New York Is Suing the World’s Biggest Meat Company. It Might Be a Tipping Point for Greenwashing

Letitia James’s lawsuit accuses JBS of deceiving customers about being climate-friendly – and the implications could be far-reaching

When the office of the New York attorney general, Letitia James, announced that it would be suing the world’s largest meat company, JBS, for misleading customers about its climate commitments, it caused a stir far beyond the world of food. That’s because the suit’s impact has the potential to influence the approach all kinds of big businesses take in their advertising about sustainability, according to experts.

It’s just one in a string of greenwashing lawsuits being brought against large airline, automobile and fashion companies of late. “It’s been 20 years of companies lying about their environmental and climate justice impacts. And it feels like all of a sudden, from Europe to the US, the crackdown is beginning to happen,” said Todd Paglia, executive director of environmental non-profit Stand.earth. “I think greenwash[ing] is actually one of the pivotal issues in the next five years.”

Research suggests that citizens are increasingly demanding more sustainably produced goods, and big businesses are taking note. But rather than actually changing their practices, many instead turn to messaging that falsely implies their products are better for the Earth than they actually are in order to keep customers happy.