The ecological transition is now a key consideration in corporate strategies, public policies and industrial projects. References to sustainability, the circular economy and decarbonisation are becoming increasingly common. This trend reflects growing awareness of environmental challenges. 

We live in a world filled with green leaves. They appear in logos, presentations, reports, trade shows and events dedicated to the ecological transition. 

This communication often reflects a genuine desire to take action. However, it also raises several essential questions: are the claimed environmental benefits based on quantitative and verifiable assessments? Are solutions presented as environmentally beneficial genuinely so, and under what conditions? What impact shifting or rebound effects could reduce the expected benefits?

Which indicators guide projects?

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From design through to industrialisation, projects are generally subject to detailed economic analyses covering investment costs, profitability, return on investment, expected revenue and competitiveness. 

Social and regional benefits are also highlighted: jobs created or maintained, skills development, social acceptance and contributions to the local economy. 

These analyses are essential. However, environmental performance does not always receive the same level of attention. It may be less thoroughly documented, assessed at a late stage or given limited visibility in the information presented to support decision-making. 

Environmental considerations therefore appear in the objectives and conclusions, without the data needed to assess the claimed benefits being clearly presented. 

As if economic performance had to be demonstrated, social performance explained, but environmental performance simply assumed. 

Qu’en est-il des projets de transition ?

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Consider sectors undergoing the ecological transition: e-mobility and batteries, electrical and electronic equipment, digital technologies, healthcare, clothing, the agri-food sector and construction. 

Les discussions portent souvent sur les investissements, les infrastructures, les opportunités industrielles, les emplois et l’adoption des solutions par les utilisateurs. Ces sujets sont légitimes. En revanche, les gains environnementaux peuvent être considérés comme acquis dès lors que le projet s’inscrit dans un récit de transition écologique. 

Cela ne signifie pas que ces gains n’existent pas. Cela signifie qu’ils doivent être évalués, en précisant la situation de référence, le périmètre étudié et les conditions nécessaires à leur réalisation. Une technologie ne devient pas moins impactante parce qu’elle est associée à une prise électrique, à des flèches de circularité ou à une feuille verte. Sa contribution environnementale dépend de ce qu’elle remplace réellement, de ses modes de production et de ses usages. 

This situation raises a fundamental question: on what basis can we claim that a project reduces environmental impacts, compared with which baseline solution, and under what conditions?

Les mots suffisent-ils ?

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Some terms have become almost impossible to question: 

These terms can describe worthwhile ambitions. They are not a substitute for demonstrating their benefits. The same standard applies to negative judgements: describing a technology as “environmentally friendly” or “not environmentally friendly” without specifying the impacts considered, the conditions of use and the baseline scenario does not support informed decision-making. 

Can environmental performance be measured with a single indicator? 

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An improvement in one indicator does not guarantee improvements in all others. Depending on the solution chosen, reducing greenhouse gas emissions may be accompanied by increased water consumption or pressure on resources. Similarly, reducing impacts during the use phase may shift some of the burden to manufacturing or end-of-life. 

These impact shifts can also occur geographically. An improvement observed in one region may be accompanied by additional pressures in the countries where raw materials are extracted and equipment is manufactured. 

It is therefore essential to look beyond the indicator being highlighted and the life cycle stage where the benefit is most visible. 

Identifier ces contreparties ne signifie pas que toute amélioration soit illusoire. Cela permet de comprendre les arbitrages et de rechercher les solutions qui réduisent les impacts sans simplement les déplacer. Aux transferts d’impact s’ajoutent les effets rebond : lorsqu’une amélioration d’efficacité réduit le coût d’usage d’une solution, elle peut encourager une utilisation supplémentaire qui absorbe une partie des gains attendus. Réduire l’impact par utilisation ne garantit donc pas une réduction de l’impact total.

How can we move from claims to evidence? 

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The problem is not the use of a leaf in a logo. 

We require evidence when it comes to profitability. We require evidence when it comes to jobs or social acceptance. It therefore seems logical to apply the same level of scrutiny to environmental performance.

The ecological transition is not simply about intentions or symbols. It depends on our ability to measure, compare and assess the impacts of the choices we make. 

Depending on the issues at stake and the claims being made, the evidence can be based on the following elements: 

Without assessment methods suited to the claims being made, it is difficult to distinguish genuine environmental performance from a mere promise. These assessments must clearly set out the data, assumptions and uncertainties. Rebound effects and certain indirect consequences require analyses that complement LCA.  

These tools are not intended to systematically validate projects. They are used to understand their benefits, limitations and trade-offs. The aim is not to confirm an assumption, but to provide objective, evidence-based information. 

From an ecology of intentions to an ecology of evidence 

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The aim is not to question the ambitions of the ecological transition, but to provide them with a solid evidence base. 

When claims are not supported by accessible assessments, it becomes difficult to evaluate the reality of the benefits being claimed. Symbols, commitments and intentions play an important role. But they are no substitute for assessment. In a context where the ecological transition is a major societal challenge, environmental benefits should not be assumed. They should be demonstrated.

The aim is not to conclude that a technology is good or bad for the environment. The aim is to have the data needed to understand its actual impacts, benefits and limitations, as well as the conditions under which it genuinely contributes to the ecological transition. 

Environmental benefits deserve the same level of rigour in demonstrating their value as economic and social benefits. 

At WeLOOP, we believe that a credible ecological transition must be based on assessment and measurement. This is why we support businesses, local authorities, research centres and universities in objectively assessing the environmental, economic and social impacts of their products, services and technologies, in order to identify opportunities for improvement, inform decisions with robust data and support communications with measurable results.