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How does deforestation impact wildlife and biodiversity? What you need to know.

Forests cover <a href="https://www.fao.org/state-of-forests/en/">31% of the land</a> on our planet, and they are critically important for stabilising the climate, absorbing approximately <a href="https://www.iucn.org/resources/issues-briefs/forests-and-climate-change#:~:text=Approximately%202.6%20billion%20tonnes%20of,America%20%E2%80%93%20offer%20opportunities%20for%20restoration.">2.6 billion tonnes of CO2</a> each year. They also provide more than <a href="http://www.fao.org/state-of-forests/en/">86 million</a> green jobs and support the livelihoods of many more. An estimated<a href="http://www.fao.org/state-of-forests/en/"> 880 million people</a> spend part of their time collecting fuel wood or producing charcoal, and of people living in extreme poverty, over <a href="http://www.fao.org/state-of-forests/en/">90%</a> are dependent on forests for at least part of their livelihoods. 
However, forests aren’t just important to us. They are also important to the wildlife that lives within them. From the boreal forests in the far North to the famously biodiverse rainforests of the tropics, forests are thought to provide habitat for <a href="http://www.fao.org/3/ca8642en/CA8642EN.pdf">80%</a> of amphibian species, <a href="http://www.fao.org/3/ca8642en/CA8642EN.pdf">75%</a> of bird species and <a href="http://www.fao.org/3/ca8642en/CA8642EN.pdf">68% </a>of mammal species. 
But these forests are being destroyed and degraded at an alarming rate. Since 1990, it is estimated that <a href="https://reliefweb.int/sites/reliefweb.int/files/resources/CA8642EN.pdf">420 million hectares</a> of forest have been lost through conversion to other land uses. In addition, more than <a href="https://reliefweb.int/sites/reliefweb.int/files/resources/CA8642EN.pdf">100 million hectares</a> of forest are adversely affected by forest fires, pests, diseases, invasive species, drought, and other events that are exacerbated by human activity. The main driver of deforestation and associated loss of biodiversity <a href="https://ourworldindata.org/drivers-of-deforestation">continues to be agricultural expansion, particularly large-scale commercial agriculture including cattle ranching</a> and cultivation of soybean and oil palm. You can read more about the sectors driving deforestation <a href="https://x.ecologi.com/articles/blog/industries-and-sectors-driving-deforestation-what-you-need-to-know">here</a>.
We decided to explore how deforestation affects the wildlife that lives in and around the world’s forests.

Wildlife is increasingly becoming threatened by human activities and changing climates. The <a href="https://www.iucnredlist.org/">IUCN Red List of Threatened species</a> is the world’s most comprehensive information source of the global extinction risk of animals, fungi, and plant species. It lists species and classifies how threatened they are according to the following categories: Extinct, Extinct in the Wild, Critically Endangered, Endangered, Vulnerable, Near threatened and Least Concern.
Approximately <a href="https://www.worldwildlife.org/threats/deforestation-and-forest-degradation">80%</a> of the world’s land-based species live in forests. When these forests are destroyed, animals lose their homes and are often unable to survive in the small fragments of forests left behind. The <a href="https://www.weforum.org/agenda/2019/12/habitat-destruction-malaysia-sumatran-rhino-critically-endangered-animals/">destruction and fragmentation of forests is the biggest driver of extinction</a> across the world. <a href="https://www.nature.com/articles/nature23285">A 2017 study</a> of more than 19,000 species of birds, amphibians, and mammals found that deforestation substantially increased the odds of species being listed on the IUCN red list as threatened and exhibiting declining populations. Even localised or small-scale deforestation can result in extinctions, as many species exist within small geographic areas.
There are a number of ways in which deforestation can impact wildlife living within and around forests.
Habitat loss – Habitat loss is probably the biggest threat to the variety of life on Earth today. It is identified as a main threat to <a href="https://wwf.panda.org/discover/our_focus/wildlife_practice/problems/habitat_loss_degradation/">85% of all species </a>described in the IUCN’s Red List. Deforestation can lead to a direct loss of wildlife habitat, with the removal of trees and other types of vegetation reducing the available food, shelter, and breeding habitat for animals. For example, tigers have lost an estimated <a href="https://www.worldwildlife.org/species/tiger">95% of their historic range</a> as their habitat has been destroyed, degraded, and fragmented by human activities.
Habitat fragmentation – While evidently interlinked, habitat loss and fragmentation are distinct concepts. Habitat loss, in relation to forests, refers to a reduction in the area of a forest, whilst habitat fragmentation involves the division of a once continuous area of forest into multiple patches. Smaller fragments of forest can support fewer animals and smaller populations are more at <a href="https://www.ncbi.nlm.nih.gov/pmc/articles/PMC5182433/">risk of extinction</a>. For example, <a href="https://www.hindawi.com/journals/ijecol/2012/108752/">giant pandas are particularly affected by habitat fragmentation</a>, and many giant panda populations are small and isolated, resulting in limited gene flow and increased risk of inbreeding and its associated disadvantages.
Human interaction – The destruction of forests and the splitting up into smaller areas makes them more accessible to humans. This increases the occurrence of human-wildlife conflict, where the needs and behaviour of wildlife impacts negatively on humans, or when humans negatively affect wildlife. For example, this can include increased hunting and poaching of animals as they become more accessible to hunters, increased occurrence of roadkill and road traffic accidents, and wildlife causing destruction of property, crops, livestock, and even human lives. Increased contact with humans can cause species numbers to dwindle, and even go extinct. <a href="https://wwf.panda.org/discover/our_focus/wildlife_practice/problems/habitat_loss_degradation/">An example </a>is in the palm oil plantations of Africa, Latin America and Asia where large areas of rainforest are cleared to grow palm crops. Orangutans, tigers, elephants, rhinos and many other species are increasingly isolated, and their sources of food and shelter are in decline.
Change in canopy structure – The forest canopy plays an important role blocking the sun’s rays during the day and retaining heat at night. Removing trees deprives the forest of portions of its canopy, and this disruption leads to <a href="https://www.nationalgeographic.com/environment/global-warming/deforestation/">more extreme temperature swings </a>which can be harmful to animals.
These are some of the general effects that deforestation is having on species that reside in the world’s forests. But what about the areas that Ecologi works in? What animals are being affected by deforestation – and how are we helping?

