Why Ecolabels Matter: Cutting Through Greenwashing

In the B2B world, sustainability now matters more than ever.

Businesses are looking for transparency right through the supply chain, so they can ensure they are meeting their sustainability targets.

Yet, the rise of vague claims like “eco-friendly” or “green”, without clear standards or verification has led to confusion and risks.

At Teknos, our mission is to make the world last longer. And one of the ways we do that is by fighting against greenwashing.

What is Greenwashing?

Greenwashing happens when environmental claims are misleading, unverified, or exaggerated. In the B2B space, the consequences go far beyond confusion:

  • Lost contracts – Sustainability criteria in tenders and procurement are strict; unsupported claims can disqualify suppliers.
  • Reputational damage – Greenwashing erodes long-term trust with customers, regulators, and partners.
  • Compliance risks – Regulations on sustainability claims are tightening, with penalties for businesses that can’t substantiate them.

Ecolabels: Proof, Not Promises

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This is why ecolabels are essential in the coatings industry. They offer third-party validation of environmental performance—anchoring claims in independent verification.

Rather than marketing spin, ecolabels highlight real, measurable standards, including:

  • Emissions and air quality
  • Use of raw materials and chemicals
  • Lifecycle impact
  • Durability and technical performance

 

Teknos’ Key Ecolabels and Certificates

  • Nordic Swan Ecolabel – One of the world’s most recognised ecolabels, covering the full lifecycle impact of a product with strict requirements for emissions, VOCs, preservatives, and performance.
  • Allergiatunnus (Allergy Label) – Awarded by the Finnish Allergy, Skin and Asthma Federation for products with extremely low emissions and no harmful fragrances.
  • M1 Classification – The highest Finnish standard for indoor air quality, reserved for products with very low emissions.
  • Basta Online, SundaHus & Byggvarubedömningen (BVB) and more

Product Examples

Our commitment to measurable sustainability is clear in the products we bring to market:

BIORA® Interior Paints – Awarded the Allergy Label for exceptionally low emissions. Ideal for sensitive indoor environments.

TEKNOCLAD NOVA 3330-42 – A water-based exterior paint with the Nordic Swan Ecolabel, combining primer, intermediate, and topcoat in one. Designed for durability, colour retention, and reduced environmental impact.

NORDICA® CLASSIC & NORDICA® PRIMER – Both carry the Nordic Swan Ecolabel, giving specifiers the assurance of a fully Swan-certified coating system for exterior wood surfaces. High-performance paints that are also third-party verified for environmental responsibility.

AQUATOP VIRTA – Our next-generation industrial topcoat, supported by an Environmental Product Declaration (EPD). An EPD provides independently verified data on the entire lifecycle of the product — from raw materials to production, use, and disposal. For industrial customers, VIRTA’s EPD means transparency, comparable data, and support for sustainability reporting and green building certifications.

 

Why This Matters for Your Business

By choosing Teknos products with ecolabels or EPDs, B2B customers gain:

Competitive advantage in procurement, with solid evidence behind sustainability claims.

Protection against greenwashing risks, ensuring transparency and traceability.

Trust and peace of mind, backed by independent standards—not just well-meaning marketing.

 

World Ecolabel Day: A Global Call to Choose Better

Each year, World Ecolabel Day reminds us that sustainability must be meaningful and measurable. At Teknos, we’re proud to contribute coatings which combine performance with independently verified environmental responsibility.