Doubts on integrity of carbon offsetting initiatives

CONSUMERS today are encouraged to contribute to carbon offsetting efforts by funding projects that reduce, remove or avoid emissions elsewhere. Yet, the practice often feels distant, especially when it is experienced only as a click on the checkout screen.

This became clearer to me through the tree-planting and restoration campaigns often linked to the small sustainability contributions now appearing within many digital transactions.

The numbers often sound impressive – thousands or even millions of trees planted. But what happens to the trees years later? Are updates available to show how these projects are progressing over time?

Many people contribute towards environmental efforts without really seeing how they continue afterwards.

At the same time, sustainability often appears only briefly during digital transactions, where environmental options are sometimes presented during payment and the experience ends once the transaction is completed.

Yet, the same digital platforms and online services people use every day shape many daily habits.

They influence what consumers pay attention to, the choices they keep returning to, and even the routines that gradually become normalised over time.

Despite this influence, environmental responsibility can still be treated as an optional add-on rather than something meaningfully integrated into the overall consumer experience, often appearing only briefly during payment instead of throughout the broader consumer journey.

I believe these sustainability efforts matter. In many ways, it is encouraging to see more businesses and online services trying to integrate environmental responsibility into everyday life.

Growing scepticism around some green initiatives may actually reflect a more thoughtful public response instead of people simply accepting every environmental claim without question.

Many people care deeply about sustainability and environmental responsibility. What they are searching for is not only the opportunity to contribute financially but also a clearer sense of trust, understanding and long-term meaning behind the choices presented to them.

They want reassurance that their contribution carries meaning beyond a brief moment at checkout.

NUR SHAHIRA ABDULLAH

Master’s student in Sustainability Science

International Islamic University Malaysia