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The island of Madagascar split from Africa over 160 million years ago, and since then it has developed its own distinct ecosystems and extraordinary wildlife. An estimated <a href="https://www.worldwildlife.org/places/madagascar">95%</a> of Madagascar’s reptiles, <a href="https://www.worldwildlife.org/places/madagascar">89%</a> of its plants and <a href="https://www.worldwildlife.org/places/madagascar">92%</a> of its mammals are endemic, meaning they exist nowhere else on Earth. 
However, more than <a href="https://www.lcluc.umd.edu/hotspot/deforestation-madagascar">90%</a> of Madagascar’s original forests have been destroyed, displacing entire animal species. The small-scale but widespread clearance of forests, through slash and burn agriculture and logging for firewood and charcoal production is jeopardising the island’s habitats. As a result, several species such as lemurs and chameleons that evolved here over millions of years may become extinct before the end of the century. Almost a third (<a href="https://www.iucn.org/news/species/202007/almost-a-third-lemurs-and-north-atlantic-right-whale-now-critically-endangered-iucn-red-list">31%</a>) of all lemur species in Madagascar are now Critically Endangered – just one step away from extinction – with <a href="https://www.iucn.org/news/species/202007/almost-a-third-lemurs-and-north-atlantic-right-whale-now-critically-endangered-iucn-red-list">98%</a> of them threatened. Among those recently listed as critically endangered in 2020 include the <a href="https://www.iucnredlist.org/species/18354/115572044">Verreaux’s Sifaka lemur</a> and the <a href="https://www.iucnredlist.org/species/41573/115579496">Madame Berthe’s Mouse Lemur</a>, the smallest primate in the world.
Particularly of concern in Madagascar are the mangrove forests. Madagascar contains <a href="https://www.mdpi.com/2072-4292/8/2/106/pdf">2% of the world’s mangroves</a>, accounting for 20% of African mangrove forests. However these are being deforested at alarming rates, and entire mangrove estuaries are now gone, leaving the bare earth to wash away into the sea. Mangroves, as well as storing massive amounts of carbon, are really important for wildlife. They provide breeding grounds and nurseries for numerous fish species and shellfish, and help trap sediments that might otherwise adversely affect habitats for marine life such as seagrass beds and coral reefs. 
The mangroves in Madagascar have critical importance for numerous endemic species that are listed on the IUCN Red List. These include bird species that use the mangroves for nesting and roosting: the <a href="https://www.iucnredlist.org/species/22680252/92852755">Madagascar Teal</a> listed as Endangered; the <a href="https://www.iucnredlist.org/species/22695121/125395004">Madagascan Fish-Eagle</a> listed as Critically Endangered; the <a href="https://www.iucnredlist.org/species/22697012/93598644">Madagascar Heron </a>listed as Endangered; and <a href="https://www.iucnredlist.org/species/22731855/196574917">Malagasy Sacred Ibis</a> listed as Endangered.
This is why the <a href="https://x.ecologi.com/projects/mangrove-planting-in-madagascar">mangrove planting projects</a> we support in the north west of the island are so important.  So far, the Ecologi community has funded the planting of over 45.6 million trees in Madagascan mangrove projects!

Mozambique – protection of elephant habitats

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This East African country has rich and unique ecosystems that are home to 236 species of mammal, 740 species of bird and 5,692 species of vascular plant. Additionally, Mozambique is the home to 200 endemic mammal species, such as the African elephant.
Poaching for ivory and meat has traditionally been the major cause of decline for <a href="https://www.iucnredlist.org/species/12392/3339343">African elephants</a>,however currently the biggest perceived threat is the loss and fragmentation of habitat, caused by ongoing human population expansion and rapid land conversion. This has increased the amount of human-elephant conflict, which further aggravates the threat to elephant populations.
In <a href="https://x.ecologi.com/projects/reforesting-changalane-mozambique">Mozambique</a>, the Ecologi community has already funded the planting of over 5.9 million trees, helping to bring back a thriving ecosystem and prevent further deforestation by alleviating poverty and creating a long term maintenance and protection plan.

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One of Eden Reforestation Project’s <a href="https://x.ecologi.com/projects/reforestation-in-bosawas-nicaragua">tree planting sites in Nicaragua</a> that we have supported is within the Bosawas Biosphere Reserve, which forms part of the Mesoamerican Biological Corridor. This is a corridor that stretches between South and North America, connecting habitats and areas of tropical forest together to allow the movement of animals from one end of the corridor to the other.
This is especially important for <a href="https://www.iucnredlist.org/species/15953/123791436">jaguars</a>, which are endangered by habitat loss and fragmentation. Jaguars are the largest cat in the Americas, and have large round heads, short legs and a beautiful coat that is dotted with dark spots. These majestic animals are under serious pressure as their forest homes are being destroyed. Deforestation rates in Latin America are <a href="https://ourworldindata.org/grapher/commodity-deforestation-by-region">the highest in the world</a>, alongside tropical Africa. Fragmentation and displacement frequently lead to<a href="https://www.iucnredlist.org/spcies/15953/123791436#threats"> lowering of density</a> of jaguars in forest patches. Their range has also contracted significantly: jaguars used to be found all the way from south-western USA down to central Argentina, but they now occupy less than half of their historical range.
Jaguars are a single species, with no subspecies, meaning that all populations are connected throughout their range. Therefore, connectivity is vital to these animals, and ensuring links throughout the Americas is critical to maintaining populations. If the corridor is cut up by roads and development this leads to isolated populations with fewer animals. These populations have less genetic diversity and are more <a href="https://www.nationalgeographic.com/animals/2019/08/protecting-jaguars-wildlife-corridor-belize/">vulnerable to extinction.</a> 
At Ecologi, not only have we funded the <a href="https://x.ecologi.com/projects/reforestation-in-bosawas-nicaragua">planting of trees in Nicaragua</a> to help maintain this corridor, but we also funded a project to <a href="https://x.ecologi.com/projects/preserving-the-mesoamerican-biological-corridor-in-guatemala">protect existing rainforest</a> in the Mesoamerican Biological Corridor within Guatemala, thus helping to facilitate the movement of jaguars between different areas.

