Beyond Greenwashing: How to Identify Sustainable Security Vendors and Gain a Competitive Edge

Sustainability has evolved from a buzzword to a decisive factor in purchase decisions. According to Simon-Kucher’s 2024 Global Sustainability Study, 64 percent of consumers now rank sustainability among their top three considerations when making purchases. Notably, more than half of those surveyed said that they would pay a premium for products that support sustainability—up from just one-third two years ago. These findings show that a previously gradual trend has gained momentum, with recent data revealing a marked shift in buyer behavior.

While the Simon-Kucher study focused on consumer attitudes, its findings mirror trends in B2B sectors, including among physical security stakeholders. In particular, organizations are increasingly integrating environmental, social, and governance (ESG) issues into their corporate policies, indicating that sustainability is a guiding principle not just for consumer products but also for business operations.

Advancing Organizational Goals through Vendor Sustainability and the Three Pillars

While sustainability is most often associated with environmental factors, it extends well beyond environmental practices to include social and economic elements. These three pillars—environmental, social, and economic sustainability—were initially established by the United Nations and later formed the basis of the ESG framework, often referred to informally as people, planet, and profit. When implemented together, these pillars create a balanced and holistic approach to responsible business practices. They help organizations minimize risks, reduce costs, enhance long-term value, improve brand reputation, and provide a competitive advantage across the entire value chain.

One important way that security professionals and their organizations can advance these objectives is by selecting vendors who are committed to sustainability. For example, some manufacturers have implemented a supplier code of conduct mandating that their suppliers adopt environmental management systems to track and report key metrics, such as carbon emissions data. These suppliers must also maintain robust health and safety management systems and comply with international standards on human rights and labor practices. Ultimately by instituting a strict supplier code of conduct, manufacturers ensure alignment with their customer’s ethical standards and regulatory requirements, while more effectively managing risks.

Navigating Sustainability: Distinguishing Between Genuine and Greenwashing Vendors

Greenwashing, a term coined in the 1980s by environmentalist Jay Westerveld, is the practice of misleading the market into thinking your company and its products or services are environmentally friendly, often through deceptive marketing or branding. Corporate decision-makers committed to achieving sustainability goals must distinguish between vendors who genuinely practice sustainability and those that engage in greenwashing. To make this distinction, decision-makers should look for vendors that have taken concrete steps toward sustainability, such as reducing their environmental footprint. These steps may include eliminating harmful chemicals in manufacturing, increasing the use of recycled materials, and developing energy-efficient solutions that consume less power. Such actions highlight security solution manufacturers striving to “greenify” their operations.

However, with sustainability in vogue, many security vendors under consideration may use terms like “eco-friendly” and “recyclable” in their messaging without providing detailed evidence to back their claims. Fortunately, with a bit of investigation, it isn’t too difficult to separate the companies for whom sustainability is a tenant of their organization from those engaging in lip service. Here’s what to look for:

Credentials and certifications. Just as manufacturers rely on third-party ratings and certifications like NEMA, IP, and UL to substantiate claims about product performance and safety, organizations committed to sustainability seek validation from respected entities. These include LEED for building certifications, ISO for quality and efficiency assurances, the Science Based Targets Initiative for validating greenhouse gas reduction, and B Corp or EcoVadis for overall performance standards in areas such as environmental sustainability, ethics, transparency, and procurement practices. Independent audits and third-party certifications ensure that companies’ claims about material sourcing, manufacturing processes, carbon footprint, and waste reduction are well-documented and credible.

By contrast, a lack of certifications by companies using ESG terminology in their messaging may be a red flag. Be sure to press such vendors for verifiable data about their goals, processes, and progress.

With sustainability in vogue, many security vendors under consideration may use terms like “eco-friendly” and “recyclable” in their messaging without providing detailed evidence to back their claims.

Long-term commitment. A truly sustainable company integrates sustainability into its core business model and demonstrates long-term commitment. Corporate mission statements, annual sustainability reports, and previously mentioned certifications provide a window into their level of engagement. Top leadership at such organizations are passionate about making a positive impact, and they encourage employees and stakeholders to participate in relevant initiatives through candid communications, education, and corporate-sponsored community service programs.

These companies may also collaborate with environmental organizations and programs, such as the UN Global Compact—the world’s largest corporate sustainability and social responsibility initiative. Participants voluntarily commit to abiding by its 10 principles, pledging to practice ESG responsibility at all levels of operation.

