It's a good thing when business sustainability claims come under scrutiny. It's only right that organisations making environmental commitments—particularly on carbon neutrality—face reasonable questions from customers, regulators, and the media.
We work with organisations that are genuinely committed to measuring, reducing, and offsetting their emissions. Until new technologies emerge, offsetting is a necessary part of climate strategies in certain sectors. But real, measurable reductions must come first. Toitū Envirocare stands by this principle, we advocate for clients to prioritise emissions reductions before offsetting unavoidable emissions.
The way you talk about climate action matters. We see where confusion arises, and where well-intentioned businesses get caught out by unclear claims. Particularly when it comes to offsetting. Companies that roll back on making carbon claims simply because of concerns over consumer trust or regulatory uncertainty are loosing out. Getting it right is entirely possible—here's how.
Best practice for climate claims
1. Link claims to measurable action
Every climate claim should be supported by clear, verifiable proof, data or actions. Businesses should outline how they measure emissions, set reduction targets, use offsets or receive third-party certification or assurance. This helps demonstrate accountability.
For example, instead of "We are carbon net zero" say, "We measure and reduce our emissions in line with science-based targets, offsetting only what remains unavoidable."
2. Use clear and accessible language
Avoid jargon. People need simple, direct language to understand your climate actions. This builds trust and ensures your message reaches a broader audience.
For example, instead of "Leveraging decarbonisation strategies," say, "We have reduced our energy use by 15% and are transitioning to 100% renewable electricity."
3. Show your progress over time
Climate action is a journey, not a one-off event. Businesses should demonstrate year-over-year improvements. Frameworks like Toitū's Climate Impact certification ensure continuous progress, not just compliance.
For example, "Over the past three years, we have reduced emissions by 12% through operational efficiencies, while offsetting our remaining footprint with verified carbon removals."
4. Be transparent about offsets
Offsets can be vital, but they should complement, not replace, direct emissions reductions. Communicate the quality and integrity of your offsets to show they align with your overall strategy.
For example, "While we work to cut emissions, we offset remaining emissions through certified reforestation projects that remove carbon from the atmosphere."
The future of climate communication
The bar for climate communications is rising and businesses that focus on transparency, measurable reductions, and science-based actions will lead the way. We’re committed to helping businesses make credible, science-backed claims.
Later this year we're releasing an updated guidance document for clients on this topic.
The path forward is clear: by focusing on impact, transparency, and continuous improvement, businesses can build trust, seize opportunities, and prove they’re serious about sustainability.