Scotland – wildlife is returning to the Dalry site

Deforestation is not just a tropical phenomenon. Vast areas of Scottish forests have also been cleared, and without human intervention it is likely that much of Scotland would be covered by trees. Ever since the first foresters entered Scotland’s ancient woodlands over 6,000 years ago, its trees and forests have been felled and harvested to make space for agriculture, homes and infrastructure. By the early 20th century, forest cover in Scotland, as well as in the rest of the UK, was reduced to around <a href="https://www.gov.scot/binaries/content/documents/govscot/publications/strategy-plan/2019/02/scotlands-forestry-strategy-20192029/documents/scotlands-forestry-strategy-2019-2029/scotlands-forestry-strategy-2019-2029/govscot%3Adocument/scotlands-forestry-strategy-2019-2029.pdf">5%</a>. This has since increased to around <a href="https://www.gov.scot/binaries/content/documents/govscot/publications/strategy-plan/2019/02/scotlands-forestry-strategy-20192029/documents/scotlands-forestry-strategy-2019-2029/scotlands-forestry-strategy-2019-2029/govscot%3Adocument/scotlands-forestry-strategy-2019-2029.pdf">18.5%</a>, which is higher than the rest of the UK, but still well below the EUs average of <a href="https://www.gov.scot/binaries/content/documents/govscot/publications/strategy-plan/2019/02/scotlands-forestry-strategy-20192029/documents/scotlands-forestry-strategy-2019-2029/scotlands-forestry-strategy-2019-2029/govscot%3Adocument/scotlands-forestry-strategy-2019-2029.pdf">43%</a>.
Scotland’s forests and woodlands support a diverse range of over 1,000 species. These include <a href="https://www.gov.scot/binaries/content/documents/govscot/publications/strategy-plan/2019/02/scotlands-forestry-strategy-20192029/documents/scotlands-forestry-strategy-2019-2029/scotlands-forestry-strategy-2019-2029/govscot%3Adocument/scotlands-forestry-strategy-2019-2029.pdf">172 protected species</a>, including the pine marten, twinflower, crested tit, scottish crossbill, black grouse and the capercaillie, as well as an estimated 75% of the UK’s red squirrel population.
A reforestation project in Scotland that the Ecologi community has supported is called Dalry, once home to native Scottish wildlife but which had become barren. This <a href="https://x.ecologi.com/projects/reforesting-scotland">project</a> is allowing wildlife to come back to this area. Jim from the Future Forest Company, our tree planting partner on this site, says, “you now see hen harriers, an endangered species, regularly on site, when before the sighting of a bird of prey was rare”. This is a great sign that the ecosystem is starting to recover.

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The WWF estimates that more than <a href="https://www.wwf.org.au/what-we-do/species/tree-clearing#gs.q5456g">80% of global deforestation</a> between 2015-30 will take place on 11 deforestation ‘fronts’. One of these is eastern Australia, in the states of Queensland and New South Wales (NSW). In Australia, tree-clearing is largely undertaken to create pasture for livestock, particularly for beef cattle production.
The impact of deforestation on wildlife is significant, with <a href="https://www.wwf.org.au/what-we-do/species/tree-clearing#gs.q5456g">964 of the 1250</a> Australian terrestrial animals’ species listed as threatened, with habitat fragmentation identified as a threat. These include <a href="https://www.iucnredlist.org/species/22684733/93044196#threats">Carnaby’s cockatoo</a>, the <a href="https://www.iucnredlist.org/species/22678108/131902050">southern cassowary</a>, <a href="https://www.iucnredlist.org/species/6426/21957127">Bennet’s tree kangaroo</a>, and the <a href="https://www.iucnredlist.org/species/16752/21955261">Cape York rock wallaby</a>, as well as the iconic <a href="https://www.iucnredlist.org/species/16892/166496779#threats">koala</a>. It is also estimated that, in NSW, between<a href="https://www.wwf.org.au/ArticleDocuments/353/AnimalWelfareImpacts_Summary_March19.pdf.aspx"> 4.9-10 million</a> native wild animals are killed in the process of tree-clearing each year.
Koalas are currently classified as<a href="https://www.iucnredlist.org/species/16892/166496779#threats"> vulnerable</a> with the key threat being continued habitat destruction, fragmentation, and modification, as the forests they live in are being rapidly cleared. Small populations of koalas in isolated sections of habitat are at the greatest risk of extinction. 
The <a href="https://x.ecologi.com/projects/wildlife-corridors-koalas-australia">reforestation project in NSW </a>that the Australian Ecologi subscribers can support was established to try to protect the local koala population in the Northern rivers of NSW. The main goal is to establish a wildlife corridor by planting 50,000 trees to allow koalas to move between habitat fragments and help their populations to bounce back.

