8 January 2025 By PXC

Are We Greenwashing? The Truth about Corporate Sustainability

Will Ennett, PXC’s Head of Sustainability and ESG, sheds light on what greenwashing means, the challenges it presents, and how we’re striving to make a tangible impact.

The term “greenwashing” has gained significant attention in recent years, casting a shadow over corporate sustainability efforts. With consumers, regulators, and investors demanding transparency, businesses often walk the fine line between genuine environmental progress and hollow marketing claims.

What exactly is Greenwashing? 

Greenwashing, sometimes called “green sheen” refers to companies making misleading claims about their products or services being environmentally friendly. According to Will, “Greenwashing is, in effect, making claims about your products and services being more environmentally friendly or less environmentally damaging than they are today.” 

Regulators, such as the Advertising Standards Authority (ASA) and the Competitions and Markets Authority (CMA), play a key role in policing these claims. Companies like Worcester Bosch and several airlines have faced scrutiny for failing to meet these standards.  

 

Is PXC greenwashing? 

Widespread greenwashing across industries has caused consumers to question which corporations are truly walking the talk. To combat mistrust, PXC has aligned its goals with the Science Based Targets initiative (SBTi), a globally recognized standard for climate action. Will explains, “We’ve set targets validated by SBTi, including reducing operational emissions by 93% and value chain emissions by 42% by 2030.”  

This holistic approach encompasses not only PXC’s data centers and offices but also its supply chain and customer interactions. By addressing emissions across its entire value chain, PXC ensures that its sustainability efforts are credible and impactful. 

Will emphasizes that even as a digital economy player, PXC has a responsibility to act. “PXC is a billion-pound company, and with that size comes significant impact,” he states. While digital sectors generally have a lighter carbon footprint than manufacturing, they are not immune to environmental concerns. 

Will cites the example of Bitcoin mining, whose energy consumption rivals that of the country of Norway, and the rising energy demands of AI, which uses significant amounts of water. “It’s not a foregone conclusion that digital sectors will have low emissions. We must prioritize energy efficiency and emissions reduction across operations.” 

The Case for Real Sustainability 

Sustainability isn’t just a moral imperative—it’s a business necessity. Will highlights how customers, investors, and regulators are driving change: 

  • Customer Expectations: Sustainability comes up repeatedly in RFPs and tender exercises. Having science-based targets or similar trusted metrics is a shorthand for credibility. 

  • Investor Scrutiny: Investors often demand ESG transparency, driven by EU legislation and broader interest in sustainable investments. 

  • Long-term Efficiencies: Sustainability initiatives often yield cost savings. For example, PXC’s data centers have reduced emissions by 58% through energy efficiency measures. Will also mentions that refurbishing consumer electronics saves TalkTalk £10 million annually. 

 

Greenwashing poses a serious challenge to corporate credibility, but genuine action is possible and certainly marketable. By setting ambitious, validated targets and embedding sustainability into its operations, PXC is firmly walking the walk (– and taking home awards for it!) As Will notes, “We’re at a critical juncture in climate science. Every sector must play its part, and with the right focus, we can drive meaningful change while creating business value.” 

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