Susana Rodríguez (AEFYT): Sustainability must be a technical, ethical and verifiable practice
The HVACR (Heating, Ventilation and Air Conditioning) sector works with technologies that have a direct impact on the environment, energy consumption and public health. That’s why it’s important to value real sustainability over greenwashing. “Sustainability cannot be a marketing strategy, but a technical, ethical and verifiable practice,” says Susana Rodríguez, president of Association of Refrigeration Companies and their Technologies (AEFYT).
Why is it important to highlight real sustainability in the HVACR sector as opposed to greenwashing?
Sustainability cannot be a marketing strategy: it must be a technical, ethical and verifiable practice. In the HVACR sector, we work with technologies that directly impact the environment, energy consumption and public health. Putting real value on real sustainability means opting for solutions that meet scientific, regulatory and operational criteria. It is a question of responsibility, but also of competitiveness and reputation.
Consumers and end-users are also becoming more and more informed. It’s no longer enough to say that something is “green,” you have to prove it. And the HVACR sector has a lot to contribute in this respect, from the use of low GWP refrigerants to eco-efficient plant design.
What does greenwashing really mean and what damage can it do to the image of the sector?
Greenwashing is the practice of presenting products, services or companies as sustainable without any real technical, regulatory or environmental support. It’s a misleading form of communication that seeks to capitalise on the interest in ecology without making the commitments that it implies.
In the HVACR sector, this can manifest itself in vague claims such as "green refrigerant" without explaining the life cycle, or in campaigns that exaggerate energy efficiency without verifiable data. The damage is profound: consumer distrust; competitive disadvantage for those who do invest in real sustainability; regulatory risk, with European directives already prohibiting vague environmental claims; and reputational impact, which can lead to sanctions and loss of brand value.
What other harm can this malpractice lead to?
Greenwashing is not just exaggeration; it is a form of unfair competition that jeopardises the collective move towards sustainability. There is also the phenomenon of so-called ‘green-hushing’ where companies choose not to communicate their progress for fear of public scrutiny. AEFYT advocates progressive transparency, based on verifiable data, independent certification and open dialogue with all stakeholders in the sector.
Sustainability in HVACR is not a fad; it is a technical, ethical and strategic requirement. And, as President of AEFYT, I reaffirm our commitment to a just, efficient and honest ecological transition.
What key steps are being taken in real sustainability in the face of greenwashing?
AEFYT is promoting a comprehensive strategy that combines technical action, transparent communication and institutional participation: contributions to the royal decree on fluorinated gases, with proposals to favour low GWP refrigerants; specialised training for installers, manufacturers and end users; collaboration with the media to disseminate rigorous content; round tables at C&R'25 with a cross-cutting approach (regulatory, technical and social); and responsible communication guides to help our members avoid greenwashing.