Laura Mora: Verifying results to combat greenwashing

As managing director of EcoVerify, Laura Mora tells John Daly how her firm specialises in validating and verifying greenhouse gas emissions

Laura Mora remains optimistic about the increasing alignment of corporate, governmental, and societal efforts. 

MY JOB

Name: Laura Mora

Occupation: Managing director, EcoVerify

Background: The company specialises in validating and verifying greenhouse gas emissions, carbon neutrality, and net zero claims.

EcoVerify, a new entry to the market, combines expertise in regulatory compliance, market endorsement, and sustainability standards to support organisations on their journey towards a greener, more sustainable future.

Having traded since 2023, EcoVerify has developed its reputation for delivering impartial validation, verification, and training services to assist businesses meet their sustainability goals and the avoidance of greenwashing.

“We believe our timing is right to the Irish market, as we will help organisations meet the growing demands of corporate sustainability reporting directive compliance across Europe,” Laura Mora explains. 

“Companies will come under increasing pressure to demonstrate their sustainability compliance in an evidence-based manner.” 

As environmental, social, and governance is coming under increasing scrutiny across the world, EcoVerify aims to provide the market with impartiality — ensuring businesses can trust the validation or verification of their sustainability claims with accuracy and transparency.

We can help organisations counter any claim of greenwashing by confirming they have robust carbon mitigation processes in place based on the most recognised international standards

Irish businesses are under significant pressure to prepare for mandatory sustainability reporting, as companies grapple with challenges such as double materiality assessments, stakeholder engagement, and aligning their financial and sustainability reporting.

“Our presence fills a critical gap, helping organisations with the validation of their sustainability claims to ensure they are both accurate and credible," Ms Mora adds.

Bringing over 15years of experience to her role, Ms Mora previously worked with the United Nations and the World Bank Group, in addition to leading ISO technical committees in the development of globally recognised environmental standards.

As an industrial engineer with a master’s degree in project management, her specialised focus is on climate change, sustainability, and the life cycle. EcoVerify’s immediate goal is to become Ireland’s first accredited validation/verification body with the Raad voor Accreditatie (RvA), which is now in the final stage.

“Transparency and impartiality are the foundation of EcoVerify’s mission. In today’s business environment, stakeholders — be they investors, customers, or regulators — demand robust, verified sustainability claims. 

"Without independent validation and verification, businesses risk undermining trust and credibility.” 

EcoVerify acts as an unbiased third party, she says, ensuring that sustainability claims are not just marketing rhetoric but are grounded in verifiable data and international recognised good practices. 

This impartiality builds confidence and strengthens the trust businesses have with their stakeholders

Greenwashing, the practice of companies playing up their green credentials in order to seem more environmentally friendly, is a global issue. While greenwashing is not new, there has been a significant uptick in interest among consumers around environmentally and socially conscious products, and their desire to make more sustainable purchasing decisions. 

“Greenwashing is a global issue, but its prevalence varies. In Ireland, the increasing regulatory oversight — coupled with growing awareness among consumers and investors — has brought more scrutiny to sustainability claims.”

Credible data

While Ireland may not face the same scale of greenwashing seen in larger markets, the risks are still significant, she says. “EcoVerify’s role is to combat this by providing independent verification, ensuring companies back their claims with credible data. By doing so, we not only protect businesses from reputational risk but also support genuine sustainability efforts.”

Having previously worked with very large organisations, such as the United Nations and the World Bank Group, Ms Mora admits the transition to Ireland has been both refreshing and enriching: “Ireland has a dynamic business environment with a strong focus on collaboration and innovation. 

"While the scale of operations may differ from the countries in Latin America and the Caribbean through the work I developed for the UN and the World Bank, the underlying challenges — such as driving sustainability and fostering global accountability — are remarkably similar.” 

Ireland stands out in the agility and entrepreneurial spirit of its businesses, she believes, which makes implementing sustainability practices both challenging and rewarding.

I have enjoyed adapting to a more localised, hands-on approach while leveraging my global experience

In pursuing its goal is to become Ireland’s first accredited validation body, achieving accreditation with the Raad voor Accreditatie is a critical milestone for EcoVerify. 

“Accreditation ensures that our validation and verification processes meet the highest international standards, providing our clients with the confidence that their sustainability claims are being assessed rigorously and transparently. 

"Progress has been steady, and we’re working closely to ensure we meet all necessary criteria. We’re optimistic about achieving this recognition soon, reinforcing our commitment to quality and trust.” 

Challenges are 'undeniable'

In the broader global picture, Ms Mora agrees that 2024 was not a good year in how in terms of how the world is reacting to climate change. 

“While the challenges are undeniable, I believe there’s always room for optimism. The growing awareness and regulatory measures like the corporate sustainability reporting directive indicate a shift in the right direction. 

"At EcoVerify, we focus on empowering businesses to take actionable steps toward sustainability, which is incredibly motivating.

"Every organisation that is assisted in verifying its claims or aligns its practices with environmental goals represents progress.

 Challenges can feel overwhelming, but the solutions lie in collective action and innovation, both of which we see increasing every day

"With 2025 already well underway, EcoVerify’s primary goal is to solidify our position as the leading sustainability validation and verification body in Ireland and open the market in the EU.

 “Beyond achieving accreditation, we aim to expand our services to include training programs, enhanced verification tools, and tailored support for SMEs and large corporations alike.” 

While the climate crisis is globally daunting, Ms Mora remains optimistic about the increasing alignment of corporate, governmental, and societal efforts. 

“Businesses are starting to see sustainability as an integral part of their strategy, not just a compliance requirement, which gives me hope for meaningful progress.

"Our focus is on enabling organisations to navigate the complexities of sustainability with confidence, ensuring that their contributions have a genuine impact. By working together, we can drive a more sustainable and resilient future.”