This level of long-term commitment is impossible to fake. Companies engaged in greenwashing may promote examples of sustainability initiatives in their marketing campaigns, but a closer look will reveal the programs to be one-offs designed to improve the brand image. They do not reflect broad and consistent engagement at the corporate level.

Supply chain and product lifecycle management. Companies focused on sustainability evaluate their entire supply chain and lifecycle. They may ensure raw materials are sourced responsibly, workers are treated fairly, logistics are optimized to be eco-friendly, and products are designed for recyclability. They strive to reduce or eliminate plastics containing PVC and other forever chemicals. Engineers employ green product design practices to minimize the environmental impacts of their products. New offerings are compatible with legacy and future systems, lengthening products’ usable lifespan. Less packaging reduces waste and lowers shipping weights.

Greenwashing companies may make superficial claims about individual products or materials (e.g., “recycled plastic”), but fail to provide transparency or address broader, more impactful issues like labor practices, fair wages, or their overall carbon footprint. While some companies may be taking initial steps toward sustainability—such as improving packaging or using eco-friendly materials—these efforts alone don’t guarantee long-term commitment. It's important to investigate their overall sustainability strategy to assess the true impact and ensure their long-term viability.

A thorough and proactive approach. Technology manufacturers as a whole generate significant greenhouse gas emissions. To mitigate this environmental impact, leading companies actively seek every opportunity to reduce their carbon footprint, with some initiatives offering tax incentives and credits for adoption. They replace outdated equipment with energy-efficient models, install LED lighting, upgrade insulation and HVAC systems, and use renewable energy. Some go further by purchasing renewable energy certificates (RECs) to support green energy sources and demonstrate a genuine commitment to sustainability. Additional initiatives—such as installing green roofs, recovering and reusing waste heat, and conserving and recycling water—reflect a comprehensive approach toward reducing carbon footprint. Many also conduct regular energy audits to identify inefficiencies and target areas for further improvement. When choosing a tech vendor, consider ones that consistently prioritize these proactive sustainability practices.

In contrast, companies less committed to sustainability or prone to greenwashing often focus on minimal or superficial efforts. While any action is a step forward, these companies typically avoid more impactful measures, such as upgrading equipment or conducting regular energy audits, and fail to prioritize long-term sustainability. They may tout green credentials, but their actions don’t align with real sustainable progress. For this reason, it’s important to seek vendors who take a proactive and comprehensive approach to sustainability.

The Broader Benefits of Sustainable Vendors

The most apparent reason security professionals choose to partner with vendors who embody ESG values is that doing so supports their own organization’s sustainability goals. However, there are other benefits as well. So even in companies where senior management may not be strongly motivated by green practices, they may still prefer to work with sustainable vendors due to the overall profitability of such partnerships. Financial benefits can accrue in many ways, including:

• Reduced energy consumption. Properties often use hundreds of cameras and thousands of electronic security devices—from access readers to door locking mechanisms. Deploying energy-efficient hardware contributes to lower utility bills.
  
  
• Reliability and durability. Sustainable manufacturers purposely design their products to last. Devices based on open architecture, or that are forward and backward compatible with various systems, require less frequent maintenance, and promise a longer expected lifespan.
  
  
• Adherence to future regulations. Environmental regulations are becoming more common and stringent. Using sustainable products helps future-proof security systems and alleviates concerns that installations may become outdated or non-compliant with emerging regulations.
  
  
• Easier end-of-life disposal. Sustainable manufacturers design their products to be easier to recycle or dispose of at the end of their lifecycle.
  
  

The Bottom Line: Sustainability Adds Long-Term Value and Advantages

Sustainability has become a central purchasing consideration for many organizations and their security stakeholders. Choosing vendors with verifiable ESG credentials and who make demonstrable long-term commitments with meaningful environmental impact allows security professionals to align their purchasing decisions with broader corporate sustainability goals. In addition, partnerships with sustainable vendors provide financial, operational, and regulatory advantages that deliver long-term value.

As the security industry continues to evolve, leaders who embrace sustainability not only contribute to a healthier planet but also position their organizations for a competitive edge in our increasingly eco-conscious society.

Chris Shanelaris is a seasoned communications and public relations professional with more than 20 years of experience working with Fortune 500 companies across the utility, financial, and technology sectors. Specializing in brand management, integrated communications, and strategic messaging, he is dedicated to fostering strong stakeholder engagement. Currently, he serves as the head of public relations for Axis Communications Americas. Beyond his professional responsibilities, Shanelaris is committed to community service and environmental stewardship through his role on a local conservation commission.