Are we greenwashing?
Greenwashing. It’s a word that’s becoming increasingly relevant, especially with the upcoming Green Claims Directive. At Upstream Trophies, we’ve learned firsthand how easy it is to unintentionally fall into this trap, even with the best intentions.
Are we greenwashing?
When we started, we proudly claimed our trophies were “made from 100% recycled plastic.” But after attending a workshop with NRK (Nederlandse Rubber- en Kunststofindustrie), we realized our claim wasn’t fully accurate. While the plastic we used was recycled, small components like metal screws weren’t. That discrepancy, even if minor, made our claim misleading.
We’ve also realized that while we share the origins of our materials—such as the discarded items we repurpose—it’s just as important to specify whether those sources are post-consumer or post-industrial waste. This distinction provides even more transparency and helps us align with higher sustainability standards.
Additionally, we’re reevaluating the material passport we use for our trophies. While it’s a helpful tool, there’s much we can learn from existing, more standardized labels and certifications. This deeper dive will not only improve our practices but also provide clients with clearer, more trustworthy information about the sustainability of our products.
How to prepare for the Green Claims Directive
The Green Claims Directive is set to crack down on vague or misleading environmental statements. Here are five tips to ensure your company stays compliant and transparent:
1️⃣ Use Transparent, Verified Labels: Opt for trusted, third-party certifications like the EU Ecolabel to build credibility.
2️⃣ Base Claims on Verified Science: Ensure all environmental claims are backed by scientific evidence and meet EU standards.
3️⃣ Make Fair Comparisons: Always use equivalent data when comparing products or services to avoid bias.
4️⃣ Standardize Labels: Adopt EU-level labeling as private schemes will face restrictions under the Directive.
5️⃣ Avoid General Scoring Claims: Be specific with your claims, focusing on measurable and transparent impacts.
While the directive targets companies with over 10 employees and €2 million in turnover, every business—big or small—should prioritize honest and clear communication. At Upstream Trophies, we’ve committed to transparency, ensuring that every claim we make is grounded in fact.
Going forward
As we prepare for the Green Claims Directive, we’re also reflecting on our own journey, the challenges we’ve faced, and how we continue to learn and grow. Let’s set the bar higher for sustainability and accountability in our industries.
What steps are you taking to steer clear of greenwashing? Let’s keep the conversation going.
From waste to glory
We are Upstream Trophies and we create unique, high end and sustainable awards that deserve to be seen. Our belief is that every piece of waste can be reborn into an extraordinary statement piece that adds a touch of glory to any office or home. Our motto? Form follows material. Specializing in plastics and utilizing diverse waste streams, our material-first approach is an ode to modern craftsmanship. From material passports and transport with minimal carbon footprint to locally scouted and recycled materials: we set the standard in sustainability and proof is in every trophy.
Casper van der Meer
CEO Upstream Trophies
About the author
Casper is the CEO of Upstream Trophies and has a background in Industrial Design Engineering. Over the years he specialized in sustainable product design, with a special interest in plastic products. He believes that the corporate trophy market is long over due for change. Creating awards that spark conversations, tell a story and create sustainability ambassadors. The industry needs this shift. Trophies should reflect the future, not repeat the past.
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