When the amount of greenhouse gases emitted into the atmosphere by a brand and/ or a product are exactly ‘balanced’ by the amount of greenhouse gases it sequesters from the atmosphere (via greenhouse gas removals and / or credible carbon offsetting projects). Being ‘Carbon Neutral’ has become a buzzword in sustainability claims – so much so that messaging claiming a brand is carbon neutral using offsets are to be banned by the UK’s advertising watchdog unless companies can prove they really work. And, the EU will ban sweeping environmental claims such as ‘carbon neutral’ by 2026 unless companies can prove the claim is accurate with a detailed implementation plan. In the meantime, look at the transparency of any claims made including Carbon Footprint disclosure and any carbon offsetting projects brands have supported. There are a number of third-party certifications available such as the CarbonNeutral® certification.