Panellist speaking during the session of the Ethics Commission at the 2024 CIBJO Congress urged the jewellery trade to avoid making unsubstantiated claims about environmental responsibility that could lead them to be accused of “greenwashing.”

The Ethics Commission is headed by Sara Yood, CEO and General Counsel at the New York-based Jewelers Vigilance Committee.

Greenwashing is a form of advertising or marketing spin that deceptively uses “green” public relations and “green” marketing to persuade the public that an organisation’s products, goals, or policies can benefit the environment.

In a panel discussion moderated by Lisa Koenigsberg, Founder and President of Initiatives in Art and Culture, panellists called for any environmental claims by companies to be fully supported by action and evidence.

“Don’t make claims unless you can back them up,” said Raluca Anghel, Global Head of External Affairs and Industry Relations at the Natural Diamond Council.

“Pay attention to the claims that you are making: they have to be verified,” she stressed.

Purvi Shah, Head of Ethical and Sustainable Value chains at De Beers, said consumers these days are typically well informed, aided by access to the internet. They, thus, have ability to validate any claims made by a company with which they have a relationship.

 “If consumers find that claims are not backed up, they are more likely to walk away from the industry,” stated Ms. Yood

John Mulligan, Director, Climate Change Lead and Market Relations, World Gold Council, warned that the accusation of greenwashing has been weaponised.

“Sometimes people are afraid of repercussions: we need to avoid weaponisation of the term, which might stop people from taking action (to protest against a company’s claims).”

Raluca Anghel said consumers were delighted if companies demonstrate that they care about the environment. “If you (a company) show consumers that you care, that is incredibly valuable for consumers – that is what they are demanding,” she said.