By Nuria Capdevila, Founder and CEO CIRCLE Corporation, Spain

The fight against greenwashing transcends borders. Both the European Union and the United States have developed regulatory frameworks to ensure that sustainability is communicated with rigour and transparency. For companies in the funeral sector, understanding these frameworks is key to building trust and demonstrating a genuine environmental commitment.
The funeral industry faces growing pressure to demonstrate environmental responsibility. Families and communities, increasingly aware of the ecological impact of their choices, are seeking services that honour their loved ones while respecting the planet - low-impact cremations, human composting, new sustainable burial methods, and ongoing research and investment in biodegradable products. This shift reflects a broader transformation in social expectations, where consistency between what companies communicate and what they truly deliver has become a decisive factor in trust and reputation.¹
However, this legitimate demand has also opened the door to greenwashing - communication practices that exaggerate or distort the real environmental impact of products and services. For funeral professionals operating in international markets, understanding both the European and U.S. regulatory frameworks is essential. Despite their differences, both systems converge on one core principle: environmental claims must be specific, verifiable, and honest.

This article explores how compliance with these regulations helps to prevent greenwashing, protecting both families and the integrity of the sector.

>> Read the whole article in THANOS Magazine 4/2025 — see page 38.