In recent decades, the sustainability theme has gained prominence in corporate agendas, reflecting a growing appeal for ecologically responsible practices. As a consequence, the business world has often exhibited labels and seals that seek to prove its care for the environment, even as a way to win the trust of conscious consumers. Today, this trend opening has been much questioned about its real impact.Making organizational exploits has become something so common that the phenomenon has even received its name: greenwashing, or to the letter, “lavagem verde”.
In general, this is the name given to the practice of companies that exaggerate or distort their environmental commitment, either through omission of data or by excessive emphasis on isolated (and often not relevant) aspects of their operations.Wittingly or not, the great truth is that the lack of transparency and misleading marketing of companies intensify this practice, helping corporations to have an environmental leading status even without presenting scientific evidence to justify this reputation.
Red alert
Terms such as “sustainable”, “eco” and “verde” were used indiscriminately and ended up trivialized, resulting in dangerous consequences such as discredit and lack of real awareness of environmental issues.To illustrate the scale of the problem, a study by PwC revealed that 98% of Brazilian investors believe that this practice is present in the sustainability reports of companies. Globally speaking, this perception remains very high, reaching 94%. The figures show a widespread distrust of the veracity of the information disclosed by the sector.
In Brazil, the situation is still complicated, since there are practically no movements aimed at creating standards that require detailed and consistent information from corporations. The consultancy Bain & Company made a survey that sheds light on the consumer's perception of the information provided by companies: 60% of consumers turn to packaging to inform themselves about the origins and processes involving these products and 27% of respondents say that the lack of information and transparency about sustainable production processes is a barrier that prevents a purchase ’ reliable and safe’’.
Fortunately, measures to address this problem have already begun to be seen in several countries.The European parliament, for example, recently passed an anti-greenwashing law, requiring that eco-labels and seals be backed by internationally recognized certification systems, representing a significant step forward in ensuring the transparency and authenticity of environmental claims of companies.
Change time
In a scenario of constant updating, regulation is crucial to stimulate more robust and transparent practices. The union between sectors of society is essential to boost standards that ensure accuracy in the information disclosed. Another study conducted by PwC reveals that 59.5% of Brazilian companies already evaluate changes to meet requirements of the International Sustainability Standards Board (ISSB), one of the most renowned international councils related to the subject.
The Securities and Exchange Commission (CVM) has demonstrated commitment to the issue by approving a resolution that obliges companies listed on the stock exchange to adapt their ESG risk reports to the standards standardized by the ISSB by 2026. Regulation becomes a key piece to ensure that transformation is a positive process for all.
In line with this guideline, collecting and disseminating robust data, obtained through scientific tools are essential pillars to deal with the issue. Without well-defined and structured indicators, many companies may continue to mask their true impact or even continue to believe that they are acting correctly when, in fact, they are contributing to the perpetuation of the problem.
Combating greenwashing in Brazil requires a combination of strict regulation and a change in business mentality. It is time to demand clarity and authenticity in practices within the corporate context, adopting concrete measures and scientifically proven data.Only then can we ensure that sustainability efforts are genuine and effective, contributing to a truly greener and more transparent future.
