A study by researchers at the University of Miami has claimed that as many as 98% of the environmental claims made by meat and dairy firms could be categorised as greenwashing.
The study, Environmental claims, climate promises, and ‘greenwashing’ by meat and dairy companies, which was published in PLOS Climate, examined 1,233 environmental claims made by 33 of the largest global meat and dairy companies between 2021 and 2024.
Of these claims, more than two thirds (68%) were related to climate-related issues, such as emissions reduction measures, while 38% were statements about intended future outcomes, such as targets to achieve carbon neutrality by 2030.
According to the authors, the majority of said claims were classed as unverifiable, as they referred to future actions without measurable evidence.
‘Empty promises’
“Meat and dairy companies are talking a lot about climate change, which makes sense because animal-based foods lead to more emissions and other environmental impacts than other kinds of foods,” commented Jennifer Jacquet, professor of Environmental Science and Policy and corresponding author on the study.
“But when so much of what these companies say seem to be empty promises that are not backed up with evidence or investments, it starts to look more like a public relations exercise rather than caring for the planet.”
As the researchers note, of the total number of claims assessed, some 356, or 29% of the total, included some form of company-provided evidence, while scholarly evidence was provided to support just three of these claims.
Some 17 of the 33 companies assessed had made net-zero commitments at the time of the study, compared to just four companies in 2020, however according to the researchers, these commitments largely related to carbon offsetting rather than direct reductions in emissions.
Examining the environmental claims using a greenwashing framework, the researchers determined that 98%, or 1,213 of claims, could be categorised as greenwashing.
‘Illusion of climate progress’
“Greenwashing was rampant in the sustainability reports of the world’s largest meat and dairy companies, which can create the illusion of climate progress,” added Maya Bach, graduate student in the University of Miami’s Rosenstiel School’s Department of Environmental Science and Policy and lead author of the study.
“We are concerned that these claims can mislead the public, influence consumers, and reduce pressure on policymakers to take climate action.” Read more here.
