If you haven’t yet read the latest issue of Dealer Support, Simon Weavers, Sales Director at The Cheeky Panda, breaks down the purpose and benefits of Life Cycle Assessments (LCAs) – and why they matter

CREDIT: This is an edited version of an article that originally appeared in the May/June 2025 issue of Dealer Support

As sustainability becomes a core focus for modern businesses, it’s increasingly important to distinguish genuine efforts from superficial claims. With environmental responsibility now a key factor in consumer trust, how can we tell the difference between authentic action and greenwashing?

Simon said: “According to the Cambridge Dictionary, greenwashing is the behaviour or activities that make people believe that a company is doing more to protect the environment than it really is. In 2011, a ruling from The Advertising Standards Authority (ASA) stated “Marketers must base environmental claims on the full life cycle (LCA) of the advertised product, unless the marketing communication states otherwise, and must make clear the limits of the life cycle.

What is an LCA?

Product Lifecycle Assessments (LCAs) are the best way to truly measure the environmental impact of a product throughout its entire life cycle, from raw material extraction to disposal. This is also referred to as ‘cradle to grave’. It is worth noting not all companies will report on this – some may call it ‘cradle to grave’ but not include delivery or disposal (which could be the largest part of their CO2 emissions).

Essentially an LCA provides a data-driven approach to identifying environmental hotspots across the entire product journey. By mapping energy consumption, greenhouse gas emissions, water usage and waste generation at each stage, companies can share full transparency around the product lifecycle.

This can also help shape the way a business can improve their processes using this as a framework to improve, much like B-Corp or EcoVadis certifications.

Transparency has become a hallmark of brand trust and LCAs provide a credible and science-based method to support environmental claims, helping companies avoid greenwashing and meet compliance standards. Sharing LCA findings can differentiate a brand in a crowded marketplace, turning sustainability into a competitive advantage.”