The fight against greenwashing transcends borders.
Both the European Union and the United States
have developed regulatory frameworks to ensure
that sustainability is communicated with rigour and
transparency. For companies in the funeral sector,
understanding these frameworks is key to building
trust and demonstrating a genuine environmental
commitment.
The funeral industry faces growing pressure to
demonstrate environmental responsibility. Families
and communities, increasingly aware of the ecological
impact of their choices, are seeking services that
honour their loved ones while respecting the planet
– low-impact cremations, human composting, new
sustainable burial methods, and ongoing research
and investment in biodegradable products. This
shift reflects a broader transformation in social
expectations, where consistency between what
companies communicate and what they truly
deliver has become a decisive factor in trust and
reputation.¹
However, this legitimate demand has also opened
the door to greenwashing – communication
practices that exaggerate or distort the real
environmental impact of products and services.
For funeral professionals operating in international
markets, understanding both the European and U.S.
regulatory frameworks is essential. Despite their
differences, both systems converge on one core
principle: environmental claims must be specific,
verifiable, and honest.
This article explores how compliance with these
regulations helps to prevent greenwashing,
protecting both families and the integrity of the
sector.
The European Framework:
Green Claims Directive
The European Union has significantly strengthened
its legislation against greenwashing. The proposed
Green Claims Directive (2023), now moving towards
final adoption, sets out strict requirements:²
• Scientific substantiation: Every environmental
claim must be supported by verifiable scientific
evidence using internationally recognised
methods. A funeral company cannot claim that
its coffins are “eco-friendly” without specifying the
precise attribute that makes them so.
• Life-cycle assessment: Claims must consider all
significant environmental impacts of a product
or service. For instance, a recycled-material
urn shipped from across the globe may have a
higher carbon footprint than a locally produced
alternative.
• Independent verification: Claims must be
certified by accredited third-party organisations.
Internally created labels without external auditing
are prohibited.
• No misleading offsets: Companies cannot
claim “climate neutrality” based solely on carbon
offsetting without first reducing their own
emissions.
Transparency is not a
weakness – it is the most
valuable form of trust and
the foundation of genuine
sustainability.
GREENWASHING
IN THE FUNERAL
SECTOR
RESPONSIBLE COMMUNICATION UNDER
EUROPEAN AND U.S. REGULATORY FRAMEWORK
By Nuria Capdevila, Founder and CEO CIRCLE Corporation, Spain
38
No. 112 – WINTER 2025 | THANOS MAGAZINE
SUSTAINABILITY