In recent decades, the topic of sustainability has gained prominence in corporate agendas, reflecting a growing call for environmentally responsible practices. As a consequence, the business world began to frequently display labels and seals that aim to prove their environmental care, even as a way to gain the trust of conscious consumers. Today, this opening trend has been heavily questioned regarding its true impact. Masking organizational feats has become so common that the phenomenon has even been named: greenwashing, or literally, "greenwashing."
In general terms, this is the name given to the practice of companies that exaggerate or falsify their environmental commitment, whether through data omission or by placing disproportionate emphasis on isolated (and often irrelevant) aspects of their operations. Intentionally or not, the truth is that the lack of transparency and misleading marketing by companies intensify this practice, helping corporations to have an environmental protagonism status even without presenting scientific evidence to justify this reputation.
Red alert
Terms like "sustainable," "eco," and "green" have been used indiscriminately and have become trivialized, resulting in dangerous consequences such as discredit and a lack of real awareness about environmental issues. To illustrate the scale of the problem, a PwC study revealed that 98% of Brazilian investors believe that this practice is present in companies' sustainability reports. Generally speaking, this perception remains very high, reaching 94%. The numbers show a widespread distrust in the accuracy of the information released by the sector.
In Brazil, the situation is still complicated, as there are virtually no movements aimed at creating regulations that require detailed and consistent information from corporations. Bain & Company consulting firm conducted a survey that sheds light on consumer perception of the information provided by companies: 60% of consumers turn to packaging to learn about the origins and processes involved in these products, and 27% of respondents say that the lack of information and transparency about sustainable production processes is a barrier that prevents a "trustworthy and secure" purchase.
Fortunately, measures to address this problem have already begun to be seen in several countries. The European Parliament, for example, recently approved an anti-greenwashing law requiring eco-labels and seals to be backed by internationally recognized certification systems, representing a significant step forward in ensuring transparency and authenticity of companies' environmental claims.
Time for change
In a constantly evolving landscape, regulation is crucial to promote more robust and transparent practices. The union between sectors of society is essential to promote standards that ensure rigor in the information disseminated. Another study conducted by PwC reveals that 59.5% of Brazilian companies are already assessing changes to comply with the requirements of the International Sustainability Standards Board (ISSB), one of the most renowned international councils related to the topic.
The Securities and Exchange Commission (CVM) demonstrated commitment to the issue by approving a resolution that requires publicly listed companies to align their ESG risk reports with the standards set by ISSB by 2026. Regulation becomes a key element to ensure that transformation is a positive process for everyone.
In line with this guideline, collecting and disseminating robust data, obtained through scientific tools, are essential pillars for addressing the issue. Without well-defined and structured indicators, many companies may continue to mask their true impact or even believe they are acting correctly when, in fact, they are contributing to the perpetuation of the problem.
The fight against greenwashing in Brazil requires a combination of strict regulation and a change in corporate mindset. It's 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.
