How do you avoid greenwashing in your sustainability report?

But then you face a difficult challenge: how can you be sure that your suppliers’ sustainability claims are accurate? One promises to be carbon neutral, another claims to operate circularly. But everyone calculates differently, uses different certificates, and applies different principles.

The result? You cannot compare parties objectively. And you run the risk of engaging in greenwashing without meaning to, simply because you do not have reliable, uniform data on which to base your claims.

Marjolein Koens-Schaddelee, Managing Director of AVEX, struggled with this exact question. As the third generation in the family business and one of the driving forces behind BRIX zero – the first fully carbon-neutral and circular AV solution – she wanted to not only claim sustainability efforts, but also substantiate them.

Through a joint relationship with the Johan Cruyff Arena, AVEX came into contact with GSES, the international platform for uniform sustainability data. And that changed everything.

In this article, you’ll read:

• Why the lack of uniform sustainability data makes organisations vulnerable for greenwashing
• How GSES ensures reliable and comparable sustainability data
• Why you can start with the data you already have, without administrative burden
• How uniform data makes fair comparison between suppliers possible
• How AVEX applies these principles in practice with BRIX zero

After reading, you’ll know exactly how to make your sustainability report reliable and avoid greenwashing.

The challenge: everyone calculates in their own way

You’re working hard to achieve your organisation’s sustainability goals. Reducing energy consumption, separating waste, purchasing green electricity. And you want to report on this too. Transparently, reliably.

But then you discover that every supplier has their own story. One calculates CO₂ emissions this way, another that way. One has certificate A, another certificate B. And no one seems to use the same principles.

The result? You cannot compare parties fairly. And you have no idea whether the impressive sustainability claims you hear are actually true.

It’s precisely this lack of uniformity that makes organisations vulnerable to accusations of greenwashing. Not because you deliberately share misleading information, but simply because you do not have reliable, comparable information.

“Just as we use metres and kilograms, sustainability data must also be uniform.”

Marjolein Koens-Schaddelee, Managing Director of AVEX, recognises this problem all too well. As the third generation in the family business and one of the key players behind the development of BRIX zero – the first fully carbon-neutral and circular AV solution – she struggled with precisely this question.

“We wanted to make our sustainability efforts measurable and transparent,” says Marjolein. “But how do you record that in a reliable way? How do you prevent it from remaining just a nice story without any hard evidence?”

Through a mutual connection, the Johan Cruyff Arena, AVEX came into contact with GSES. And that turned out to be the breakthrough.

GSES is the international platform for uniform sustainability data. What started in sectors such as fashion and food is now expanding to the AV sector. What makes GSES unique is that it offers a globally accepted standard for measuring and benchmarking sustainability performance.

“Just as we use metres or kilograms, sustainability data must also be uniform,” explains Kelly Ruigrok, CEO of GSES. “Only then can organisations make fair and transparent comparisons.”

Start with what you already have: no double work

One of the biggest frustrations with sustainability reporting? Endlessly filling in forms. Looking up 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 starts from your starting point. No duplication of work, no unnecessary administrative burden.

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

This not only makes it more efficient, but also more accessible. You don’t have to start over – you build on what you’ve already done.

Why uniform data prevents greenwashing

Uniform sustainability data is essential to prevent greenwashing. And this works in three ways.

1. Transparancy and verification
   GSES works with verified data. Claims are checked and substantiated. No fancy talk, just measurable figures that you can trace. This means that, as an organisation, you can’t just make claims. You have to be able to prove them. And that proof is provided according to the same standard as all other parties in the platform.
2. Fair compensation
   Because everyone uses the same standards, you can finally compare apples with apples. Supplier A and supplier B use the same method of calculation for CO₂ emissions. The same definitions. The same verification methods. “What seems cheap can turn out to be expensive in the long run,” says Marjolein. “Don’t automatically go for the lowest price, but look at lifespan, reuse, maintenance, and impact. With the data in GSES, it is now much easier to make a fair comparison.” This makes your decision-making process fairer and more substantiated. You no longer have to guess which party really offers the most sustainable solution.
3. Reliable input for reports
   With the arrival of CSRD (Corporate Sustainability Reporting Directive), the requirements for sustainability reporting are becoming increasingly stringent. You must be able to demonstrate where your figures come from. GSES-verified data is exactly what you need for these reports. Reliable, traceable, and in accordance with international standards.

From theory to practice: BRIX zero

AVEX applies these principles in BRIX zero. Together with partners Samsung, SONY, Logitech, Kenwel and Vogels, AVEX offers a solution that compensates the entire chain’s emissions.

How does this differ from other “green” solutions? GSES guarantees the reliability of the sustainability data.

This means that, as a customer, you not only get a carbon-neutral AV solution, but also verified data for your sustainability reports. No assumptions, no estimates – just measurable impact.

The chain responsibility that AVEX takes extends from the manufacturer to the end customer. Every link in the chain contributes to the overall sustainability performance. And every link reports according to the same GSES standard.

Chain collaboration: the key to reliable data

Sustainability is not something you can achieve alone. As an AV supplier, you can work as hard as you like on your sustainability goals – but if you don’t know the impact of the manufacturer, the logistics chain, and the installation, you’ll never get the full picture.

GSES facilitates this chain collaboration by:

• Ensuring all parties speak the same language
• Creating transparency throughout the chain
• Making joint goals measurable
• Sharing innovation between chain partners

Only through this transparency and joint goals can we make a real impact on sustainability. And only in this way can you avoid unintentionally engaging in greenwashing.

Reliable sustainability data starts with uniform standards

Preventing greenwashing in your sustainability reporting requires more than good intentions. It requires uniform, verified data that you can compare and trace.

As a sustainability manager or CSR coordinator, you probably struggle daily with the lack of uniform standards. All suppliers tell their own story, certificates are difficult to compare, and there is a risk that you can’t substantiate your claims. This makes you vulnerable to accusations of greenwashing, even if you’re trying to do the right thing.

GSES offers the solution by enabling uniform sustainability data. Just as we use metres or kilograms, GSES provides a single standard that allows you to measure, compare, and report. You start with what you already have, without endless duplication of work, and obtain verified data that can withstand critical scrutiny.

At AVEX, we have applied these principles in BRIX zero. We have created complete transparency across the entire chain, from producer to end customer. And we can see that it works: reliable data, fair comparison, and measurable impact instead of empty promises.

Would you also like to start reliable sustainability reporting and prevent greenwashing? Contact AVEX at www.brixzero.nl. We would be happy to help you figure out how to apply GSES-verified sustainability data in your AV infrastructure. Then you’ll already be well on your way to sustainability with your audiovisual solutions!