How to Approach Carbon Offsetting Without Greenwashing

Climate change is happening faster than forecasted. More frequent extreme storms and unprecedented heatwaves are signs of human-caused global warming's impact.

One tool that is gaining a lot of attention is carbon offsetting. It’s basically the practice of compensating for greenhouse gas (GHG) emissions through avoided emissions or enhanced carbon removals.

Greenwashing is a form of deceptive marketing intended to mislead the public into believing that a business’ products or policies are environmentally friendly. It’s also called green sheen.

So, how do you offset carbon without falling into the trap of greenwashing? Here we’ll discuss that.

1. Cut as Many Emissions as You Can

Don’t even think about buying offsets if you haven’t done the hard work of cutting your own emissions. Carbon offsetting should serve as a supplementary measure, not the primary solution to emissions reduction.

Audit your supply chain. Look at your electricity, packaging, and office space—all of it. Switch to renewable energy where you can.

Don’t forget transportation. In 2022, the largest source of transportation greenhouse gas emissions was light-duty trucks. They accounted for around 37% of emissions.

If you're still using gas-guzzlers, it's time for a change. EVs are great, but green hydrogen is making serious strides. Replacing just 1 kg of diesel with green hydrogen can slash 33.39 kg of well-to-wheels CO2 emissions.

Hydrogen storage, which was earlier hindering the adoption of the gas, is also being addressed.

New hydrogen storage solutions are changing the game and making it way more viable. Solid-state storage that uses metal-organic frameworks (MOFs) is an example.

According to H2MOF, its cage-like building blocks can store large amounts of hydrogen, at low pressure and ambient temperature, offering a safe and cost-effective solution for storage.

2. Choose Legitimate Offset Projects, Not Sketchy Ones

If offsetting is on the table after genuine reduction efforts, be warned that the current market lacks robust standardization and oversight.

There are legitimate projects, but also plenty of questionable ones that don't deliver real climate benefits. Reputable offset projects need to meet four key criteria :

Permanence: Carbon dioxide hangs around in the atmosphere for centuries, so the offset needs to ensure the carbon stays locked away for a similarly long time.
Verification: Has an independent expert checked everything? Legitimate projects are audited by qualified third parties against recognized standards like the Gold Standard Verra (VCS) or American Carbon Registry (ACR).
No Leakage: Did the project accidentally shift the emissions elsewhere? For example, protecting one patch of forest shouldn't just cause loggers to move to the adjacent patch.

Some of the many carbon offset projects that stand out are Terrapass, Atmosfair, Myclimate, and Clear.

3. Avoid Vague Claims and Suggestive Visuals

Companies know consumers increasingly care about the environment. Unfortunately, some try to capitalize on this by greenwashing.

Lawsuits against companies like Delta Air Lines and Apple often center on these types of claims, alleging the offsets used weren't credible.

Don’t be one of them. If you’re using offsets, be super specific. Say exactly how much carbon you’re offsetting, what types of projects you’re supporting, and how those projects are verified.

The Federal Trade Commission (FTC) has Green Guides stating that environmental claims must be truthful and backed by solid evidence. These guides aren't laws themselves. But they explain how the FTC enforces rules against deceptive advertising.

Offset Smarter, Not Harder

At the end of the day, the best way to avoid greenwashing is to genuinely care about the planet, not just your public image.

If your carbon offsetting is rooted in real commitment, and you’re doing the hard work behind the scenes, people will see that. Your brand will feel different and your impact will be real.

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