{"id":1794,"date":"2021-10-22T14:33:53","date_gmt":"2021-10-22T12:33:53","guid":{"rendered":"https:\/\/ecochain.com\/blogs\/danger-of-not-measuring-sustainability\/"},"modified":"2025-03-26T11:59:18","modified_gmt":"2025-03-26T11:59:18","slug":"danger-of-not-measuring-sustainability","status":"publish","type":"post","link":"https:\/\/ecochain.com\/de\/blog\/danger-of-not-measuring-sustainability\/","title":{"rendered":"The Danger Of Doing Sustainable Without Data: A Practical Example"},"content":{"rendered":"<p>It happens more often than you think.<\/p>\n<p>Companies claim to be sustainable- just because they <strong>perceive<\/strong> certain actions as sustainable.<\/p>\n<p>Often this goes together with actions that look good to external stakeholders.<\/p>\n<p>But- how do you know if what you are doing is <strong>actually<\/strong> making your company more sustainable?<\/p>\n<h2><strong>Making decisions based on\u2026what?\u00a0<\/strong><\/h2>\n<p><span style=\"font-weight: 400;\">The principle is simple. If you don\u2019t have any- or correct environmental data in the first place, how do you know if what you are doing is making a difference?<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Sometimes, companies\u2019 actions to tackle sustainability can completely backfire. And that\u2019s because thinking you know where your impact comes from. And actually knowing where it comes from- can have <\/span><b>completely different outcomes.\u00a0<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Now- what\u2019s the danger of not having environmental data to guide your sustainability decisions?\u00a0<\/span><b><\/b><\/p>\n<ul>\n<li aria-level=\"1\"><b>Sustainability fails: <\/b><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">This dangerous result is the most obvious: random sustainability actions can turn into sustainability fails. Sustainability can be very tricky if you don\u2019t have the insights to ignite or monitor improvements. If you (accidentally) choose the wrong material, or forget about an important process- your sustainability efforts can flop. And this can have serious business consequences.<\/span><\/p>\n<ul>\n<li aria-level=\"1\"><strong>Greenwashing fees: <\/strong><\/li>\n<\/ul>\n<p>If companies are suspected of greenwashing, this can result in serious fees. In the Netherlands, watchdog <a href=\"https:\/\/www.acm.nl\/en\" target=\"_blank\" rel=\"noopener\">ACM<\/a> (Netherlands Authority for Consumers and Markets) makes sure that companies who make claims without evidence are \u2018punished\u2019. A heavy reaction increasing in many other countries, e.g. the UK\u2019s <a href=\"https:\/\/www.asa.org.uk\/\" target=\"_blank\" rel=\"noopener\">Advertising Standards Authority.\u00a0<\/a><\/p>\n<ul>\n<li aria-level=\"1\"><b>Loss of business:<\/b><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Mistakes cost money. Especially if they hurt your business model. Sometimes a \u2018loose\u2019 sustainable decision results in actions that require even more effort when you finally do have the insights. With all the existing and upcoming <\/span><a href=\"https:\/\/ecochain.com\/blog\/eus-green-deal-lca-preparation\/\"><span style=\"font-weight: 400;\">sustainability regulations<\/span><\/a><span style=\"font-weight: 400;\"> and <\/span><a href=\"https:\/\/ecochain.com\/blog\/csrd-esrs-eu-reporting-guidelines\/\"><span style=\"font-weight: 400;\">reporting requirements <\/span><\/a><span style=\"font-weight: 400;\">(e.g. CSRD), making mistakes or doing half-work is simply a no-go.\u00a0<\/span><\/p>\n<ul>\n<li aria-level=\"1\"><b>Loss of competitive advantage: <\/b><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Sustainability often works top-down. Important stakeholders, such as your buyers or investors- demand transparent sustainable efforts and numbers to improve their own. This turns improved and credible environmental data into a competitive advantage. E.g in the Dutch construction sector- environmental scores have become a criterion to win tenders. The result: not having environmental data simply means you lose out on business opportunities.