Swedish start-up has been supported by GoogleThe company claims the carbon emissions tracker it has can stop corporate greenwashing.

Normative is based in Stockholm and claims its platform will help companies determine their true environmental footprint. It also avoids misleading the public.  

Kristian Ronn, co-founder of Normative and CEO of Normative said that “we are in a war against greenwashing.” He also stated that underreporting greenhouse gas emissions was a serious problem.

Businesses have taken steps to make their businesses appear more “green” in light of the growing importance and urgency surrounding the climate crisis. There are concerns that not all the announcements they make have an effect, and some may be just PR stunts.

Ronn stated that businesses are the biggest polluters. They are responsible for 2/3 of total emissions. Because what is measured can be managed, they must also account for their footprint.

While burning fossil fuels are the main cause of the climate crisis in our time, we can expect the dependency on other sources of energy such as oil or gas to grow over the next decade.

Ronn said that while companies don’t have to currently measure their carbon footprint, those who do are often not doing it correctly. He said that there aren’t any mechanisms to guarantee the accuracy of this information.

Normative’s platform analyzes all transactions within a company’s accounting system, including business travel and energy bills.

Ronn explained that “the obsession of saying “let’s upload every single bill you have” is a sign that there are apples to apples comparisons between the greenhouse gas accounts. This means that carbon data can be trusted.

Normative announced earlier this month that it raised another 10 million euros (or $11.5 million) from investors. It claims it can assist businesses in their quest for net zero emissions.

Seven years ago, the start-up was founded and is backed by Chris Sacca’s Lowercarbon Capital, a billionaire investor. Access to the software costs hundreds of companies, including French bank BNP paribas, at rates that vary depending on how large the customers are.

All Around a dozen Google engineers are helping NormativeTo create a version free of charge.

Google.org has given the search company 1 million euro in engineering support. This was after Google earlier this year gave it 1,000,000 euros through its philanthropic arm.

This week Google announcedMicrosoft will notify its cloud customers of the carbon footprints they have incurred through cloud usage. Microsoft did the same for AzureCustomers delighted by the “Emissions Impact dashboard”

The United Nations also has a presence elsewhere. a carbon footprint calculatorBut it’s aimed at particular households.