Greenwashing: what it is and how to recognize it in logistics

In recent years, sustainability has also become a central topic in the logistics sector. Reducing emissions, energy efficiency, responsible packaging and optimising transport are now increasingly important aspects for companies and customers.

Alongside this positive change, however, the risk of non-transparent or misleading communications is also growing. This is where greenwashing comes into play, i.e. the practice of presenting as sustainable activities that, in fact, do not produce concrete environmental benefits.

But what is greenwashing really and how to recognize it in logistics? Let’s find out together.

The term greenwashing indicates a communication strategy that aims to build a “green” image of the company without a real measurable environmental commitment.

In practice, ecological claims, advertising messages or references to sustainability are used to improve the reputation of the brand, without introducing concrete changes in production or logistics processes.

The risk is to transform sustainability into simple marketing, generating confusion among consumers and penalizing companies that really invest in responsible innovation.

In  the logistics sector,  the issue of greenwashing is particularly delicate, because transport, warehouses, packaging and distribution significantly affect the overall environmental impact of a company.

Talking about sustainable logistics means really intervening on several fronts: optimization of routes, reduction of empty runs, efficient use of energy resources, choice of more responsible packaging and continuous improvement of processes.

On the other hand, when you communicate sustainability without data, clear targets or verifiable actions, you risk easily falling into greenwashing in the supply chain.

There are some useful signs to distinguish a concrete strategy in favor of environmental impact from a “green” communication that is only a façade.

In the logistics industry, expressions such as “eco-friendly“, “green” or “low impact” are often used. However, if these statements are devoid of measurable data, they are not very credible and unreliable.

If no goal, metric, or progress over time is hightlighted, the  company’s true environmental commitment is difficult to be assessed.

Advertising campaigns that are very green-oriented, but without substantial operational changes in transport or warehouses, can hide a superficial approach to the issue of sustainability.

Many companies, in fact, talk about “CO2 reduction” or “carbon neutrality” without considering all the phases of the logistics chain.

The adoption of certified systems and verifiable procedures is an important element in demonstrating the reliability of the company.

A company can be defined as truly sustainable when it integrates environmental protection into its daily activities, through concrete, measurable and continuous choices over time.

Declarations of principle are not enough: real actions are needed that improve operational efficiency and reduce environmental impact throughout the supply chain.

The most significant interventions include:

• Optimization of loads and delivery routes
• Reduction of energy consumption in warehouses
• Efficiency of plants and logistics structures
• Responsible use of packaging materials
• Monitoring of environmental performance over time
• Investments in innovation and continuous improvement

In addition, there are also intermodal transport solutions, such as the piggyback system, which makes it possible to combine road and rail, reducing traffic, emissions and the overall impact of distribution.

Because truly sustainable logistics is not measured by slogans, but by real results and concrete solutions.