Analysis of Greenwashing in the Meat and Dairy Industry

A recent study published in PLOS Climate by researchers from the University of Miami has revealed that the majority of environmental claims made by the world’s largest meat and dairy companies are misleading and categorized as "greenwashing." The analysis focused on 33 major companies, examining 1,233 claims made between 2021 and 2024. The findings indicate that the meat and dairy sector, responsible for at least 16.5% of global greenhouse gas emissions, is heavily engaged in promoting sustainability pledges that lack substantial evidence.

98% of all recent environmental claims and commitments from the world’s largest meat and dairy companies can be categorized as “greenwashing”, or intentionally misleadingNew analysis examines environmental claims, climate commitments of major meat and dairy companiesNew Scientist

The study found that 841 of the claims (68%) were climate-related, addressing greenhouse gas emissions or climate change impacts. However, 467 claims (38%) were unverifiable future projections, such as promises to achieve carbon neutrality by 2030. Only 356 claims (29%) were supported by company-provided evidence, and a mere three claims were backed by scholarly scientific literature. Notably, 98% of the claims analyzed were identified as greenwashing, characterized by vague language and a lack of transparency regarding emissions measurement.

98% of all recent environmental claims and commitments from the world’s largest meat and dairy companies can be categorized as “greenwashing”, or intentionally misleadingNew analysis examines environmental claims, climate commitments of major meat and dairy companiesNew Scientist

The prevalence of greenwashing in the meat and dairy industry raises concerns about public perception and policy pressure. Maya Bach, the study's lead author, emphasized that misleading claims can influence consumer behavior and diminish the urgency for policymakers to implement robust climate regulations. Jennifer Jacquet, a co-author, noted that while the industry discusses climate change, the lack of concrete evidence behind their claims suggests a focus on public relations rather than genuine environmental stewardship.

New analysis examines environmental claims, climate commitments of major meat and dairy companies

Experts have criticized the industry's approach, likening it to tactics used by the fossil fuel and tobacco industries. Tim Benton from the University of Leeds remarked that large companies often over-promise to appear progressive while lobbying to maintain the status quo. This sentiment is echoed by Marco Springmann from the University of Oxford, who stated that many industry claims are merely "window dressing."

New Scientist

In response to the findings, the study's authors called for clearer definitions, transparent reporting, and measurable actions to support public sustainability claims. They highlighted the need for consumers, investors, and policymakers to critically evaluate the climate and environmental performance of the meat and dairy sector.

New analysis examines environmental claims, climate commitments of major meat and dairy companies

• “Greenwashing was rampant in the sustainability reports of the world’s largest meat and dairy companies, which can create the illusion of climate progress,” — Maya Bach, Graduate Student, University of Miami

98% of all recent environmental claims and commitments from the world’s largest meat and dairy companies can be categorized as “greenwashing”, or intentionally misleading

• “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.” — Jennifer Jacquet, Professor, University of Miami

98% of all recent environmental claims and commitments from the world’s largest meat and dairy companies can be categorized as “greenwashing”, or intentionally misleading

• “The authors convincingly illustrate how many of the industry’s claims amount to not much more than window dressing,” — Marco Springmann, University of Oxford

New Scientist

The findings of this study underscore the critical need for accountability in the meat and dairy industry regarding environmental claims. As the sector continues to grapple with its significant contribution to climate change, the challenge remains to distinguish between genuine sustainability efforts and misleading greenwashing tactics.

98% of all recent environmental claims and commitments from the world’s largest meat and dairy companies can be categorized as “greenwashing”, or intentionally misleading