This makes the process not only more efficient, but also more accessible. You do not have to start from scratch — you build on the work you have already done.

Why standardised data helps prevent greenwashing

Standardised sustainability data are essential for preventing greenwashing. They do this in three ways:

“With the data in GSES, these factors can now be compared much more fairly.” Marjolein Koens-Schaddelee Managing Director, AVEX

From theory to practice: BRIX zero

AVEX applies these principles through BRIX zero. Together with partners including Samsung, SONY, Logitech, Kenwel and Vogel’s, AVEX offers a complete solution in which the emissions across the full value chain are compensated.

What sets this approach apart from other ‘green’ solutions? GSES helps ensure the reliability of the sustainability data.

This means customers receive not only a CO₂-neutral AV solution, but also verified data that can support their sustainability reporting. No assumptions or estimates — but measurable impact.

AVEX’s responsibility across the value chain extends from manufacturer to end customer. Every link in the chain contributes to the overall sustainability performance, with each party reporting according to the same GSES standard.

Collaboration across the value chain: the key to reliable data

Sustainability is not something you achieve alone. As an AV supplier, you can work hard towards your own sustainability goals, but if you do not know the impact of the manufacturer, logistics chain and installation process, you will never have the complete picture.

GSES enables collaboration across the value chain by:

• Giving all parties a common language
• Creating transparency across the entire value chain
• Making shared goals measurable
• Sharing innovation between supply chain partners

Only through this transparency and shared approach can we create meaningful sustainability impact. And only then can you reduce the risk of unintentionally making greenwashing claims.

Reliable sustainability data starts with standardised frameworks

Preventing greenwashing in your sustainability reporting requires more than good intentions. It requires standardised, verified data that can be compared and traced.

As a sustainability manager or CSR coordinator, you are probably familiar with the challenges created by a lack of consistent standards. Suppliers tell different stories, certificates can be difficult to compare and you may struggle to substantiate your sustainability claims. This can leave your organisation vulnerable to accusations of greenwashing, even when your intentions are genuine.

GSES helps address this challenge by providing a standardised approach to sustainability data. Just as we use metres and kilograms as common units, GSES provides a framework for measuring, comparing and reporting sustainability performance. You can start with the information you already have, avoid unnecessary duplicate work and work with verified data that can withstand critical scrutiny.

At AVEX, we have applied these principles through BRIX zero. We have created greater transparency across the value chain, from manufacturer to end customer. The result is reliable data, fair comparisons and measurable impact instead of sustainability claims without evidence.