8 March 2024
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An important step for climate change and CO2 emissions
There is a growing need worldwide for reliable and socially responsible business and investment. Sadly, all too often companies make their products or activities appear environmentally friendly or more sustainable, even unknowingly at times. This is also referred to as greenwashing.
Not only is this harmful for the environment and the world, it also undermines consumer trust. The EU recently passed legislation to put a stop to this and better inform consumers about the sustainability of products and services.
To tackle greenwashing, the Open University and APG have joined forces with the Brightlands Smart Services Campus and the AI hub Brightlands to conduct research within the scope of the new ELSA Lab Anti-greenwashing. AI technology and the use of (alternative) data sources will be leveraged to better identify and predict which companies this involves, working on the basis of the so-called ELSA-by-design approach. This research is vital to the detection, prediction and prevention of greenwashing which is one of the main obstacles to achieving the goals of the Paris Climate Agreement. Open University and APG team up to fight greenwashing