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More than <a href="https://www.rainforest-alliance.org/articles/sustainable-forestry-in-appalachia">150 tree species</a> can be found in Appalachia, making it one of the most diverse ecological regions in North America. The Appalachians are home to more than <a href="https://www.rainforest-alliance.org/articles/sustainable-forestry-in-appalachia">200 globally rare plants and animals</a>, and more than <a href="https://www.rainforest-alliance.org/articles/sustainable-forestry-in-appalachia">15,000 documented wildlife species</a>, including the caribou, moose, black bear, wild boar, fox, and numerous small mammals, thrive there.
Appalachia’s forests are of particular importance as a breeding ground for migratory birds that spend the breeding season within this region, before flying south to overwinter in Mexico and Central and South America. These species include the Baltimore oriole, broad-winged hawk, red-eyed vireo, ruby-throated hummingbird, scarlet tanager, Tennessee warbler, and the cerulean warbler. 
However, the resource wealth of the region has meant that much of the forest has been deforested and degraded by mining and timber operations, with an estimated <a href="https://www.worldwildlife.org/ecoregions/na0403">83% </a>of the original habitat having been lost. Approximately <a href="https://www.rainforest-alliance.org/articles/sustainable-forestry-in-appalachia">80%</a> of the cerulean warbler population breeds within the Appalachian forests. This species is <a href="https://www.iucnredlist.org/species/22721740/153691320">threatened </a>by the conversion of its forest habitat for agricultural or urban use and the fragmentation of habitat left behind. 
A <a href="https://x.ecologi.com/projects/rewilding-the-appalachia-usa">planting project in Appalachia</a> that Ecologi subscribers can support is planting native tree species to help the entire ecosystem recover. This will help to preserve the unique biodiversity of the Appalachian region.

We couldn’t talk about deforestation without mentioning the Amazon rainforest. This is the world’s largest rainforest and river system, which contains nearly a third of all the tropical rainforests left on Earth. Despite covering only <a href="https://www.wwf.org.uk/where-we-work/amazon">1%</a> of the planet’s surface, the Amazon is home to <a href="https://www.wwf.org.uk/where-we-work/amazon">10%</a> of all known wildlife species, with many more being described each year.
However, as a result of the major pressures being exerted on the Amazon (large-scale agriculture and cattle ranching, small-scale agriculture, road and hydropower infrastructure, mining and logging), it is being deforested on a massive scale. <a href="https://rainforestrescueinternational.org/amazon-rainforest-now-how-much-of-it-is-left/">20%</a> has already been lost.
As well as releasing vast amounts of carbon into the atmosphere, this destruction and deforestation has numerous, complex impacts on the wildlife that lives within the forests. One example of an animal under threat from deforestation in the Amazon is the <a href="https://www.worldwildlife.org/species/black-spider-monkey">black spider monkey.</a> This is one of seven species of spider monkey found in Latin America, and it is one of the largest primates in South America. They play an essential role in the tropical rainforest ecosystem, aiding seed dispersal and thus helping the forest environment to continue to grow and thrive. However, these monkeys are threatened by the destruction of forests. They prefer mature tropical forests and seldom venture into disturbed habitats. This means that these monkeys are especially vulnerable to the effects of forest fragmentation.
Black spider monkeys don’t do so well in newly reforested areas, and that’s why some of the  projects Ecologi has supported (see <a href="https://x.ecologi.com/projects/preserving-untouched-brazilian-rainforest">here</a>, <a href="https://x.ecologi.com/projects/protecting-the-amazon-from-deforestation-in-brazil">here</a> and<a href="https://x.ecologi.com/projects/peruvian-protection-of-the-amazon"> here</a>) that protect existing rainforests in the Amazon are so important. These projects preventing deforestation in Brazil help to preserve the habitats of the black spider monkey and many other creatures.
In fact, one project is designed partly with a specific species in mind. This <a href="https://x.ecologi.com/projects/protecting-the-amazon-from-deforestation-in-brazil">avoided deforestation project in Almeirim, Brazil</a>, has objectives to protect the critically endangered Black bearded Saki (Chiropotes satanas). This species has decreased by at least 80% in the last 30 years and this trend is predicted to continue. In a scenario without the project we are helping to fund, the population trend of this species within this area is decreasing and becoming more threatened, mainly due to the loss of habitat caused by deforestation. However, in the scenario with this project, it is predicted there will be <a href="https://registry.verra.org/mymodule/ProjectDoc/Project_ViewFile.asp?FileID=45326&amp;IDKEY=a0e98hfalksuf098fnsdalfkjfoijmn4309JLKJFjlaksjfla9062504554">improvements</a> in the trend of the population of Chiropotes satanas.

A note on deforestation and climate change 

Deforestation is also impacting the ability of species to adapt to future climate change. For millennia, wildlife around the world has moved up and down mountains, and towards and away from the equator in order to cope with changes in the world’s temperature. However, the deforestation of tropical forests is creating a patchwork landscape where natural habitat is fragmented. <a href="https://www.nature.com/articles/s41558-019-0529-2">Recent research</a> has found that most tropical forest habitat is currently too disconnected to provide pathways to cooler climates, meaning that wildlife will struggle to escape the impacts of climate change.

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The majority of the world’s wildlife relies on forests for their food, shelter, and nesting sites. Worldwide, species are being threatened as their homes are torn down at alarming rates to make way for agriculture and infrastructure. It’s really important that we do our best to combat deforestation, not only for our sake, but for the sake of the animals and plants that live there. There are lots of organisations that are doing great work in this field.

