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Avoid greenwashing with trustworthy carbon emissions accounting

By now, most businesses understand that they should reduce their carbon emissions to play their part in fighting climate change and keeping the planet livable for future generations.

Reducing carbon emissions begins with measuring them – because after all, what gets measured gets managed.


But even businesses with the best of climate intentions can accidentally find themselves engaging in greenwashing after they measure their carbon emissions with less-than-comprehensive methods, and therefore only see a fraction of their total carbon footprint


In this webinar, we will talk you through the basics of carbon emission accounting, with a focus on highlighting some common emission hotspots and how to avoid the greenwashing trap of unintentionally making inaccurate or false emission claims.


  • What is carbon emission accounting and how does it work?

  • What are the important factors to consider?

  • What is greenwashing when it comes to carbon emission accounting?


Our experts will answer these questions, and more! 



Avoiding the greenwash traps, Kristian Rönn, CEO and co-founder of Normative

Looking into carbon emission accounting, Eline Waijon, Head of Climate Strategy at Normative

Panel discussion; carbon emission accounting in the supply chain, Kristian Rönn, Eline Wajon and Trine Pondal, Head of Sustainability and Social Responsibility at Flying Tiger Copenhagen


Register here:

About Normative

Normative is the world’s first carbon accounting engine, helping businesses calculate their entire climate footprint and reduce their greenhouse gas emissions. Co-founded in 2014 by Kristian Rönn to accelerate the transition to Net Zero, Normative sets a new standard in scientific accuracy for emissions accounting, powered by its market-leading emissions database. The company, headquartered in Stockholm, has hundreds of customers, and partners with leading climate change organisations including the UN, to deliver actionable sustainability intelligence. Normative is also the foundational software provider for the UK’s SME Climate Hub through which thousands of small businesses have committed to net zero.

Published on January 11, 2022

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Event start date
02:00 pm
Event end date
03:00 pm
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