A study led by Jennifer Jacquet dismantles the green facade of the largest meat and dairy companies. The conclusion is clear: the vast majority of their climate commitments are greenwashing with no real backing. Experts like Marco Springmann and Pete Smith confirm that these companies rely on carbon offsets and minimal actions, avoiding effective emission reductions.
The algorithm of greenwashing: offsets and selective data 🌿
The technical strategy is predictable. Companies use carbon offsets based on forestry projects or renewable energy, whose absorption calculations are dubious. They also apply data trimming: reporting emissions per kilo of product instead of total emissions, hiding the growth in production volume. These practices, supported by opaque metrics and internal audits, prevent independent and real verification of the climate impact.
The sacred cow of green marketing 🐄
So now you know: when you see a burger with a carbon-neutral label, it's not magic, it's marketing. It turns out that reducing emissions is so difficult that they prefer to buy carbon credits at bargain prices. Meanwhile, the cow continues to burp methane happily, oblivious to the promises from the sustainability office. The only thing growing faster than its emissions is the communications department's budget.