Challenges in Measuring Sustainability

Sustainability has increasingly become a marketing buzzword, leading companies to sometimes prioritize image over accurate assessments. The difficulty in measuring sustainability often stems from a reluctance to invest in comprehensive third-party lifecycle assessments (LCAs), which provide scientifically valid insights into the environmental impacts of products. These assessments can reveal uncomfortable truths about a product's carbon footprint and sustainability, which companies may prefer to control or manipulate for marketing purposes. The lack of commitment to rigorous assessment can contribute to concerns about greenwashing, where companies misrepresent their environmental practices without the backing of reliable data.