So… you think your innovation is sustainable.
But can you prove it to the EU evaluator who decides your funding?
Green Claims Directive & EU Funds: Win or Get Blocked
How to prove sustainability, avoid green-washing penalties – and still land Horizon Europe money
The new EU Green Claims Directive changes the game for every SME, start-up and research team competing for innovation funding in Horizon Europe and other EU funded projects. In this episode of InnovEU – The EU Project Chronicles we unpack:
What it really takes to pass the Directive’s “clear, comparable, verifiable” test
Greenwashing penalties EU-wide – up to 4 % of turnover or €2 million
A live breakdown of HORIZON-CL2-2025-01-TRANSFO-01 (gender-based violence call, €10.2 million)
Proposal hacks you can apply today – with help from SmartProposalAI GPT
🎧 Then comes the highlight: my interview with Leandro Cartelli, founder of Lana Talent, talent strategist, and career specialist.
He shares:
Why diverse, flexible teams make innovation work and revenues go up (30% he claims)
How remote hiring is changing the EU research landscape
What Latin America can teach Europe about high-impact, low-cost teams
And why now is the best moment in history to build global innovation teams
🎯 Finally, we decode the Horizon Europe call HORIZON-CL2-2025-01-TRANSFO-01
A €10.2 million opportunity to fight gender-based violence — and win funding for doing it.
🎬 Watch or Listen Now:
▶️ YouTube – Full Video
🎧 Spotify – Audio
🍎 Apple Podcasts – Audio
📺 Substack – All Episodes
🗺️ How the Green Claims Directive Impacts Innovation Funding
1. From Marketing Slogan to Scientific Proof
The Directive forces every “eco-friendly” statement in EU proposals to rely on life-cycle assessment (LCA) data and third-party verification.
2. Greenwashing Penalties EU-Level
Fines up to €2 million or *4 % of annual turnover
Temporary exclusion from public procurement & funding programmes
3. Opportunity: Verification = Competitive Edge
Start-ups that productise verification (AI-based LCA tools, Digital Product Passports) unlock new B2B revenue streams and higher proposal scores.
🚀 Horizon Call Spotlight
HORIZON-CL2-2025-01-TRANSFO-01
A €10.2 million Research & Innovation Action to tackle gender-based violence.
Proposal tip: Map the economic savings of reduced GBV – evaluators love quantifiable impact.
💬 Interview Highlights – Leandro Cartelli (Lana Talent)
Why remote, culturally diverse teams accelerate EU project results
How AI & live translation dissolve language barriers for proposal work
Fractional hiring models that let cash-strapped consortia access top talent
“Great teams aren’t just skill-fit – they’re culture-fit and purpose-fit. Diversity drives innovation, and innovation wins funding.” – Leandro Cartelli
Connect with Leandro:
👤 Connect with Leandro Cartelli
📧 leandro.cartelli@lanatalent.com
🔗 LinkedIn
🌐 lanatalent.com
🚀 Want help writing stronger EU proposals?
Check out SmartProposalAI – the GPT that helps you align with EU scoring criteria and instantly improve your text.
🎯 Save time. Improve scores. Land funding.
👉 Use SmartProposalAI
📊 Last Week’s Poll Results Are In!
We asked:
“What’s the dumbest thing about Smart Cities?”
Here’s how you voted:
More sensors, same bad decisions – 25%
No one uses the fancy dashboards – 0%
Costs go up, trust goes down – 0%
Still stuck in traffic anyway – 75%
My take?
Smart doesn’t always mean better. And adding tech to broken systems only makes the mess more efficient. That’s why in this podcast, we looked deeper than dashboards — and focused on transformation, not digital distraction.
❓ FAQ – EU Green Claims Directive & Funding
What is the EU Green Claims Directive?
A draft law requiring scientific evidence and third-party verification for any environmental claim made in the EU market.
Does it affect Horizon Europe proposals?
Yes. Claims inside proposals must be verifiable; weak evidence can downgrade your Excellence and Impact scores.
How do I avoid greenwashing penalties?
Use certified LCA methods (PEF/OEF), cite data sources, and include a verification work package in your budget.
👍 Your Turn
👍 Like this episode? Here's how you can support us:
✅ Like or rate the podcast on your favorite platform
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💬 Comment with your thoughts — or send a private message if you'd like to be featured in a future episode!
Together, let’s win the future.
— Fernando C. Gaspar
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