\u00a0<\/span><\/p>\n<ul>\n<li aria-level=\"1\"><b>Brand damage:<\/b><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">A study conducted by <\/span><a href=\"https:\/\/www.nielsen.com\/us\/en\/insights\/article\/2018\/global-consumers-seek-companies-that-care-about-environmental-issues\/\"><span style=\"font-weight: 400;\">Nielsen<\/span><\/a><span style=\"font-weight: 400;\"> showed 81% of global consumers feel very strongly towards companies that help improve our environment. Customers demand <\/span><b>credible<\/b><span style=\"font-weight: 400;\"> and transparant sustainable action. They want to know if their purchasing decisions truly make a difference. Damaging customer trust or creating \u2018greenwashing\u2019 suspicion not only hurts your brand- it will also hurt your sales numbers.\u00a0\u00a0\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Let\u2019s see how these mistakes can look like in practice. And what we can learn from them.<\/span><\/p>\n<figure class=\"wp-block-image size-large is-resized\"><img fetchpriority=\"high\" decoding=\"async\" class=\"wp-image-15453\" src=\"https:\/\/ecochain.com\/wp-content\/uploads\/2023\/05\/The-conseqeunces-of-doing-sustainable-without-measuring-data.jpg\" sizes=\"(max-width: 560px) 100vw, 560px\" srcset=\"\" alt=\"The five consequences for companies that 'do sustainable' without measuring their environmental footprint first. \" width=\"560\" height=\"688\" \/><figcaption>Image 1. Five consequences for companies that \u2018do sustainable\u2019 without measuring their environmental footprint first.<\/figcaption><\/figure>\n<h2><strong>Practical example: McDonald\u2019s sustainable paper straws that can\u2019t be recycled<\/strong><\/h2>\n<p><span style=\"font-weight: 400;\">In 2018, McDonald\u2019s UK announced they were replacing their plastic straws (with the daily use being 1.8 million!) with 100% recyclable paper alternatives to cut down on single-use plastic waste. <\/span><span style=\"font-weight: 400;\">However, after the replacement process, <strong>a<\/strong><\/span><span style=\"font-weight: 400;\"><strong> problem popped up.<\/strong> <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Although their plastic straws could be recycled- their paper straws can\u2019t. Because the recycling infrastructure for this specific paper material\u2026 simply does not exist yet. A choice that led to a higher environmental footprint than before. Let us explain.\u00a0<\/span><\/p>\n<h3>Recyclable plastic straws vs. non recyclable paper straws<\/h3>\n<p><span style=\"font-weight: 400;\">We calculated the carbon footprint of both products (the standard products) in our tool. This calculation incorporated every stage in the product\u2019s lifecycle- from the production until the end-of-life phase (incineration, landfill or recycling). We calculated *two scenarios:\u00a0<\/span><\/p>\n<p><em><strong>(1) Both straws are incinerated:<\/strong> <\/em>The results showed a carbon footprint of 2.63 x 10<sup>3<\/sup> kg <span style=\"font-weight: 400;\">CO\u2082-eq<\/span> <span style=\"font-weight: 400;\">for the paper straw vs. 2.33 x 10<sup>3 <\/sup>kg CO\u2082-eq for the plastic straws. A small difference, but still in favor of plastic. The main difference in impact coming from: the production of the paper.\u00a0\u00a0<\/span><\/p>\n<p><em><span style=\"font-weight: 400;\"><strong>(2) Only plastic straws are recycled: <\/strong><\/span><\/em><span style=\"font-weight: 400;\">The results showed a carbon footprint of 2.63<\/span><span style=\"font-weight: 400;\"> x 10<sup>3 <\/sup>CO\u2082-eq<\/span> <span style=\"font-weight: 400;\">for the paper straw (not recyclable) vs. 1.32 x 10<sup>3 <\/sup><\/span><span style=\"font-weight: 400;\">kg CO\u2082-eq for the plastic st<\/span><span style=\"font-weight: 400;\">raw (recyclable). A significant difference due to the impact that can be deducted from recycling the plastic straws.<\/span><\/p>\n<p><em>*Disclaimer: This calculation is performed for the best-and worst case scenario and assumes that either 100% of plastic straws are recycled or not. We are not advocating the use of plastic straws, but that decision-making without environmental data is dangerous if it doesn\u2019t improve your environmental footprint.<\/em><\/p>\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" class=\"wp-image-15496\" src=\"https:\/\/ecochain.com\/wp-content\/uploads\/2023\/05\/McDonalds-non-recyclable-paper-straws-vs.-recyclable-plastic-straws-4.jpg\" sizes=\"(max-width: 698px) 100vw, 698px\" srcset=\"\" alt=\"\" width=\"698\" height=\"558\" \/><figcaption>Image 2. The carbon footprint of McDonald\u2019s current non-recyclable paper straws vs. its previous recyclable straws. The carbon footprint includes all greenhouse gas emissions (GHG) expressed in kg\u00a0CO\u2082\u00a0equivalents (kg\u00a0CO\u2082-eq). Making it possible to come to a single metric.