Researchers have identified the threat greenwashing poses to a 'nature positive' world, one where environmental decline halts and biodiversity outcomes improve.
The concept of nature positive -- often seen as the biodiversity version of a 'net zero' climate goal -- depicts a planet where nature genuinely improves globally, going beyond current efforts that largely focus on mitigating harm.
Greenwash refers to misleading or deceptive publicity disseminated by an organisation to present an environmentally responsible public image.Professor E.J. Milner-Gulland from the University of Oxford said they hope the public don't get the proverbial wool pulled over their eyes. "But to be clear, such an achievement is only possible if we fundamentally change how we run our society and economy.
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