Speak to our team about how your business can support projects both protecting and restoring forests

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How can businesses avoid greenwashing

In this guide we’ll cover…
<ul>
<li style="font-weight: 400;" aria-level="1"><a href="#controversial">Why is greenwashing so controversial?</a></li>
<li style="font-weight: 400;" aria-level="1"><a href="#greenwashing">What is greenwashing?</a></li>
<li style="font-weight: 400;" aria-level="1"><a href="#greenwishing">What is greenwishing?</a></li>
<li style="font-weight: 400;" aria-level="1"><a href="#greenhushing">What is greenhushing?</a></li>
<li style="font-weight: 400;" aria-level="1"><a href="#toptips">Top tips to avoid greenwashing</a> </li>
<li style="font-weight: 400;" aria-level="1"><a href="#commsguidelines">Our toolkit for helping businesses communicate</a></li>
<li style="font-weight: 400;" aria-level="1"><a href="#ourapproach">Ecologi’s approach to avoiding greenwashing</a></li>
</ul>
<h2>What is greenwashing &#8211; and why is it so controversial?</h2>
There’s no doubt about it, Greenwashing has become a very dirty word. It’s been a hot topic for the past decade, but it’s really been put under the spotlight over the last couple of years, and it even made it onto the COP27 agenda.

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And here’s the thing: Greenwashing detracts from the genuinely great work that many businesses are doing. It also erodes trust and creates cynicism towards the whole idea of climate action. And this can have real consequences for the environment.
Here are just a few of the problems that come from greenwashing:
<ul>
<li>It’s deliberately deceiving</li>
</ul>
When businesses and other organisations exaggerate or make false claims about their sustainability efforts, the deception can mislead consumers and undermine trust. 
<ul>
<li>It exploits genuine concern</li>
</ul>
Greenwashing takes advantage of people’s growing concern for the environment. Many people genuinely want to support eco-friendly products and businesses, and greenwashing takes advantage of this. 
<ul>
<li>It undermines legitimate efforts</li>
</ul>
Greenwashing diverts attention and resources away from businesses that are actually committed to sustainability. This creates an unfair advantage, and means the bad apples get all the publicity.  
<ul>
<li>It can cause environmental harm</li>
</ul>
When companies falsely claim their products are sustainable, it can lead to consumers making choices that aren’t actually that great for the environment. They might think they’re making a greener choice, but are unknowingly making the issue worse.  
<ul>
<li>It can lead to legal action </li>
</ul>
Those accused of greenwashing can now face regulatory and legal challenges. Regulatory bodies like the <a href="https://greenclaims.campaign.gov.uk/" target="_blank" rel="noopener">Green Claims Code</a> have guidelines and rules against false advertising, and greenwashing can result in fines and legal action. 
<ul>
<li>It creates scepticism </li>
</ul>
If people find out they&#8217;ve been misled, they might stop trusting the business, and possibly the whole idea of environmental marketing altogether. Their guard goes up, and scepticism towards legitimate eco-friendly products and businesses is the result. 
<ul>
<li>It hinders progress</li>
</ul>
By creating a false sense of achievement, greenwashing can hinder environmental efforts. That’s because it gives businesses and consumers a sense that they’re doing enough, when really much more is needed.
<h2>Greenwashing vs greenwishing vs greenhushing &#8211; what’s the difference?</h2>
Greenwashing isn’t the only spanner in the works. Greenwishing and greenhushing have also emerged as issues blighting the climate cause. So what’s the difference? 
<h3>Greenwashing</h3>
Greenwashing means misleading. It’s when a product, service or business is presented as being more sustainable than it really is. It tends to involve exaggerated claims of eco-friendly features and benefits.
For example, a company stamps &#8220;100% eco-friendly&#8221; all over its product packaging, but that product still contains harmful chemicals.
<h3>Greenwishing</h3>
Greenwishing is about insufficient action. It’s when a business has well-intended efforts as well as some delivered sustainability action, however, this work is unrepresentative compared to their size of business or the scope of change required to genuinely move the needle on decarbonising or creating sustainable change in a business.
For example, a business of 100 employees advertises that their only climate initiative is to plant a tree for every product they sell, without having any other carbon reduction initiatives to reduce their organisation’s emissions.
<h3>Greenhushing</h3>
Greenhushing means downplaying. It’s when a business keeps quiet about its environmentally-friendly initiatives (often through fear of greenwashing). It tends to involve businesses doing good things, but in a low-key way. 
For example, a business gives £10,000 to a climate charity but chooses not to publicise it because they fear being criticised by their customers for their charity choice, or not investing in alternative opportunities for climate action.
In summary, greenwashing involves deceptive practices, greenwishing involves insufficient actions, and greenhushing involves under-communicating sustainability efforts. All three are problem areas for sustainability communications, whether they stem from inaccuracy, insincerity, or modesty.
<h2>Top tips to avoid greenwashing </h2>
So how can your business avoid the greenwashing trap? Here’s our top tips:
<ul>
<li>Use specific language to communicate impact and goals</li>
</ul>
For example: “Over the last five years we’ve made a 57% reduction in carbon emissions across our facilities. But we’re not stopping there, we’re aiming for 95% by 2026.”
<ul>
<li aria-level="1">Back up claims with third-party certification</li>
</ul>
For example: “The climate projects we support through our partner, Ecologi, are certified by the Gold Standard and Verified Carbon Standard.”
<ul>
<li aria-level="1">Make sure initiatives are supported by wider operational changes (and share the details)</li>
</ul>
For example: “Switching to recycled plastics is just the start of how we’re reshaping our entire business and supply chain. Visit our sustainability web page to find out more.” 
<ul>
<li aria-level="1">Be honest about your sustainability journey (and areas for improvement)</li>
</ul>
For example: “We were proud to commit to net-zero operations by 2025, but now we’re raising the bar even higher and aiming for net-zero across our products and supply chain by 2040.”
<h2>Toolkits helping businesses communicate their impact</h2>
We’ve helped over 20,000 businesses with their climate action journey, and part of that is showing them how to communicate their impact in the right way. We’ve put together several toolkits to help businesses share their good work:
Business Toolkit
Our Business Toolkit is the one-stop-shop for everything companies need to communicate their work with Ecologi. It’s full of eye-catching visuals that you can share across your website or social channels.

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Badges 
Earn badges for climate impact. Once you’ve hit key milestones, including trees funded and carbon avoided, we’ll give you a shiny digital badge that you can share with your audiences online.

