About using the word "sustainability"
Viegand Maagøe works exclusively with various aspects of sustainability and ESG. Among other things, we advise our clients to be mindful of how they use the terms “sustainable” and “sustainability.” That’s why we also strive to be transparent about how we use these terms ourselves — and the reasoning behind it.
How we use “sustainable” and “sustainability”
We use the terms sustainable and sustainability in our communication, as they are central to discussions in today’s world and difficult to avoid. These concepts serve as key focal points for efforts to reduce environmental impact and drive positive change.
Our understanding of sustainability is rooted in the Brundtland Report’s classic definition of sustainable development:
"…development that meets the needs of the present without compromising the ability of future generations to meet their own needs."
Let's be honest
The Brundtland definition provides a broad yet fundamental framework for understanding sustainability. However, it is nearly impossible to claim that a product is truly sustainable based on this definition alone. According to the Consumer Ombudsman’s guidelines on environmental marketing—and upcoming EU legislation on Green Claims—such claims are not permitted without proper documentation, such as a life cycle assessment (LCA).
When we say that we work with, for example, product sustainability, it does not imply that we create sustainable products or that our own services are inherently sustainable. Rather, it means that we help our customers understand what sustainability entails and support them in minimising negative impacts—and, in some cases, even generating positive effects.
This includes conducting life cycle assessments and communicating the results in ways that lead to action. In this way, it becomes possible to make choices that are more sustainable than current practices—and to document those improvements.
We work for:
More sustainability...
We contribute to a more sustainable world by delivering projects that support our customers’ sustainability goals. At the same time, we are committed to minimising our own environmental impact — including through our participation in the Science Based Targets initiative (SBTi) — and thereby enhancing the sustainability of our own operations.
... and less greenwashing
Our goal is to promote the responsible use of the concepts of sustainable and sustainability, and—through advice grounded in strong professional integrity—help minimise the risk of greenwashing.
Caught a slip? Let us know!
If you spot an error or have questions about our communication, don’t hesitate to reach out. We’re always looking to improve and appreciate your feedback.