<\/figcaption><\/figure>\n<h3><strong>Considering the whole product lifecycle<\/strong><\/h3>\n<p><span style=\"font-weight: 400;\">If McDonalds would have considered the entire lifecycle of their product when calculating their environmental footprint. They would have know the \u2018recyclable\u2019 ingredient choices they made for their paper straws would have not been in line with the data from the straws\u2019 recycling phase.\u00a0<\/span><\/p>\n<h5><b>The lessons learned:<\/b><\/h5>\n<p><strong>1. Sustainability requires understanding of your product\u2019s <span style=\"text-decoration: underline;\">entire<\/span> lifecycle:<\/strong><\/p>\n<ul>\n<li>A decision you make in one phase (e.g. your production)- also influences the rest of them (e.g transport or recycling options). Meaning: If you choose a different main ingredient for your product. You need to ensure that it also guarantees the best possible outcome in every realistic end-of-life scenario (recycling, waste, etc.).<\/li>\n<li>In reality only <a href=\"https:\/\/www.science.org\/doi\/10.1126\/sciadv.1700782\" target=\"_blank\" rel=\"noopener\">91% of all the previous plastic straws<\/a> and now 100% of McDonalds paper straws aren\u2019t- or can\u2019t be recycled. This means that all these straws actually end up in the oceans, landfills or get incinerated. Impacting marine life, polluting soil, etc. You can- and should always aim to incorporate these recycling numbers in your <a href=\"https:\/\/ecochain.com\/blog\/impact-categories-lca\/\" target=\"_blank\" rel=\"noopener\">footprint calculations<\/a>.<\/li>\n<\/ul>\n<p><strong>2. Model and compare sustainable alternatives for the best result.<\/strong><\/p>\n<p>The realistic end-of-life scenarios of straws definitely don\u2019t look great. So, perhaps<span style=\"font-weight: 400;\"> another more sustainable material (bioplastics or biodegrable materials) or paper type (e.g. sugar beet paper) would have proven to be a better choice for McDonalds in tackling these end-of-life problems. These different scenarios with different ingredients can be <strong>modeled and compared<\/strong> with the support of environmental data.\u00a0<\/span><\/p>\n<p><strong>3. Sustainability requires collaboration:<\/strong><\/p>\n<p>You can search for <strong>partners<\/strong> that can help you out with involving innovative new products (e.g. biodegrable straws) in your footprint calculations. Of course, search for partners that have or are willing to calculate their own footprint too. This gives you t<span style=\"font-weight: 400;\">he correct environmental data to compare sustainable alternatives.\u00a0<\/span><\/p>\n<p><strong>4. Model scenarios for the future, but don\u2019t be too futuristic:<\/strong><\/p>\n<p>Although McDonalds paper straws are made of 100% recyclable papermaterials. It can take years before the corresponding recyclingsystem is in place. Until then, they are still polluting. So, if you use an innovative product- always ensure that it is actually applied in the correct way. (If it is recyclable, ensure the actual infrastructure is there too.)<\/p>\n","protected":false},"excerpt":{"rendered":"<p>It happens more often than you think. Companies claim to be sustainable- just because they perceive certain actions as sustainable. Often this goes together with actions that look good to external stakeholders. But- how do you know if what you are doing is actually making your company more sustainable? Making decisions based on\u2026what?\u00a0 The principle [&hellip;]<\/p>\n","protected":false},"author":89,"featured_media":1795,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[75],"tags":[],"industries":[14,15,16,17,18],"use-cases":[21,23],"departments":[25,26,27,28,29],"class_list":["post-1794","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-other","industries-apparel","industries-construction","industries-food-beverage","industries-other","industries-packaging","use-cases-lca","use-cases-sustainability-claims","departments-commercial","departments-other","departments-production","departments-rd","departments-sustainability"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.3 (Yoast SEO v27.3) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>The danger of doing sustainable without data - A practical example<\/title>\n<meta name=\"description\" content=\"Companies claim to be sustainable- just because they perceive certain actions as sustainable. 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