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Communications Guidelines
We’ve recently published <a href="https://docs.google.com/presentation/d/1LRTOYVIPLp5PN5C0mBhl35OjhQNqpCnZtOQMaAkpb1E/edit#slide=id.g2954c42f7e5_0_0" target="_blank" rel="noopener">new communications guidelines</a> to help businesses with the right terminology to use when sharing their progress. 
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<h2>Our own approach for avoiding greenwashing</h2>
It’s important we lead by example, and our unique position in the environmental sector means we need a clear stance on greenwashing. Here’s how we stay committed to being an organisation of high integrity: 
<ul>
<li aria-level="1">Trust through transparency</li>
</ul>
We strive to keep things out in the open, from our financials to our board meeting minutes. You can see the evidence of the impact you’ve funded in our Public Impact Ledger, and thanks to our expert panel you can rest assured that we only fund high quality climate projects. Find out more on our <a href="https://x.ecologi.com/transparency" rel="noopener">Transparency page</a>.
<ul>
<li aria-level="1">No partnerships with companies that don’t share our values</li>
</ul>
At Ecologi, we believe in inclusivity when it comes to funding climate impact through our self-serve tools and subscription plans. We&#8217;ve intentionally made this choice to ensure climate action remains accessible, guided by our belief that progress is more important than perfection. 
But in striving to be an ethical organisation, we rigorously evaluate prospective communication partners, including press releases, through a scorecard that checks they align with our values. This includes their sustainability credentials and the way they communicate about climate initiatives. 
We also maintain a commitment to not engage in relationships with organisations directly associated with the fossil fuel industry, as well as those in industries that don&#8217;t align with our values, such as weapons manufacturers and gambling companies.
We really want to help our amazing community avoid any accusations of greenwashing, and a big part of that is using the right terminology. When you <a href="https://x.ecologi.com/our-products">sign up</a> to Ecologi, our expert colleagues give you access to our helpful language guidelines to help avoid the greenwashing trap!

Speak to our friendly team of experts to find the right climate solution for your business and for our planet

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What happened at COP28

This year’s annual Conference of the Parties (COP28) took place between 30 November -12 December. Our team here at Ecologi monitored the events daily to bring you analysis and reaction of the developments as this 28th session of the parties to the UNFCCC (United Nations Framework Convention on Climate Change) took place.
What was COP28? Scroll down past our daily updates (or <a href="#whatiscop28">click here</a>) for a comprehensive guide to all things COP28.
What happened at COP27? <a href="https://x.ecologi.com/articles/blog/what-happened-at-cop27" target="_blank" rel="noopener">Read our blog</a> for a full report on the event in 2022.

COP28 - our daily updates

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<h2>COP28: what, where and when?</h2>
<a id="whatiscop28"></a>COP28 is the 28th <a href="https://unfccc.int/" target="_blank" rel="noopener">Conference of the Parties to the UNFCCC</a> &#8211; the UN’s primary climate change body. All United Nations member states are Parties to this treaty, as well as the European Union and other non-UN member states. That makes the COPs a huge event in the political calendar, where world leaders come together once per year to discuss, negotiate, and make commitments on climate change.
<a id="whereandwheniscop28"></a>This year’s COP takes place in Dubai, United Arab Emirates, from 30th November to 12th December 2023. The two-week conference will cover a number of crucial climate topics, including <a href="https://www.cop28.com/en/thematic-program" target="_blank" rel="noopener">climate finance, youth, agriculture, and more</a>.
We’ve previously covered events at <a href="https://x.ecologi.com/articles/blog/whats-happening-at-cop27" target="_blank" rel="noopener">COP27 in Sharm El Sheikh</a> and <a href="https://x.ecologi.com/articles/blog/what-happened-at-cop26" target="_blank" rel="noopener">COP26 in Glasgow</a>, so do revisit our articles on those if you need a refresher on how it all takes place.

