Understanding Greenwashing

In today’s corporate landscape, the terms ESG (Environmental, Social, Governance) and Greenwashing often take center stage. ESG has emerged as a vital framework for evaluating a company’s commitment to sustainability, while Greenwashing represents the deceptive practices some companies employ to appear more environmentally friendly than they truly are.

It is important to establish what Greenwashing is before we delve into the topic. Greenwashing is the act or practice of making a product, policy, activity, etc. appear to be more environmentally friendly or less environmentally damaging than it really is.

Why Companies Engage in Greenwashing?

There are a number of reasons why companies employ greenwashing tactics:

  • Corporate Ignorance: Decision-makers may lack awareness of their company’s true impact or are not presented with the full picture.
  • Better Sales: Recognizing consumer demand for sustainability, some companies view eco-consciousness as a trend rather than a mission, hoping to boost sales.
  • Attractive to Employees: Companies that contribute positively to the world tend to attract talent more effectively.
  • Investor Appeal: Shareholders are increasingly drawn to companies that “do good,” prompting corporations to seek ways to satisfy investors without compromising profits.

Greenwashing is a multifaceted problem that keeps evolving – one form of it gets cut down, only to be replaced with two new sophisticated strategies.

How Do Companies Greenwash?

Here is a quick guide on common tactics that perpetuate the deception of people and organizations.

  • Green Crowding: Hiding in a crowd to avoid scrutiny.
  • Greenlighting: Spotlighting a minor positive aspect while diverting attention from more significant harmful features.
  • Greenshifting: Shifting blame onto consumers.
  • Greenlabeling: Positioning a product as sustainable without proper claims.
  • Greenrinising: Changing environmental goals without achieving them.
  • Greenwashing: Concealing or downplaying sustainability efforts to avoid scrutiny.

Why Greenwashing is Problematic?

Greenwashing is more than just a marketing tactic; it’s a deceptive strategy with profound implications for consumers, businesses, and the environment. It creates a false sense of progress, tricking consumers into believing that meaningful change is occurring when, in reality, it often isn’t. This undermines genuine efforts for change, disheartening companies committed to sustainability while overshadowing their legitimate initiatives.

Greenwashing also erodes trust, fostering skepticism and cynicism among consumers, which can have long-lasting consequences for a company’s reputation and customer loyalty. Moreover, it impedes progress on pressing global issues, diverting attention and resources away from meaningful solutions and delaying urgent actions needed to address challenges such as climate change and social inequality.

Lastly, it limits opportunities for innovation by prioritizing superficial changes over genuine improvements, hindering both business growth and the journey toward a more sustainable future. Recognizing the harmful consequences of greenwashing is the first step toward holding companies accountable and driving authentic change for a more sustainable and responsible world.

For companies wanting to escape greenwashing and dedicate efforts to genuine ESG initiatives here are some DOs and DONTs to bear in mind:

Certainly, let’s expand on the “DO’s and DON’Ts” for identifying and combatting greenwashing:


  • Be Detailed and Transparent: Provide comprehensive, specific, and measurable information in your sustainability reports and communications. Use data and evidence from independent sources to support your claims. Transparency builds trust with stakeholders.
  • Take Concrete Actions: Back up your sustainability commitments with tangible actions. Implement environmentally friendly practices, reduce carbon emissions, minimize waste, and invest in social initiatives. Demonstrating real change is more convincing than making empty pledges.
  • Admit Your Flaws and Show Improvement: Acknowledge areas where your company falls short in terms of sustainability and make a genuine effort to improve. Share your progress, setbacks, and lessons learned with stakeholders. Continuous improvement is a hallmark of authentic sustainability.


  • Follow Trends Blindly: Avoid chasing short-term sustainability trends without a long-term commitment to change. Authentic sustainability goes beyond surface-level branding and marketing. It requires a consistent, enduring effort.
  • Mislead or Make Unsupported Claims: Avoid making vague, unverified, or misleading sustainability claims. Base your statements on solid evidence and peer-reviewed research. Unsupported claims not only harm your reputation but also undermine the credibility of sustainability efforts.
  • Overlook Employee Alignment: Ensure that your employees understand and align with your company’s sustainability goals. Engage and educate your workforce to create a culture of sustainability from within. A genuine commitment to sustainability should permeate the entire organization.

As specialists in ESG (Environmental, Social, Governance) communications, we understand the importance of authenticity in sustainability efforts. We can help your company navigate this complex landscape by communicating your commitment to sustainability genuinely and effectively, steering clear of the pitfalls of greenwashing. By adhering to ethical principles and transparent practices, you can build trust with your stakeholders and contribute meaningfully to a more sustainable world. In a world increasingly focused on environmental responsibility, staying true to your sustainability goals is not just an ethical choice; it’s also a strategic one that can benefit your brand in the long run.


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