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<h2><a id="keytalkingpoints"></a>What are the key talking points in the run up to COP28?</h2>
<h3>The hosts</h3>
As ever &#8211; or perhaps more than ever &#8211; this COP is mired in controversy before it’s even begun. As a nation, the host country, the UAE produces the <a href="https://ourworldindata.org/grapher/co-emissions-per-capita?tab=chart&amp;country=ARE~GBR~CHN~AUS~USA" target="_blank" rel="noopener">sixth-most emissions per capita of any country</a> in the world (21.8 tCO2e per capita in 2021, excluding land use change). It is one of the world’s ten largest oil producing countries, with <a href="https://www.trade.gov/country-commercial-guides/united-arab-emirates-oil-and-gas" target="_blank" rel="noopener">around 30% of its economy</a> based on oil production. The COP President is Sultan Ahmed Al Jaber, <a href="https://www.bbc.co.uk/news/science-environment-64240206" target="_blank" rel="noopener">who is CEO of ADNOC</a>, the Emirati state-owned oil company.
The UAE has also <a href="https://www.theguardian.com/environment/2023/aug/01/leak-uae-presidency-un-climate-summit-oil-gas-emissions-yemen" target="_blank" rel="noopener">been accused of attempting to whitewash</a> (and greenwash) its reputation ahead of the conference, including hiring a number of PR and lobbying agencies to promote the country’s image, which is often associated with strict restrictions on freedom, and <a href="https://www.amnesty.org/en/location/middle-east-and-north-africa/united-arab-emirates/report-united-arab-emirates/" target="_blank" rel="noopener">allegations of human rights violations</a>.
<h3>Fossil fuel phase-out</h3>
The ‘High-Ambition Coalition’, a loose group of around 15 Parties including France, the Marshall Islands, Sweden and the UK, has started preparing negotiations to phase out fossil fuels. This is notable because countries and multilateral groups are not always up-front about their negotiating stances prior to the conference, and even more seldom are those stances ambitious enough to meet the challenge of the climate crisis.
You may remember this was a key flashpoint back at COP26, where at the last minute the language of phasing out fossil fuels <a href="https://www.theguardian.com/environment/2021/nov/13/cop26-countries-agree-to-accept-imperfect-climate-agreement" target="_blank" rel="noopener">was disappointingly changed to phase down “inefficient fossil fuel subsidies&#8221;</a> in the final cover decision.
Whether the High Ambition Coalition can maintain this phase out stance throughout two weeks of negotiations remains to be seen. What is certain is that this issue has become the most glaring elephant in the room for the international climate conferences: we all understand that <a href="https://news.un.org/en/story/2022/09/1126931" target="_blank" rel="noopener">the burning of fossil fuels must end</a>. But the politics of the COPs has so far meant that a commitment (even a non-binding one) to end fossil fuel use for good has still not been delivered.
<h3><a id="whoisattending"></a>Who’s going (and who’s not)</h3>
In a first, Pope Francis <a href="https://www.wsj.com/world/pope-francis-to-attend-cop28-climate-change-conference-in-dubai-16c50cd5" target="_blank" rel="noopener">has announced</a> he will be attending COP28 this year, making him the first Pope to do so. He and the Vatican have been happy to speak out on climate change in recent years, including vocally backing the Paris Agreement and <a href="https://www.independent.co.uk/climate-change/news/donald-trump-pope-francis-slap-face-paris-agreement-climate-change-vatican-global-warming-a7767751.html" target="_blank" rel="noopener">criticising the US for withdrawing from it</a> under Donald Trump in 2020 (the US rejoined the Agreement under Joe Biden in 2021).
Biden himself will <a href="https://www.reuters.com/sustainability/cop/biden-unlikely-attend-dubai-cop-climate-meeting-sources-say-2023-10-31" target="_blank" rel="noopener">reportedly not be in attendance</a> this year, though he did attend COP 27 last year, and his administration is known for changing the President’s plans to make appearances last-minute. 
During his speech a few weeks ago where he announced the slackening of some of the UK’s climate commitments, <a href="https://www.bbc.co.uk/news/uk-66871073" target="_blank" rel="noopener">the Prime Minister Rishi Sunak announced</a> that he would be attending COP28. In addition, we now know that King Charles will also be attending, and <a href="https://www.royal.uk/news-and-activity/2023-11-01/the-king-will-attend-cop28-uae-0" target="_blank" rel="noopener">delivering an opening address on 1st December</a>. The King has been very vocal about environmental issues over the years, including <a href="https://www.youtube.com/watch?v=xV9n0LM63Bc&amp;t=12s" target="_blank" rel="noopener">taking part in our very own virtual festival of climate action</a> back in 2020.

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<h2><a id="whattoexpect"></a>What to expect during the COP</h2>
As is always the case, we can expect lots of talking points, controversies, and politicking to take place throughout the two weeks of the COP. 
Because of the fact that the conference host and key organising figures are so heavily associated with the fossil fuel industry, it seems unlikely that this COP will deliver much in the way of substantive commitments on reducing fossil fuel use. We can probably expect a lot of high-profile speeches and announcements early on, with the legal and policy commitments then steadily being watered-down over the two weeks.
There are other factors too, like a recent history of disappointment from the COPs, which so far have failed to halt annual increases in emissions &#8211; let alone begin reducing them. In the UK, with the conference being later than usual and finishing only two weeks before Christmas, we can probably expect relatively little cut-through into television and news media.
Throughout the conference, we’ll be bringing you regular updates as we follow along with the negotiations and announcements.

<h2>Partner with us for COP28 and beyond</h2>
Over the next 12 months we want to support as many businesses as possible to measure their footprint and help reduce their emissions.
If your business is interested in a brand partnership to help scale climate action or starting its climate journey during COP28 or beyond, get in touch 🌍

Speak to our team. We're here to help find your perfect climate solution.

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Meet 6 SMEs leading the way on climate action

In 2020, Sir David Attenborough said that “saving the planet is now a communications challenge”; a campaign worth embracing for any business..

Use these handy quick links to jump straight to a specific story&#8230;
<ul>
<li>Leading in sustainability: <a href="#ecosurety">Ecosurety</a></li>
<li>Helping businesses build low carbon websites: <a href="#complex">Complex Creative</a></li>
<li>Selecting clients who walk the walk: <a href="#remarkably">Remarkably</a></li>
<li>Revolutionising maritime decarbonisation: Ocean Infinity</li>
<li>Going all-in for sustainability: <a href="#climbing">Climbing Trees</a></li>
<li>Going beyond being sustainable &#8211; to being regenerative: <a href="#avery">Avery &amp; Brown</a></li>
</ul>

Sustainability can help Small- and medium-sized businesses (SME) fulfil their environmental responsibilities while enhancing client engagement, employee satisfaction, and commercial performance. It&#8217;s no longer a niche consideration; it&#8217;s a mainstream issue that&#8217;s compelling businesses to address their environmental impact.

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Regulators are cracking down on greenwashing. The European Parliament voted to support new rules to improve product durability by combating greenwashing and misleading claims on consumer labels, such as &#8216;CO2 neutral&#8217; or &#8216;carbon neutral.&#8217; Meanwhile, in the UK, the Advertising Standards Authority is pursuing stricter enforcement on adverts claiming carbon neutrality through offsetting.
<a href="https://x.ecologi.com/articles/blog/climate-commitments-survey" target="_blank" rel="noopener">Our recent survey</a> of 1,000 SME business owners and decision makers, conducted with the British Business Bank and One Poll, revealed that 76% of SMEs believe that having an environmental strategy is good for business. A significant 98% of SMEs that have taken steps to reduce their environmental impact have seen benefits to their business.
These range from improved brand image (43%), attracting more eco-conscious customers (38%), increased productivity and innovation (37%) and employee loyalty (34%). Over a third (31%) also say that they have benefited from increased revenue.

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Discover more about our <a href="https://cms-assets.offset.earth/app/uploads/20230328090053/Ecologi_BBB_Report_V6.pdf">SME climate commitments survey here</a>. 
SMEs (small and medium-sized enterprises) account for 99.9% of the UK business population With <a href="https://www.gov.uk/government/statistics/business-population-estimates-2023/business-population-estimates-for-the-uk-and-regions-2023-statistical-release">5.6 million</a> private sector businesses in the UK, their superpower is their collective power to champion protecting our planet and tackling the climate crisis. Here are 6 SMEs taking significant steps toward climate action.

<a href="https://www.ecosurety.com/" target="_blank" rel="noopener">Ecosurety</a>, based in Bristol, UK, is a sustainability leader, supporting UK recycling projects with transparency and innovation. They are the first B Corp certified compliance scheme in the UK. Through working with Ecologi’s <a href="https://x.ecologi.com/articles/blog/carbon-accounting-101-what-is-it-and-why-you-should-do-it" target="_blank" rel="noopener">carbon accounting</a> and ESG advisory partner <a href="https://eightversa.com/services/net-zero-carbon/carbon-footprint-for-business/" target="_blank" rel="noopener">Eight Versa</a> to assess their carbon footprint, they achieved Carbon Measured certification from Natural Carbon Solutions. Ecosurety has set an ambitious Net Zero target for 2030. As part of their beyond value chain mitigation whilst working to their reductions strategy Ecosurety funds impactful climate action through Ecologi. Their commitment to sustainability and environmental responsibility showcases their dedication to a greener future.

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Helping businesses build low carbon websites: Complex Creative

<a href="https://x.ecologi.com/complexcreative" target="_blank" rel="noopener">Complex Creative</a> is a sustainable web design agency, helping businesses build low carbon websites through optimising for reduced file sizes, cleaning up drives, servers and databases and so much more, which in 2022 helped save 148 trees from websites alone. 
They are also a Million Tree Pledger business, an <a href="https://x.ecologi.com/business/climate-positive-workforce" target="_blank" rel="noopener">Ecologi Climate Action Workforce</a>® and have signed up to One Percent for the Planet to donate 1% of gross sales every year to their non-profit partners. Complex Creative is also one of the hundreds of businesses that have calculated their carbon footprint with <a href="https://x.ecologi.com/business/zero" target="_blank" rel="noopener">Ecologi Zero</a> for free. Find out more about their story in the video below:
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Selecting clients who walk the walk: Remarkably

<a href="https://x.ecologi.com/remarkably" target="_blank" rel="noopener">Remarkably</a> is a creative, brand, marketing and learning consultancy. Their purpose  &#8211; building brands for a remarkably better world.
Now in its third year, Remarkably has been climate positive from day one, achieved B Corp certification in 2021, and invests in a number of impact innovation projects globally.  As a Beta partner of <a href="https://x.ecologi.com/business/zero" target="_blank" rel="noopener">Ecologi Zero</a>, the consultancy has been able to fully quantify its carbon footprint for the first time last year.

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If that is not enough, Remarkably has pledged to plant one million trees by 2030, <a href="https://x.ecologi.com/remarkably" target="_blank" rel="noopener">with 250,000 already planted</a>. 
Remarkably’s commitment to the triple-bottom line also extends to careful decision making for which clients to work with. A first analysis was shared in its inaugural impact report for 2022.

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Revolutionising maritime decarbonisation: Ocean Infinity

Ocean Infinity, a pioneering maritime robotics company, is leading the charge in environmental sustainability. The company deploys cutting-edge technology and AI to reduce fuel consumption and minimise waste production. Ocean Infinity have started their climate journey with Ecologi by funding tree planting through the <a href="https://x.ecologi.com/business/impact-shop" target="_blank" rel="noopener">Impact Shop</a> and are working with <a href="https://eightversa.com/sustainability-insights/eight-versa-partners-with-ecologi/" target="_blank" rel="noopener">our partner Eight Versa</a> for a Life Cycle Assessment (LCA) for their robotic ships.

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Going all-in for sustainability: Climbing Trees

<a href="https://x.ecologi.com/climbingtrees" target="_blank" rel="noopener">Climbing Trees</a> is an SEO, Google Ads and Social agency with a mission of reducing emissions across their entire organisation. They have already moved to sourcing 100% renewable energy; changed their bank to a more planet-friendly supplier; reduced travel emissions with less commuting and more home working and increased use of public transport.
They use <a href="https://x.ecologi.com/business/zero" target="_blank" rel="noopener">Ecologi Zero</a> to calculate their emissions, and what they cannot reduce is offset. Climbing Trees are also a <a href="https://x.ecologi.com/business/climate-positive-workforce" target="_blank" rel="noopener">Ecologi Climate Positive Workforce</a>® and a Million Tree Pledger, as well as a B Corp.
<div class="ecologi-video-full-width"><iframe title="YouTube video player" src="https://www.youtube.com/embed/6DLHI1FSgro" width="560" height="315" frameborder="0" allowfullscreen="allowfullscreen"></iframe></div>

Going beyond being sustainable - to being regenerative: Avery & Brown

<a href="https://x.ecologi.com/averybrown" target="_blank" rel="noopener">Avery &amp; Brown</a> is a sustainable marketing agency for the built environment. They’re a signatory of the Sustainable Marketer Manifesto, supporters of The Better Business Act as well as members of Business Declares and the Climate &amp; Ecological Emergency Bill Alliance. 
Having pledged to halve their emissions before 2030 and achieve net-zero before 2050 while disclosing their progress every year &#8211; they have a deep commitment to restoring and regenerating our planet. They’ve also referred over 19 other businesses to join our community!

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If your business is looking to start its climate journey, get in touch below.

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Meet 6 SMEs leading the way on climate action

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